Genuardi's began in 1920, when Gaspare Genuardi and his wife, Josephine, grew vegetables on a small farm in Norristown, near Philadelphia. They delivered the goods to their neighbors by horse and wagon, and later by Model T truck. Gaspare possessed a strong sense of pride and customer service that has been the cornerstone of Genuardi's success for more than 80 years. Today, as a division of Safeway, Genuardi's continues to operate on the same basic principles that have been the foundation of the company since its humble beginnings in 1920: quality products, freshness, great value, and legendary customer service.