Sierra Nevada Trading Co. to become Lira's Supermarket

Sierra Nevada Trading Company in Minden Village has been bought by its previous partner, Calif.-based Lira's Supermarkets.

"We are a mom and pop operation," said chief operating officer Mike Lira. "We are customer-service based. We sell local products and anything the community is interested in."

Lira's father, Jim Lira, owns both Lira stores in South Lake Tahoe and Rio Vista, Calif.

"The company is family owned and operated, and everyone in it is dedicated to what they do," Lira said. "My father has been in the grocery business for over 50 years and is known in Carson Valley. Lira's Supermarkets have a real community feel."

Despite rumors that the store was moving to the new Minden Gateway Center, Lira said they will remain at the Minden Village location.

"There is no reason we can't serve the immediate community," he said. "We rarely say, 'No, we can't offer that,' or 'We can't get that.'"

Lira said customers have told him they are attached to the store's high-quality meat.

"We're going to offer the same kind of quality," he said. "We just signed a new produce company and will be offering some of the best produce in the Valley."

Lira said they plan to have a new sign up and the store's grand opening something in June.

"We're hoping to have everything done before the Minden Village summer block party on June 19," he said.

Lira's Supermarket is located at 1681 Lucerne Drive. Call 782-7377 for more information.