Small grocers cash in on new sales.

Aaron Nourollah realizes he may be getting an overly optimistic introduction to the grocery business. But he's not complaining.

Since recently opening his 15,000-square-foot Glatt Mart near the intersection of Pico and Robertson boulevards, Nourollah said he's received a warm welcome in the heavily Jewish neighborhood.

And since the supermarket work stoppage began on Oct. 11, things have gotten even better.

"What I'm seeing since the strike is that all kinds of people are coming into the store. There's been at least a 15 percent increase," said Nourollah, a native of Iran who also owns two kosher restaurants nearby. "For milk products I can't keep up with the customers."

Other independent grocers in Los Angeles have seen a bump in business that they attribute to the refusal by many shoppers to cross union picket lines at Ralphs, Vons, Pavilions and Albertson's.

The California Independent Grocers Association, a Sacramento trade group representing 1,500 stores statewide, estimates that its members in Southern California have seen sales jump 20 percent during the work stoppage. That doesn't include larger chains like Trader Joe's, Gelson's and Whole Foods Market that also have seen large sales gains.

"There are increases and they do expect this to go on for some time," said John Handley, government relations director for the association, whose members, 'all non-union businesses, have not taken a position on the strike. "We've also heard from the vendors who provide perishable items to these stores and they are gearing up.'"

Nourollah, who recently extended hours at his store, has high hopes of winning over some of his new customers even after the strike is settled. Others, however, say they expect business to return to normal levels.

"Most of the extra business has been for the deli, cereal, frozen foods, things like that," said Patrick Ali, manager of the 7-Eleven store at Venice and Sepulveda boulevards, who noted that business is up 10 percent since the picketing began. "I think it will go back down when the strike is over."

It hasn't been easy for independent grocers in recent years. Newer and larger chain stores offering discounted prices, huge selection and acres of parking have significantly reduced the number of neighborhood markets. Today, such stores generally fall into one of two categories: the mini-market and the ethnic food store.

"Trying to compete on price all the time is not the best business plan. You have to compete on the basis of customer service and responsiveness," Handley said.

That's how the 82 Market on Melrose Avenue in Hollywood has remained afloat after a slow two years, said manager Rosa Azanedo. She, too, has seen business pick up since the supermarket work stoppage, but she is not expecting the gains to last.

"People aren't working as much and if they are not working they don't come in," said Azanedo, whose brother owns the grocery. The name of the store, its origins unknown, was left over from a previous owner. "(But) we have a lot of loyal customers."

It seems about every other person who walks in the small store, whose shelves are crammed up to seven-feet high with food and household products, knows Azanedo by name.

An elderly man comes in to cash a California lottery scratch card winner worth $50, and he cheers his good fortune.

"I'd rather come here than go to one of the big stores because I know Rosa, she knows my name and we're friends," said waitress Cara Surace, a four-year resident of the neighborhood.

Surace said she does shop at Ralphs or Pavilions for certain items, although she has been reluctant to cross the picket lines. She also likes the idea of supporting her neighborhood merchant. "I'd prefer to buy Rosa's food anytime," she said.

Not all small markets are seeing an impact from the strike.

Yasin Amini said business at Cloverdale Market, his small store just off Wilshire Boulevard in the Miracle Mile area, has been slower than ever during the past few weeks. strike or no strike.

"There are too many other (stores) around here that have the same things we have," said Amini. whose shop is within a half-mile of a Rite-Aid, a Smart & Final, a Say-on and a Walgreens. "I work here seven days (a week). It's been very tough times."

Across town at Glair Mart, however, there was a very different feeling. On a recent afternoon, the checkout line was backing up into the produce section, requiring a manager to bustle in from the back and open a new lane.

"People are coming in the morning for eggs and they'll see our prices for fruits and vegetables. It's the same quality as the big stores but the prices are better," Nourollah said. "I've had people tell me they're happy they found me."