Kathina Szeto, owner of San Benito Bene and the founder/president of the Olive Festival, started her business in downtown Hollister more than two years ago in response to a discussion with the Hollister Downtown Association about what she could do to benefit the region, which was hard hit by the economic recession.
“The idea literally came of out of asking, ‘How can we be part of the solution?’” she said.
The answer was to help by building awareness and pride in products produced in the region, said Szeto, a 56-year-old first-time business owner. Thus the vision for her store—named “San Benito Bene” after a word meaning well, beautiful or beneficial—was born.
Szeto’s store, a previously vacant space in downtown Hollister owned by her family, now features a variety of products created by local artisans, including premier chocolates and condiments to art, bath products and a selection of olive oils. Szeto also customizes gift baskets chock-full of local products for special occasions.
“It was a leap of faith,” Szeto said. “But it was also an investment in our own area. After all, we have a great community with wonderful natural resources.”
This leap of faith appears to have paid off—at least as far as the San Benito County Chamber of Commerce is concerned. The organization named San Benito Bene its 2013 “Retail Business of the Year.” The Hollister Free Lance also acknowledged the store with its 2013 “People’s Choice Award for Locally Made Products.”
Szeto credits the community with helping get the store, located at 615 San Benito St., off the ground. From local contractor Don Marcus to interior designer Jeri Hernandez who helped her design the space, to Katherine Filice of Gilroy’s Articulate Solutions who helped her brand the business, Szeto said she was lucky to have others to help teach her the steps to opening a successful business. Her family and friends also provided support, Szeto added, especially her sister, Belinda Chung. In July, San Benito Bene will celebrate its third anniversary.
Even so, the first year was
a challenge.
“There was just so much to learn in retail,” Szeto said.
The bay area native and former cinematographer describes herself as “stubborn” in some of her business practices. For example, she keeps the store open seven days a week so all downtown Hollister visitors have the opportunity to shop.
Szeto reports her day-to-day schedule now is about listening to what customers want and searching for the unique products they ask for.
She said she currently has many local artisans contacting her about carrying their products, but she also enjoys seeking out new treasures herself. However the relationship develops, dealing directly with local artists is one of her favorite aspects of the job.
“Each artisan will tell me about their stories and products,” Szeto said, adding that she shares those stories with her customers and the community.
Julie McFate said Szeto’s personal touch sets her apart from other vendors. McFate was introduced to Szeto by a mutual friend who knew of Szeto’s desire to support local artisans.
“We met at her store and I was immediately impressed by what I experienced,” McFate said, “I knew Kathina would be 100 percent perfect to represent my soaps, scrubs and lotions as she asked me all about the natural ingredients, the process to make the products and the reason I began making my products in the first place.”
McFate said that was a first
for her.
“Never have I had a vendor take the time to learn about my business to such a degree,” she said. “She took her support one step further by introducing my products to her customers and educating them about the benefits of natural ingredients.”
McFate said she continues to be “… consistently amazed by (Szeto’s) enthusiastic optimism and focus on developing an awareness that defines San Benito County. She has chosen to showcase in her business the very essentials of what makes San Benito County the force of nature it is by supporting local artisans, educating customers and developing the annual
Olive Festival.
“It is with heartfelt gratitude this amazing woman is in my life,” McFate said. “Our community is lucky to have such an asset in Kathina Szeto.”
The Olive Festival, held for the first time at Paicines Ranch in October, came out of these stories. In fact, the idea for the festival was inspired by a shelf in her store that holds a variety of olive oils from around the region, as well as the example set by the Gilroy Garlic Festival.
“We really relied on the Garlic Festival folks,” Szeto said.
The nonprofit San Benito Olive Festival Board of Directors was created and began to plan the event, with the help of local chefs. Even so, it took two years to turn the idea into reality.
Kathleen Sheridan, an Olive Festival advisor who has worked with Szeto for about four years, said she has “tremendous admiration for Kathina. She has a broad vision for what she wants to accomplish” and “tremendous perseverance and commitment.”
According to Szeto, the first Olive Festival, held in October, attracted 1,500 visitors and 50 vendors. In addition, 200 community members volunteered their time to help make the event a success.
“It was a lot of fun,” Szeto said of the experience. “We are so grateful to the sponsors who believed in the project … It shows the power of the community when they come together to celebrate what is grown here.”
