C. Edwards; Led Expansion of Alpha Beta

Claude W. Edwards, chosen in 1922 by three brothers to direct what would become the Alpha Beta supermarkets and whose 51 years with the company included a merger with the giant American Stores chain, has died.

William Deeley II, his grandson, said Monday that Edwards was 88 when he died July 12 in Laguna Beach, where he had lived since retiring in 1973.

Edwards’ career with Alpha Beta began when he joined Albert, Hugh and Will Gerrard, the sons of a Disciples of Christ preacher, who had started their first market in Pomona in 1900.

What began as a single Gerrard’s Market evolved into a small meat store chain called Triangle Cash Markets and then into a handful of outlets offering the then radical concept of self-service. To simplify selections, groceries and other items were stacked in alphabetical order, with almonds next to the asparagus and zippers beside the zucchini.

Thus “Alpha Beta.”

Edwards, who was from Pomona, joined the chain during its first period of expansion. By 1929 he and the brothers had incorporated about 25 Alpha Betas. In 1932, they created two additional “supermarkets” where huge cases of merchandise were put on display, much the way today’s warehouse markets function.

Soon the company under Edwards, who served as president and chairman, owned cattle-feeding ranches, warehouses, a creamery, bakery, Alphy’s coffee shops and even a travel service.

In 1959 the company bought 13 Raisin Markets, bringing the chain to 49 stores. In 1961 Alpha Beta, by then headquartered in La Habra, merged with American Stores, a publicly held company with 810 supermarkets, which in turn was acquired by L. S. (Sam) Skaggs in 1979.

By that time Edwards, the only person to head three national food associations, had retired, regretting the first merger.

“The happiest time I had was when the company was very closely held,” he told The Times in 1988.

A widower, he is also survived by his daughter, Shirley Deeley.