Research Guides: Joseph E. Fernandes papers: Impact

Impact

Mr. Fernandes believed that it was important to participate and give back to the community that supported his business endeavors. From donating to local causes, providing scholarships, attending various events as a representative of the Portuguese American community, or sharing his business knowledge, he spent as much time—if not more—on his philanthropic work as he did on his businesses.

Through existing documents, newspapers articles, and informal conversations with those who fondly remember him, one can ascertain that he did not participate in philanthropic work for the praise it might bring him. He truly believed that it was his duty to give back, however he could.

Scholarships

Letter from Peter Perez

Mr. Fernandes personally or through the super market business, sponsored a large number of scholarships, none of which at the present time are still active. The following were available to students through the 1960s and 1970s:

Mercedes F. Branco Memorial Scholarships, awarded via the União Portuguesa Continental dos Estados Unidos da América
Fernandes Supermarkets, Inc., awards given to residents of the towns of Randolph and Easton
Donald E. Becker Memorial Scholarship, awarded via the town of Norton

Visitors at Fernandes Circle, Norton
Diario de Noticias, July 26, 1967

Translation

In Norton—from left to right, Mr. Gerard Gerin, Toulouse, France; Mr. Ramon Bernadi, Barcelona, Spain; Mr. Joseph Fernandes, Norton; and Mr. Jose Luiz Ferreira, Madeira, together after a dinner at the residence of Mr. Fernandes, in Norton.

Visitors at the Fernandes Circle in Norton
Norton—Receiving, with the typical hospitality of the Portuguese, is an art long practiced by the Fernandes family, and this summer there will be many American and foreign guests at their home on Fernandes Circle, in this town.
Amongst these current guests of Mr. Joseph Fernandes, president of the supermarket chain bearing his name, are three European students, misters Gerard Gerin, from France, Famon [sic] Bernadi, from Spain, and Jose Luiz Ferreira from the island of Madeira, homeland of the host.
The first, student of the Institute of Applied Biology and Nutrition, Dijon, France, is studying at the Fernandes business, the methods of distribution and marketing of food products.
Mr. Bernadi, a graduate in Economy from the University of Barcelona, is studying management methods at the Fernandes business, through Boston University.
And Mr. Ferreira, cousin to the Fernandes family, is a medical student at the University of Coimbra, and is visiting the United States for the first time for six weeks, before he returns to the city of the Mondego river.

Honors

Order of Prince Henry
Joseph E. Fernandes awarded the Peter Francisco prize
Diario de Noticias, March 31, 1966

Translation:
Joseph E. Fernandes, awarded the Peter Francisco Price, by U.P.C.
Boston—The União Portuguesa Continental [Portuguese Continental Union], whose headquarters are at 899 Boylston St., of this city, officially announced today, that the Board of that mutual aid and insurance institution, had awarded its sixth annual “Peter Francisco” prize, to Mr. Joseph E. Fernandes, president of Fernandes Super Markets, Inc., of Norton, MA, for relevant service to the Portuguese-American community.
The prize was started in 1958 in memory of Peter Francisco, valiant soldier of Portuguese ancestry, who bravely fought on the side of George Washington’s forces, in the U.S. War of Independence. The prize is intended to be awarded Portuguese or American individuals, that in various manners, contributed to the cultural and human elevation of the Portuguese American community.
Previous recipients of this award were the deceased President Kennedy, journalist and editor Basil Brewer, Luso-American writer John dos Passos, congressman Joseph W. Martin Jr., and the director of the Diario de Noticias Mr. Joao R. Rocha.
The prize will be given to Mr. Joseph E. Fernandes, during a party organized in the Roseland Ballroom, Route 138, Taunton, on June 12, at 6 in the afternoon, present will be several Portuguese and American figures.
"Person of the Year"
In 1992, Joseph Fernandes was given the Prince Henry Society award for "Man of the Year". The program highlights his professional and community engagement accomplishments.
Program provided courtesy of Marcia Fernandes

Community Events

My father attributed a great part of his success to placing stores in areas where there was a Portuguese population and there was an affinity towards him because of his community involvement. He loved helping the Portuguese community.

Diario de Noticias. May 27, 1968
Translation
Guests--Present at the reception at the Whaling Museum, in honor of the visitors were: from the left, Elmer Rodrigues, editor of the Standard Times and his spouse; the business man, Joseph Fernandes,with his arm still in a cast due to an aviation accident; James H. Ottaway, Jr. director of the Standard Times; and Edmund Dinis, representative of the state."
This image is part of a full page spread in the May 27, 1968 edition of the "Diario de Noticias" reporting on the visit of 80 TAP administrators to significant Portuguese-American communities in the East Coast.
Um concerto do pianista Fernando Laires
Diario de Noticias, August 16, 1972

Translation:
A concert by pianist Fernando Laires
Under the auspices of the businessmen José E. Fernandes, the pianist and composer Fernando Laires, head of the Department of Piano at the Interlochen Arts Academy, Interlochen, Michigan, will be giving a concert at Wheaton College, in Norton, on Sunday, August 27.
Fernando Laires—someone this newspaper recently referenced—has performed concerts throughout Europe, Australia and New Zealand, as well as Central America and the United States. His program will include pieces by Beethoven and Portuguese composers.
The concert will be preceded by a cocktail reception at Fernandes Circle, from 6 to 7 in the afternoon, followed by dinner in the cafeteria at Wheaton College, the menu will consist of American dishes as well as some Portuguese specialties.
After the concert, around 10 in the evening, there will be a nightcap of Madeira served at the residence of Mr. Fernandes, Fernandes Circle, Norton.
"The Anchor". November 14, 1974
Honor food store heads at Stonehill dinner benefiting library wing
"Madeiran Club's Golden Anniversary Celebrated". Standard Times. October 23, 1967
Joseph E. Fernandes to speak to grocers
Diario de Noticias, September 20, 1963

Translation:
Joseph Fernandes will be speaking to grocers
The grocers in the Fall River area, will be having their annual meeting at the White Restaurant, on Monday, September 23, at 7.30 at night.
The guest of honor and speaker, will be Mr. Joseph Fernandes, president and general manager of the Fernandes Super Markets, Inc., whose headquarters are in Norton. He will be speaking on the topic of “Successful Merchandizing”, with a time for questions and answers.
In addition to being the president of a chain of 12 large supermarkets and retail centers, Mr. Fernandes is a consultant to the Basic Economic Corporation, created by Nelson Rockerfeller, who is governor of New York; he is also the president of the Staff Super Market Association.
The president of the Grocers Association, Mr. Antonio Camara, asks that all grocers attend.
Kick-off!
Marcia writes: "My Dad used to sponsor exhibition soccer games with several of the Portuguese Professional Teams including Sporting and Benfica.
I kicked off the ball for the game Attached is a photo where. I saved that banner from The Sporting Club for many years. Once again, no smile... the braces... this was in the early 1970's. You can see the crowd behind me is quite large."
A passagem do Benfica por Bridgeport
This article, published in the Diario de Noticias on September 6, 1973 speaks of the game that Marcia remembers doing the kick-off for. The article talks about how attendances were not as high as expected, and of the financial loss that was taken by the sponsors on behalf of the organizing institution, Clube Vasco da Gama. While there was a loss recorded, the venture was still deemed successful as it proved that this kind of exchange could be accomplished and that there was community interest to watch Portuguese teams play in the U.S.
Eusebio
Marcia writes: This is Eusebio who was considered the biggest soccer talent in Portugal at the time. He would stand in the middle of the other team members and they would take turns passing the ball to him.

This photo was taken in the back yard of our home in Norton. My Dad would invite the teams who had traveled to the USA for the exhibition games to our home for a barbecue.

Charity Work

Joseph E. Fernandes of Norton to serve as diocesan appeal chairman
The Anchor, March 16, 1961
Community Days fundraising
Ad published in the "The Anchor", March 2, 1978

Politics

When [dad] was drafted to run for Massachusetts Treasurer for the Republican party, he gave it his best shot. He handed out pairs of the thick black glasses frames like his own. He had a team of ladies handing out his political materials all dressed in red that he called the "tomatoes". I'm pretty sure he knew that running as a Republican in MA at the time was not going to be successful! This may have been when he got bit by the political bug and he went on to become involved more with politics and served as a US representative for Portuguese affairs and on supermarket industry councils.

"The People's Choice"
Article published in "Berkshire Eagle" on July 1, 1966 that speaks of the unusual nomination of Joseph Fernandes as the GOP candidate for State Treasurer
Election candidates compared
Ad published in the "North Adams Transcript" on October 29, 1966
Who is this Joe Fernandes?
Ad published in the "Town Crier, Wilmington, MA" on November 3, 1966
Press Release: Fernandes Uncovers Weaknesses In State Treasurer's Office
Press release issued by the Fernandes campaign arguing that Mr. Fernandes had already identified issues within the state's financial operations
Look at those awesome pants!
Left to right:
Edward Kennedy (senator), Hubert Humphrey (former U.S. vice-president), J. Fernandes, Edward J. MacCormack (former MA Attorney General), Sylvester Silvia
Photograph taken by Hilton & Hilton

Tax Law

Fernandes Super Markets, Inc. vs. State Tax Commission
In 1974, Fernandes Super Markets attempted to argue before the Massachusetts Tax Commission that they should be classified as a "manufacturing corporation" due to their on-site bakeries. This ruling, and the subsequent appeal in 1976, are still referred in case law today as basis for the definition of a "manufacturing corporation".

International Consulting

Mr. Jose Fernandes, Norton, studied the Latin American market
Diario de Noticias, March 21, 1958

Translation
Mr. Jose Fernandes, Norton, studied the Latin American market

Norton, MA—Mr. Joseph E. Fernandes, manager of the Fernandes Super Markets, Inc., has just accepted the role of consultant of the International Basic Economy Corporation (IBEC) of New York, in order to conduct a study of several countries in Latin America, in which IBEC doesn’t have distribution chains.
The organization, presided over by Mr. Nelson Rockerfeller, is already doing business in in Venezuela, Peru, Puerto Rico and Italy. IBEC is looking to elevate the quality of life in foreign countries by lowering the prices of production and distribution of products.
In the last 11 years, Mr. Fernandes, who immigrated as a child from the island of Madeira, has directed the large Fernandes Super Markets, Inc., which was founded by his father, and today has an annual revenue of 12 million dollars and employ 375 individuals.
These supermarkets distinguish themselves due to their modern displays and distribution methods.
The intelligent merchant is a 1947 graduate of the College of Business Administration at Boston University, and for the last three years has been the president of the Norton School Committee.

The International Basic Economy Corporation (IBEC) (1947-1977) was founded by Nelson A. Rockefeller in January 1947. The Corporation was developed as a private business enterprise that would focus on upgrading the "basic economies" of lesser-developed nations by lowering food prices, building sound housing, mobilizing savings, and fostering industrialization. The objective was for the business to be profitable and sustainable, and to encourage others, especially nationals, to establish competitive businesses and thereby establish a "multiplier" development effect. In it's early years, 1947-1955, IBEC was especially focused in Latin America, specifically Brazil and Venezuela. The subsidiary Venezuelan Basic Economy Corporation (VBEC) was formed, which was divided into several companies: a fishing company, a food wholesaling company, which later became a retail supermarket company, and a milk company.

During the period 1956-1971, IBEC's mission broadened to encompass new activities, such as mutual funds, housing, poultry, and soluble coffee companies. During this time IBEC expanded into other geographical areas, eventually having operations in thirty-three countries on four continents.

From: International Basic Economy Corporation (IBEC) records (FA084)

My Dad had became friends with Nelson Rockefeller, and because he spoke Portuguese and was in the supermarket business, he was invited to collaborate with them in 1958 as a consultant to IBEC in South America. My Dad was able to understand and speak Spanish. At that time there were 5 stores, and there were no new additions to the chain until my Dad returned from South America in 1960. He would come and go. My Dad had wanderlust and loved traveling all over the world during the course of his life.

Industry Recognition

Supermarket chain founder named to Hall of Fame
Article published in the Norton Mirror, September 17, 1999

Community Representation

New England's Little Portugal
Mr. Fernandes was particularly proud to have been chosen as a representative of the Portuguese community for this National Geographic (January 1975) article.

Librarian

Sonia Pacheco

She series

Contact:

spacheco@umassd.edu

Claire T. Carney Library
Room 237
285 Old Westport Road
Dartmouth, MA 02747

508-999-8695

Subjects: Black Studies, Crime & Justice Studies, Global Languages and Cultures, History, Humanities, Political Science, Portuguese, Psychology, Public Policy, Social Sciences, Sociology, Women's Studies