Jim Lira began work as a courtesy clerk with Don Quick’s Supermarket in 1965 at their Rio Vista, CA location. Within 15 years, he had progressed through the ranks to become the store manager. In 1990, Don Quick’s Supermarket filed for bankruptcy protection and the Rio Vista store was to be sold at auction. Jim Lira, his wife Shirley Lira, and their partner Bill Dutra purchased the Rio Vista location of Don Quick’s Supermarket and the first Lira’s Supermarket was born..

The commitment of the Lira’s Supermarket organization follows the direction of Jim Lira. His commitment is now, and has always been, to his family, employees, and to the communities his stores serve. Jim and Shirley’s son, daughter, son-in-law, and daughter-in-law are all integral parts of the operation. Jim prides himself on giving to the communities he is involved in and provides the proof through giving to local schools, non-profit organizations, and other community organizations in order to enhance the Lira’s relationship with the communities the stores serve.