Jeff Lau and his wife, Cathie, are the long time owners of Plaza Super Jet, a well-loved community grocery store in Wenatchee, Washington. Founded in 1926, the store has been in his family since 1979, and Jeff has personally overseen its operation for nearly 25 years. Under his guidance, Plaza Super Jet has thrived as a local institution, offering a friendly, welcoming atmosphere to generations of Wenatchee residents.
Jeff Lau pictured with his dog, Juno.
But Jeff’s connection to the outdoors, particularly the Pacific Crest Trail (PCT), is what makes his story even more compelling. An active section hiker, Jeff has completed the Washington state portion of the PCT and is a proud member of the Pacific Crest Trail Association (PCTA). His passion for the trail is fueled by his appreciation for nature and the sense of peace it brings him. Despite the physical challenges that come with long-distance hiking, Jeff views his time on the trail as a deeply fulfilling experience, one that offers both personal growth and a way to connect with the environment.
When asked about his love for the PCT, Jeff highlights how Wenatchee, though about 50 to 60 miles from the nearest trailhead, serves as a regional hub for hikers aiming to access the trail. While his grocery store doesn’t cater specifically to hikers, Jeff feels a kinship with those who pass through the area, sharing a similar desire to embark on their next adventure.
In addition to his hiking pursuits, Jeff is deeply involved in his local community. He volunteers as a mediator and is an active member of the local Buddhist community, where he contributes to causes that promote peace and understanding. This philosophy of giving back is consistent with his dedication to preserving the PCT through his support of the PCTA, ensuring future generations can enjoy the trail as much as he has.
To learn more about how your business can contribute to this mission and the benefits of PCTA membership, visit the Pacific Crest Trail Association’s website, Donate to PCTA Business Membership or contact RJ directly at [email protected] to get started.
Jeff (left) pictured alongside Abel (middle) and Wiley (right).
As Jeff looks toward retirement, he is preparing to hand over Plaza Super Jet to two long-time employees, Wiley Goins and Abel Chavez— each with 30 years of service between them. This transition allows Jeff to step away from the daily demands of running the business and focus on his next chapter, which includes completing his hikes through Oregon and California with his dog, Juno.
For Jeff Lau, Plaza Super Jet and the Pacific Crest Trail have been central to his life. As he prepares to hand over the reins of his business and take on new hiking challenges, his legacy will continue to thrive—both in his store and on the trail he loves so much.