Tag Archives: Frieda Hoffman

Local 123 finds its feet in West Berkeley and beyond

A look inside Local 123.
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Frieda Hoffman, who runs Local 123, a popular west Berkeley café, trained to be a social worker and wanted to work in the addiction field. She spent six years in Berlin with her then-husband, a German, but had difficulty landing work in her area. So when an American friend decided to open up a café there, and became quickly overwhelmed, she jumped in to lend a hand and discovered that she rather liked the barista business and wound up managing the java joint.

Hoffman and her husband returned to the States in 2008 and toyed with the idea of running an eco inn along the coast, but soon realized that was cost prohibitive. So then they started scouting for café locations – and found the storefront on San Pablo Avenue, formerly a video rental store and a beauty supply shop. (During the build-out, much of which the Local 123 crew  did themselves, they discovered placenta hair gel, among other artifacts.)

Her marriage didn’t survive the cross-Atlantic shift but Hoffman decided to soldier on with opening the café – the business was a welcome distraction – and her sister-in-law Katy Wafle, stepped in to help. Hoffman lived above the café until the summer of 2009, when she decided she was done waking up to the sound of coffee grinders. … Continue reading »

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