Today we’d like to introduce you to Cal Crosby.
Hi Cal, so excited to have you with us today. What can you tell us about your story?
Learning to read transformed my life. Literature offered joy and knowledge, fostering hope and companionship, sparking my imagination and creativity. With the unwavering support of excellent teachers and librarians, I flourished.
Though my family had limited resources, their encouragement and my determination to feed my hunger for reading led me to mow lawns, peel potatoes at a local diner, and do a lot of babysitting. This allowed me to explore the world of books—both used, occasionally new, and a magnitude of comic books—on top of the countless library volumes I devoured. My late father often pointed out that I always had a book in my hand or my nose buried in one.
Fortunately, my parents and family indulged my passion for discussing the stories and ideas I encountered. I thrived on giving oral book reports in school (without knowing this was a skill that would lead to my career as a bookseller). Once high school rolled around, I discovered a treasure trove of bookshops and the remarkable independent bookstores in Salt Lake City. Ken Saunders, Weller Book Works, and the long-gone Cosmic Airplane nurtured my craving for being around books and fellow readers.
Then, in my late teens, I stumbled upon The King’s English Bookshop, where the enchantment of the space solidified my affinity for bookstores into a deeper, romantic appreciation. The multiple rooms filled with books and the welcoming spirit of the booksellers swept me away. Thanks to their insightful recommendations, I found books that inspired me to set my sights on the San Francisco Bay Area, where I landed a job at the Bay Area’s liveliest bookstore, Book Passage.
I also worked for Books Inc., The West’s Oldest Independent Bookseller. These experiences equipped me with a comprehensive knowledge of bookselling from some of California’s most iconic figures. I worked alongside legends like Maya Angelou, Toni Morrison, Julia Child, Martin Cruz Smith, Isabel Allende, and countless influential celebrity authors and politicians.
I played a pivotal role in opening and designing new locations for bookshop organizations, training staff, and rolling out key merchandising programs, author-based programming, and community outreach. Throughout this journey, I harbored a dream of owning a bookshop and committed myself to learning every facet of the book business should the dream manifest.
My path led me to work at the esteemed independent publisher McSweeney’s. Then, I became Executive Director of the California Independent Booksellers Alliance. I successfully merged two regional trade organizations to create a unified office representing the entire state and supporting its remarkable bookselling members.
As I navigated the indie bookselling landscape, I forged friendships with legendary figures like Betsy Burton and Anne Holman at The King’s English Bookshop. The very shop that had inspired me to pursue this career. Towards the end of the pandemic, Betsy, a trailblazing pioneer in the localism movement here in Salt Lake City and beyond, reached out to me. Ready to retire, she offered me the opportunity to take over the beloved bookshop she had founded in 1977. This was an offer I could not turn down. Despite my initial reluctance to leave California, the chance to nurture this cherished bookshop was irresistible. We quickly finalized the terms, and I returned to Utah, poised to guide the business into a post-COVID world. I am honored to be able to grow and sustain this pillar of literature in the world of bookselling.
Growing up in Magna, I witnessed how reading set me apart from some peers while fostering deep connections with my fellow readers. The intimacy of sharing books and the ideas they inspired shaped our identities in immeasurable ways. I also observed children who lacked access to reading materials or had no books. The contrast between my siblings and cousins who embraced reading and those who did not was astonishing.
In 2012, Dr. Barbara Bean, a devoted reader and patron of the bookshop, established Brain Food Books, a 501(c)(3) organization dedicated to placing books into community pediatric clinics, where each child could select a book to take home after their wellness check-up. Barbara, like Betsy, was ready to retire. During a serendipitous conversation, we discovered that we shared a vision of making books accessible to communities that lack them. She entrusted me with expanding the organization’s mission and our shared dream of uplifting our community one book at a time. Since fall 2022, we have built on Barbara’s incredible foundation.
We have expanded our mission and reach into more clinics, collaborated directly with Title I schools, Indigenous children’s groups, and students of all grades, and established partnerships with shelters and organizations supporting safe spaces for women, children, and our disenfranchised community members.
We host Golden Ticket Bookfairs, where every child in attendance receives a Golden Ticket reminiscent of Willy Wonka, which they can exchange for a book of their choice. Our mission includes delivering books to newly arrived immigrant families and supporting underrepresented communities throughout the Wasatch Front.
Brain Food leverages its partnership with The King’s English Bookshop, with its rich history and legendary standing, to provide the purchasing power that standalone 501(c)(3)s might not possess. Every dollar that comes into Brain Food Books is strategically maximized to offer access and choice to all our partners. Access and choice instill hope and possibilities, fostering a sense of worthiness by normalizing books in every home. We are transforming the world of every reader to whom we offer a book of their choice. In doing so, we are changing lives.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The biggest struggle is getting the community to understand that while the bookshop functions as a third space, a haven for ideas, conversation, and the arts, we are also a business. Purchasing from local companies is the key to keeping them viable. As a locally owned business, this is how we survive.
I have also had to pace myself, with all my ideas and plans from my 30-plus years in the bookselling industry, to ensure that the business can sustain itself. This requires getting the community to understand the value and importance of shopping local, and that we must be perceived asa business worth sustaining.
I first had to ensure that I gained the trust of the bookshop’s loyal patrons out of respect for the talented booksellers and the legacy that Betsy Burton established. Shepherding the bookshop in an ever-changing world that struggles against tariffs, predatory practices of giant online retailers, and the increasing cost of goods is a challenge while striving to pay our booksellers a fair salary within a fixed-margin industry. Bookshops only receive a 46% discount on the books we buy from publishers.
Despite these challenges, our mission is to support our community in all possible ways, from school fundraisers, book fairs, author programming, and providing a welcoming third space for everyone. The bookshops partnering with Brain Food Books (501(c)(3)) expand our offerings to the larger community through our joint mission to match books with readers throughout the Wasatch Front.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
Growing up indigenous in a majority white community, I have always sought out communities that reflected my experience and values. The older I get, the more critical it has become for me to continue building and supporting the communities I am part of. I mentor booksellers across the United States in all phases of their opening bookshops, including design, merchandising, buying, and communications plans.
I have sat on many boards of directors, including executive positions and committee leads. I currently serve on several nonprofit boards, including the Utah Retail Merchants Association, the Mountain and Plains Independent Bookseller Board, the 501(c)(3) Reading Bridge Board in California, and the Compass Rose Publishing Board. I have been on the selection committee for several prestigious book award competitions, including the 2023 National Book Award in Fiction.
I fully recognize that being taught to read has given me many advantages and a life well-lived. This is the passion and hope I bring to the work with Brain Food Books. We offer infinite possibilities with each book we provide to the people in our community. The hope, curiosity, education, and adventure that books contain can change a child’s view of the world, even if only for a few hours.
Books are gateways to knowledge, imagination, and empathy. Books in a home create an environment where learning and curiosity are nurtured. It provides children and adults alike with the opportunity to explore different worlds, cultures, and perspectives, fostering a sense of understanding and compassion. Books can provide comfort and companionship, offering solace during difficult times and sparking joy and inspiration. They encourage critical thinking and creativity, helping individuals learn to develop their ideas and express themselves more effectively.
In a home filled with books, every family member has the opportunity to expand intellectually and emotionally, building a foundation for lifelong learning and personal development. Normalizing books in every home instills a sense of worthiness and possibility, showing that knowledge and imagination are accessible to everyone, regardless of their background or circumstances.
What was your favorite childhood memory?
In my youth, I spent most of my summer breaks with my grandparents traveling the desert Southwest. We explored Canyonlands and Mesa Verde, as well as many other spots, before they became the crowded tourist destinations they are today.
The pristine nature and natural beauty surrounding me still influence my art. Even all these years later, this is the color palette of my paintings.
I also recall the value of feeling seen and special during my time with them. Along with my cousins, we learned about some of our family traditions, legends, and mythology in the oral tradition—a storytelling skill that pays off to this day as a bookseller.
Contact Info:
- Website: kingsenglish.com and brainfoodbooks.org
- Instagram: brainfoodbooks_tke and kingsenglishbookshop
- LinkedIn: https://www.linkedin.com/in/cal-crosby
