The strange, incredible case of the $100 million deli

Partway down a residential road in Paulsboro, New Jersey, a working-class city greatest identified for its highschool wrestling workforce, is a seemingly unremarkable deli. Out entrance, a inexperienced, white, and purple signal advertises “Italian Specialties.” Inside, in line with the menu, you may get a $6 burger or a grilled ham and cheese for $5.25.

However Your Hometown Deli isn’t like different South Jersey hoagie joints. As the locals just lately realized, the deli is the sole enterprise of a publicly traded firm, Hometown Worldwide, whose buyers embody a shadowy cabal of monetary entities in China—along with some of their Paulsboro neighbors. The deli, as of at the moment, is valued at greater than $100 million.

Hometown’s eye-popping market cap can’t be defined by its gross sales. The deli’s income, by no means spectacular, has fallen every of the final 4 years, from a excessive of $76,213 in 2016 to $13,976 final yr, when it closed for a number of months as a result of of the pandemic. But even these numbers sound beneficiant.

“I’ve by no means been there,” stated Tina Kauffman, who lives two doorways down. “I’ve lived right here 5 years, and it’s by no means open.”


“I’ve come right here seven, eight instances,” added Paulsboro resident Ken Snyder. “Just one time it was open. However they stated the prepare dinner was out.”

On a current Saturday, at an hour when the deli’s Fb web page stated it might be open, the doorways had been locked. A girl inside stated it was closed for a “non-public occasion.” She declined to say when the deli could be open subsequent or the way to contact the house owners.

Many neighbors dwelling inside a number of blocks of the deli refused to speak about it in any respect. A person raking stones in his yard advised me he had by no means been to the deli, however declined to provide his identify as a result of “I don’t need somebody throwing blocks by my home windows.”

[Photo: Michael Linhorst]

The $100 million deli has been the speak of Wall Road since mid-April, when hedge fund billionaire David Einhorn cited Hometown as proof of “quasi-anarchy” in monetary markets and the impotence of trade regulators. Subsequent reporting revealed that Hometown had taken $2.5 million from a sequence of Hong Kong corporations, then spent tons of of hundreds of {dollars} on consultants with no apparent end result. Whereas Hometown claimed in authorized filings that it was in search of an organization to amass, maybe to broaden its “new ‘Delicatessen’ idea,” no merger goal could possibly be recognized. On Wednesday, the over-the-counter market the place Hometown traded warned buyers that it appeared the firm was “not complying with the guidelines.”

However at the same time as everybody appeared to agree there was one thing fishy happening, nobody might say simply what it was. Was this a Jersey model of the current SPAC craze, by which buyers type a blank-check firm to take a personal enterprise public? Might it’s some kind of cash laundering scheme? Or maybe one other GameStop, a meme inventory whose rise defies rationality?

I pored over Hometown’s authorized filings, then headed down the Jersey Turnpike to attempt to discover out.

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Paulsboro shouldn’t be an apparent residence for a $100 million firm. The small city, throughout the Delaware River from Philadelphia’s airport, is dominated by oil tanks and the smokestacks of one of the greatest refineries on the East Coast, which just lately laid off tons of of individuals amid a drop in fuel consumption throughout the pandemic. Its 6,000 residents have a per capita revenue of $27,000.

“It’s a blue-collar, working-class, two-square-mile city nestled between two oil refineries,” stated John Burzichelli, who was mayor for 16 years and represents the space in the state Meeting.

Paulsboro, till information of the deli broke, was greatest identified for its wrestling: The highschool’s Pink Raiders have gained the state wrestling championship in 33 of the final 38 years. Proper subsequent door to Hometown Deli is Monster Manufacturing unit, a well-known skilled wrestling college. “It’s in the water. You’ve acquired to wrestle in case you reside on this city,” defined an area resident who unsuccessfully tried to enter the deli just lately after seeing it in the information.

No shock then that Paul Morina, the highschool principal and wrestling coach, is a celeb round Paulsboro. With greater than 700 profession wins, 45 losses, and 30 state titles, he was hailed in The Philadelphia Inquirer as one of the most “profitable coaches in South Jersey historical past, in any sport.” He spent six years on the borough council, and his brother is the county sheriff.

“The Morinas are massive in Paulsboro,” stated Wendy Leadbeater, who lives close by. “I’ve identified Paul all my life. He’s like a Paulsboro hero.”

Coach Morina can be the president of Hometown and has been since the firm’s inception in 2014, which is probably going one of the causes so few locals wish to focus on it. Based on public filings, Morina’s stake in the firm is price almost $20 million. The deli’s vice chairman, Christine Lindenmuth, is recognized as a math instructor at the identical highschool. (Neither Morina nor Lindenmuth responded to repeated requests for remark.)

Morina’s involvement may need continued to fly below the radar if not for a sequence of big-money strikes that finally vaulted Hometown into the media highlight. On the final day of 2019, he and Lindenmuth every offered 1,000,000 Hometown shares to a mysterious investor named Peter Coker Jr., who concurrently loaned the firm $185,000. A month and a half later, Coker was named chairman, catapulting over Morina and Lindenmuth. Since then, the inventory has risen greater than 500%. The firm is now price 4,500 instances its pre-pandemic income of $21,772 from 2019.

Hometown’s public paperwork say that Morina and Lindenmuth—who obtain no pay—now spend “very restricted time” on the firm’s affairs. The firm reported no full-time staff in 2020, and it spent simply $126 on labor that yr, which equates to a bit of greater than 12 hours of work at New Jersey’s minimal wage, as Matt Levine noted in Bloomberg. It’s not clear who truly staffs the money register when the deli is open.

The individual at the register most likely isn’t Coker: He’s a Hong Kong-based businessman and chairman of South Shore Holdings Restricted, an engineering, building, and resort operator with issues in Hong Kong, Macau, and mainland China. With these connections, Coker could also be the hyperlink between the deli firm and a raft of new buyers. About two months after he turned chairman, three Hong Kong corporations managed by the investor Manoj Jain, a former managing director at the infamous hedge fund Och-Ziff, purchased $2.5 million price of shares at $1 apiece. A sequence of Macau-based corporations, all with the identical road deal with, additionally took on tens of millions of shares. One of these Macau corporations signed a consulting settlement with Hometown final yr. Hometown now pays VCH Restricted $25,000 a month for assist constructing “a presence with excessive web price and institutional buyers.”

With Coker as chairman, Hometown turned one thing of a household enterprise. His father, Peter Coker Sr., already owned tens of hundreds of shares, each individually and thru an funding agency he managed. The elder Coker had been concerned in the deli firm since its inception. Quickly after it was included, Hometown began paying consulting charges to a agency Coker co-owns, Tryon Capital Ventures. From 2014 till 2016, it paid Tryon $8,000 a month for “administrative and different miscellaneous companies.” Final yr, months after the youthful Coker turned chairman, Hometown signed a brand new settlement with Tryon, one of its two ongoing consulting contracts. Now it pays Tryon $15,000 a month for “help in the analysis, improvement, and evaluation of product, monetary and strategic issues.” The contract provides no extra particulars about what that may imply. (Neither of the Cokers responded to calls or emails in search of remark.)

The Tryon Capital associates are a motley crew, with Coker Sr. and others at Tryon having confronted a sequence of authorized issues relationship again to the early Nineties. As CNBC first reported, Coker was accused of making an attempt to cover cash from collectors and confronted accusations of fraud in a civil lawsuit. (He denied the claims.) In 1992, he was charged with prostitution, corruption of minors, and open lewdness after he allegedly uncovered himself to 3 women, ages 10 by 15, in line with The Morning Name of Allentown, though there isn’t a report that he was convicted. Tryon co-owner Peter Reichard was convicted of a felony in 2011 after illegally funneling cash to a North Carolina governor’s marketing campaign by disguising it as a consulting association with Tryon. (Reichard didn’t reply to requests for remark.)


Why Coach Morina acquired combined up with the Cokers stays unclear, though a wrestling world connection could present a clue. When Lindenmuth signed a lease for the deli’s house in 2014, the man who signed on behalf of the landlord was a Tryon worker, James Patten, who had attended Paulsboro Excessive Faculty at the identical time as Morina. The two males had been on the wrestling workforce collectively and stay associates on Fb; Patten often posts about the Pink Raiders and shared no less than one photograph of himself with Morina.

Morina and Patten took totally different paths after graduating collectively in 1977. Morina went on to be a star athlete at James Madison College earlier than turning into a coach; Patten started a profession as a stockbroker and later expanded into different monetary companies. He has additionally repeatedly gotten in bother with monetary regulators—in line with a database maintained by FINRA (the Monetary Trade Regulatory Authority), Patten has been fined or sanctioned no less than a half-dozen instances and is presently barred from appearing as a dealer or associating with broker-dealers. (Patten didn’t reply to requests for remark.) Sooner or later, no less than as early as 2014, the former classmates turned enterprise companions.

[Photo: Michael Linhorst]


The whiff of scandal surrounding Tryon Capital doesn’t essentially have any bearing on the Hometown Deli thriller. However the authorized affairs of Gregg Jaclin could assist to shed some gentle. Jaclin, a former lawyer who was concerned in the deli firm’s early public filings, was indicted by federal prosecutors in 2017 on eight counts associated to what the Securities and Alternate Fee described as a “shell manufacturing unit.” The SEC stated that he and an affiliate arrange a sequence of publicly traded shell corporations that they dressed as much as seem like reliable companies, then merged with actual corporations that wished to go public.

Understanding Jaclin’s scheme requires some background rationalization, as a result of publicly traded shell corporations are unusual entities. They’ve inventory and shareholders, however no important property or enterprise actions. Generally they’re the remnants of a failed firm—a zombie enterprise whose company husk lives on. Different instances, shells are created that manner from the begin: They’re helpful, and doubtlessly worthwhile, as a result of they may help a personal firm go public with out having to take care of the expense or scrutiny that comes with an IPO. The shell and the non-public firm will merge, and the newly public firm, now with actual enterprise exercise, will be capable to increase cash by issuing further inventory.

However corporations which can be created as shells from the begin face quite a few restrictions, many of them geared toward curbing cash laundering. The cash they create in from inventory gross sales needs to be held in escrow, not touched till the shell merges with a personal firm. The shareholders can’t promote their shares till the merger is completed. The shell has an 18-month time restrict to discover a firm to merge with and should file detailed public disclosures inside days of any merger going down.

It’s “simpler and higher to merge with an working enterprise than a shell,” stated David Feldman, a company and securities lawyer at the agency Hiller, PC. That’s why some dangerous actors use working companies to commit fraud. Feldman gave the instance of a small yoga studio, not making a lot cash, that decides to go public. That’s superb, legally talking. But when the house owners don’t inform the public their actual plan is to discover a merger associate and shut down the yoga studio? “That’s fraud,” Feldman defined. “All people who buys the inventory of that firm is misled about what its actual enterprise is.”

Jaclin’s scheme was a bit extra brazen. As the SEC described it, his confederate would create a pretend marketing strategy and persuade somebody to behave as a “puppet CEO” of an organization that Jaclin would incorporate in Nevada. The firm would look actual on paper, however it was only a shell—it wasn’t doing any precise enterprise. They’d then prepare for about 35 “straw shareholders” to carry shares in the firm in order that it wouldn’t seem like it was managed by a single individual. Lastly, they’d discover a non-public firm that wished to go public however didn’t need the expense or scrutiny that comes with an IPO. This non-public firm would merge with the shell by shopping for the shell’s shares, and the cash it paid would stream again to Jaclin and his confederate.

Jaclin was convicted of conspiracy and obstruction of justice, agreed to an order in a associated civil case that barred him from showing earlier than the SEC, and was disbarred. He didn’t reply to requests for remark.

In some methods, Hometown Deli recollects the pretend corporations that Jaclin created. Hometown was included in Nevada and doesn’t do a lot in the manner of gross sales. Its marketing strategy trumpeting a “new ‘Delicatessen idea’” sounds barely thought out. For many of its existence, it had between 34 and 36 shareholders. Morina, the wrestling coach with no obvious enterprise expertise, suits the profile of a puppet CEO.

Certainly, the SEC has repeatedly questioned whether or not Hometown is a shell firm in disguise. In a number of letters from 2015, the SEC instructed Hometown to revise its filings “to state that you’re a shell firm, because it seems out of your disclosure that you’ve nominal operations and property.” Final yr, the SEC demanded to know “why you shouldn’t be thought-about a shell firm.”

Every time, Hometown was apparently in a position to persuade the SEC that it wasn’t a shell. And there are causes to suppose it wasn’t one of Jaclin’s pretend companies. His indictment stated that the scheme led to 2013, about six months earlier than the deli was included. And if the deli had been half of the identical scheme, it’s not clear why the different individuals concerned would have continued the ruse after Jaclin was indicted, or why the Hong Kong buyers would have poured $2.5 million into it final yr.

Matthew McMurdo, a lawyer who dealt with a submitting for Hometown after Jaclin acquired into bother, stated he requested for affirmation from Jaclin that the firm wasn’t a fraud. Hometown “positively was not” one of the pretend corporations Jaclin arrange, McMurdo claimed. “This was a very totally different sort of firm, with precise income and with an precise storefront, albeit a small one.” (Hometown’s present legal professionals, at the Crone Legislation Group, didn’t reply to requests for remark.)

And McMurdo is correct: The deli does make some gross sales. Burzichelli, the state assemblyman, stated he acquired an Italian hoagie there simply earlier than I referred to as him. On that current Saturday when it was closed for a personal occasion, a number of males strolling out of the Monster Manufacturing unit, the wrestling coaching middle subsequent door, tried to go in to purchase meals. One stated that at any time when he visits the coaching middle from his residence in Connecticut, the deli is his go-to spot.

However most individuals who reside close by had both by no means been there or refused to debate it. As I drove round Paulsboro, looking for somebody to speak about Hometown Deli induced an sudden sense of foreboding. Leadbeater, the neighbor who described Morina as a “Paulsboro hero,” warned me to watch out reporting this story as a result of I “seem like just a bit man.” (I’m 6-foot-2, however admittedly I used to be dwarfed by some of the wrestlers popping out of the Monster Manufacturing unit.)

[Photo: Michael Linhorst]

Specialists I spoke to largely agreed that one thing is flawed with the deli and its valuation. However the reply doesn’t seem like so simple as Jaclin’s scheme.

“These guys are burning money at the charge of 70 grand a month with no gross sales, and so they’re burning all that money in consulting offers with associated events. So no matter it’s, it’s not excellent,” stated Matteo Gatti, a professor at Rutgers Legislation Faculty. “The query is whether or not all of the present buyers know what’s happening and are on board with what’s happening, or if some of them are being defrauded.”

Richard Cazier, who research monetary reporting and securities litigation at the College of North Texas, posited the deli may be one other “shell manufacturing unit” sort scheme, however that different components seemingly performed an element in Hometown’s hovering inventory. Its shares weren’t often traded in the years after they rose to their present, stratospheric heights, and so they obtained mainly no scrutiny (till just lately) from market regulators, institutional buyers, or every other outsiders. “So mainly, this seems to be like a mix of misconduct, poor governance, lack of disclosure, lack of oversight, and lack of refined buyers,” he stated.

That brings us again to David Einhorn’s grievance about “quasi-anarchy” and the irrationality of markets. Hometown’s share worth rose steadily from $1.50 at the finish of 2019 till it plateaued round $13.90 a share earlier this yr, for no discernible cause, giving the firm a market capitalization of greater than $100 million. Maybe, urged Tony Loviscek, chair of the Division of Finance at Seton Corridor College, Hometown was buoyed by the identical kind of penny-stock gamblers who despatched GameStop to the moon. “They’re invoking Disney’s first regulation: Wishing will make it so.”


In a remaining try to unravel the thriller of Hometown’s objective, I uncovered a number of different corporations with murky ties to the Paulsboro deli and its world community of buyers.

Amongst the extra fascinating entities in Hometown’s orbit is Med Spa Holidays, an “early-stage firm” that was included in Nevada in 2015 to promote well being and wellness holidays. It by no means made a lot cash, and it will definitely closed its operations. Now it acknowledges in its public disclosures that it’s a shell firm seeking to purchase a personal enterprise. It signed a lease earlier this yr with Tryon Capital, the identical firm that Hometown pays $15,000 a month and that’s owned by Peter Coker Sr., father of Hometown’s chairman.

Med Spa pays Tryon consulting charges, too, though only some thousand every month. The place does it get the money? Two months in the past, it obtained a $150,000 mortgage—from Hometown Worldwide.

As I pulled at these strings, extra patterns emerged. Med Spa’s president, John Rollo, who was till just lately a affected person transporter at a New Jersey hospital, can be the CEO of E-waste Corp., a failed electronic-waste recycling firm that’s now a shell firm in search of one other enterprise to amass. Like Med Spa, E-waste Corp. is paying Tryon hundreds of {dollars} a month for consulting and obtained a $150,000 mortgage from Hometown late final yr, shortly after the deli reopened from its pandemic-induced closure.

E-waste’s inventory worth, like Hometown’s, has risen, and the firm is now price about $85 million. E-waste introduced earlier this month that it offered 2.5 million shares to 3 buyers, who paid $1 a share. It didn’t identify the buyers, however the deal mirrors the 2.5 million shares that three Hong Kong entities purchased from Hometown final yr.

One other firm pops up in case you observe the path of Hometown’s former secretary, Beth Floyd, who was with the firm from its founding till she left final yr. For some of that point, she was additionally secretary for a cigar wholesaler referred to as Tabacalera Ysidron. The cigar firm shared the identical North Carolina deal with as a agency managed by Coker, and it paid the agency $5,000 a month for consulting, regardless that it by no means introduced in various hundred {dollars} in income. Ultimately its enterprise failed, it turned a shell firm, after which it merged with a biotech startup in 2016. The firm later merged once more, this time with an oil-field-services firm.

Might Tabacalera Ysidron’s success be the mannequin for Hometown and different shell corporations? If that’s the case, it might hardly be the first case of non-public fairness rooting for a public firm to fail. Neither is Tryon dissimilar from these practitioners of excessive finance who lure retail buyers into SPACs. “How is that this any totally different from enterprise capital at the moment?,” questioned Elven Riley, an teacher in Seton Corridor’s Division of Finance. “In the event that they hit 1 in 5, or 1 in 10, that’s how they fund their enterprise. So possibly Tryon simply retains on getting concerned with these little corporations, and in the event that they hit 1 in 20, they succeed.”

Coach Morina, the Cokers, and the different individuals concerned aren’t speaking publicly. The SEC didn’t reply to questions on whether or not it’s wanting into the state of affairs. For now, onlookers are nonetheless divided about what’s happening and why.

John Burzichelli, the New Jersey assemblyman and former Paulsboro mayor, was left shrugging his shoulders. “Any small city, whenever you discover out your native deli’s price 100 million {dollars}, that’s going to attract some consideration.”

Michael Linhorst is a author, media lawyer at Yale Legislation Faculty, and former New Jersey State Home reporter for The Report.