Vito Colombo, a first-generation Italian, is co-owner along with his pharmacist wife Elaine of Colombo's Pharmacy in Queens where they are members of CPESN New York City. Colombo says he learned from his father the value of greeting customers and making an effort to understand and speak their language. His Middle Village pharmacy is located in a walking neighborhood, rich in its ethnic mix of Italian, German, Irish, Albanian, Polish, and Spanish-speaking people. His tip for other CPESN pharmacists: Using Google Translate to help a customer feel comfortable and understood goes a long way in building trust.