FATAL logged when starting

We get this FATAL pg_log entry, just after Postgres startup.
(Postgres does start OK)
//9.1.3 on Linux

2013-02-20 10:15:46.637 EST 50eedb22.3602 0
LOG: database system is ready to accept connections
2013-02-20 10:15:46.637 EST 50eedb22.3607 0
LOG: autovacuum launcher started
2013-02-20 10:15:47.390 EST [unknown] rsaadmin 50eedb23.3609 2/1 0
FATAL: no pg_hba.conf entry for host "[local]", user "rsaadmin", database "postgres", SSL off

Postgres is run under the linux user account "rsaadmin", but we don't have a Postgres role by that name.
We use [-w] as an option for pg_ctl start.

As I read postgresql.org/docs/9.1/static/app-pg-ctl.html,

-w
. . . When waiting for startup, pg_ctl repeatedly attempts to connect to the server . . .

My question:
Is there a way for me to specify a DIFFERENT USER, that pg_ctl will use to determine postgres has started ?

If not, how do people work around getting this nasty FATAL log message ?

Thanks,
-dvs-