Sedano’s story began in 1962, when the Guerra and Herrán families opened a small market in Hialeah. Their mission was simple: bring Cuban immigrants the flavors they missed from home.
In an interview with Abasto, Javier Herrán, Chief Marketing Officer, recalled that from the start, “we stayed true to the original mission: grow thoughtfully, one community at a time.”
Today, the Hispanic grocery chain operates 32 supermarkets across central and southern Florida. Yet its essence remains intact. Herrán emphasized that despite expansion, “our values are the same: family, service, and authenticity.”
That commitment forged a deep connection with Hispanics who have made Sedano’s part of their daily lives.
A Community that Drives Growth
From its early years, Sedano’s recognized that the Hispanic community was not just a customer base but a defining force behind its identity. Herrán added that generations of families have found the ingredients there to keep their traditions alive. That understanding has shaped the store’s assortment, service, and community involvement.
“The Hispanic community is the heart of Sedano’s.”
– Javier Herrán, CMO of Sedano’s
This bond has enabled the chain to achieve significant milestones:
- Expansion into Broward County and Orlando.
- Creation of its private-label brand for Hispanic families.
- Consolidation as the largest independently owned Hispanic supermarket chain in the U.S.
- Community programs are now central to its identity.
- Digital upgrades and new store formats.
The company also fostered traditions that have become part of its DNA, such as holiday campaigns and food distribution programs, now symbolic of its community support.
Social Support that Goes Beyond Business
Sedano’s community work is broad, ongoing, and deeply personal.
Pedro Mesa, Director of Community Affairs, told Abasto that the company’s philosophy is simple: “We want to be the favorite supermarket, but we also want to be part of their community—not as marketing, but as a real commitment.”
Mesa, who has worked at Sedano’s for more than 40 years, noted that Hispanic families visit stores multiple times a week. Sedano’s ensures it is present where the community gathers: festivals, walks, fairs, and family events.
“Whatever is community-focused is our commitment. They start the relationship by coming to our stores; for us, it’s a privilege. It obliges us to be there for them,” Mesa said.
Programs that Leave a Mark
Sedano’s carries out initiatives that have become traditions. Notable programs include:
Season of Giving:
- Held every November.
- Assists more than 700 families.
- Works with organizations and community leaders to identify real needs.
- One of the chain’s most emblematic campaigns.
Jabas de Camacol:
- Supports thousands of families each December.
- Includes essential foods like pork, rice, and beans.
- Sedano’s has participated for more than 40 years.
Dade County Youth Fair:
- Runs for 27 days, connecting with parents, children, and teens.
- Sedano’s sets up a kitchen to share recipes and culture.
- The fair provides insights into trends and the next generation.
Support for college students:
In 2024, Sedano’s strengthened its presence at two key institutions:
Miami Dade College:
Direct support for campus food pantries.
Florida International University:
Collaboration to meet students’ basic needs.
Mesa summed it up: “We know the needs in the community and among students. They are the future, and we want to support them.”
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Close Work and Careful Selection of Causes
Sedano’s knows its territory well. Its coverage spans from central to southern Florida. Yet Mesa said identifying where to help is straightforward: “We know where the community needs us because we are in the community. We don’t help from an office; we live among our people.”
Nonprofits act as bridges to reach those who genuinely need support. And the impact is immediate.
“Our people are very grateful. We see it when they return to our stores. Loyalty is a 360-degree relationship,” Mesa added.
Looking to the Future
Sedano’s is preparing for an ambitious 2026. Herrán said the chain will continue seeking opportunities in markets with a strong Hispanic presence. Digital modernization is also underway, including:
- A faster, more user-friendly website.
- Digital specials and coupons.
- Improved self-service tools.
- Implementation of Simplain’s Vendor Portal to boost operational efficiency.
Mesa agrees that community work will expand.
“2026 will be a big year for our community. We have very positive ideas for our customers.”
– Pedro Mesa, Director of Community Affairs.
More than six decades later, Sedano’s continues its promise to serve Florida’s Hispanic community with closeness, authenticity, and respect. Today, it stands as a cultural reference and trusted ally for thousands of families—a legacy woven into the community’s story.