For a quarter of a century, La Estrella Mexican Grocery Store has served the community of Denison, IA. Like any other business, it’s had ups and downs over the years, but today it’s strong as ever.
Jesus and Victoria Peña, owners of La Estrella, came to the United States from Jalisco, Mexico. “I came to Denison looking for a place to launch my business,” says Jesus. His wife Victoria who grew up with him in Mexico helped him open the store 25 years ago. “I always wanted to be a business owner,” he explained. “I thought it was the right time and the right place to start.”
At first, it was hard but over time and after getting to know the residents of Denison, the Peñas started to do well. There were good and bad times, but the worst time they faced as business owners was in 2003 when a fire took their business. As sad as it was, the Peñas did not give up. They decided to rebuild. Today the owners are excited about where they are and how their business is doing. “Our main goal is to give the best service and offer high-quality products from Mexico and Central America,” says Mr. Peña on what makes La Estrella different from other grocery stores in the area.
As to the future of the business, the Peñas hope that one day one of their children will run the business and expand it to new areas with more products the community needs. “I would like to see one of them take over. This is our livelihood and I want to see it grow,” says Mr. Peña with a hopeful smile.
Bryan Peña, the couple’s oldest son said he is very proud of the work his parents have done these last 25 years. “My parents have helped the Latino community by providing a little piece of home in a predominantly white state,” Bryan said. “They know the Latino community well because the most important thing for them is to give them a good and honest service. Our next goal is to attract more non-Latino customers so they can experience “el sabor Latino” the Latino flavor.
To celebrate 25 years in business, La Estrella clients can expect special deals and promotions throughout the store on their favorite products. To celebrate, Mr. Peña sent a message to his clients expressing gratitude for their support and pledging continued value. “Thank you very much for your support. I will always dedicate myself to providing the best service and quality that I can. It’s the best I can give back.”
La Estrella Mexican Grocery store is located at 28 S. 14th St in Denison, IA.
Congratulations on 25 years in business!
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