The story behind Sedano's Management strikes a chord with many of its South Florida customers. Armando Guerra Sr., a Cuban banker and grocer, came to the US in 1961 and bought a small grocery store called Sedano's. He kept the name and grew it into a chain of about 35 supermarkets in southern and central Florida. The stores play salsa music on the speakers and the clerks greet customers in Spanish. Packaged Hispanic foods and Latin American fruits and vegetables sit on the shelves next to typical American fare. The company is the largest member of Associated Grocers of Florida. The Guerra and Herran families (CEO Manuel Herran married the founder's niece) own most of Sedano's.
Sedano's opened its first locations in Central Florida in 2010 following the acquisition of three stores there from Albertsons in 2009. In 2007 the firm sold its 11 stand-alone Sedano's Pharmacies to local rival Navarro Discount Pharmacies.
The dismal economy in Florida has hit both Sedano's customers and its employees. In response, Sedano's is offering its 2,600 hourly employees a $30 gift card each month to help them defray the cost of food.
Meanwhile, the family-owned supermarket chain is facing increased competition from Florida grocery giant Publix Super Market, which is expanding its Sabor format (launched in 2005) to tap the growing Hispanic market. – less