Superior Grocers serves as ‘super’ addition to Dinuba

Dinuba welcomes new supermarket Superior Grocers in former SaveMart location at Mercantile Row

Superior Grocers takes over the old Dinuba Save Mart building on El Monte Way. (Kenny Goodman)
Superior Grocers takes over the old Dinuba Save Mart building on El Monte Way. (Kenny Goodman)
Serena Bettis
Published February 13, 2024  • 
1:00 pm

DINUBA – Continued economic development is on the menu for the city of Dinuba as Superior Grocers became the first new store to open in the revitalized Mercantile Row shopping center. 

The Southern California-based chain hosted a grand opening on Feb. 7 that brought out a large crowd of residents and city officials to explore the new grocery store and celebrate all it has to offer to the community. The Dinuba location is the 72nd store Superior Grocers has opened, but just one of a few in the Central Valley.

“We are excited to open our 72nd store in Dinuba and provide the community with a superior shopping experience,” Richard Wardwell, Superior Grocers president and CEO, said in a press release. “Our commitment to quality, variety and exceptional customer service remains unwavering as we embark on this new journey.”

At the Dinuba location, customers can find a wide selection of floral arrangements, fresh produce, a bakery, a meat and seafood department and a tortilleria. Superior Grocers also offers hot foods made in-store. 

Many stores offer ATMs, water vending machines, coin counting machines and utility bill processing. The chain also has a weekly ad that customers can view on its social media pages or subscribe to for emailed updates.

Currently, the new Superior Grocers employs 109 people, store manager Christian Javaloy said.

According to its website, Superior Grocers’ core values are integrity, service, passion and excellence. The chain states that it “prospers in neighborhoods where others have failed” because of its investment in and commitment to the communities it serves.

The company’s philosophy is to offer high-quality products at low prices with exceptional customer service. 

The Dinuba Superior Grocers is located at 2150 East El Monte Way — where the Dinuba SaveMart was previously — and is open from 7 a.m. to 10 p.m. daily. 

A ‘super’ grand opening

Superior Grocers is an independently-owned chain that focuses on providing a wide variety of products. It began in 1981 with one store in Covina, a city in Los Angeles County, and has locations spread throughout Southern California. 

The chain has been expanding north into the Central Valley, with two locations in Bakersfield, the second of which opened in 2020, a location in Tulare that opened in 2022 and now a location in Dinuba. 

“This significant expansion marks a milestone achievement for Superior Grocers, and underscores its commitment to serving communities across California,” the chain said in a social media post on LinkedIn.

Many Dinuba figureheads joined in the grand opening to celebrate the new establishment, including Dinuba Mayor Maribel Reynosa, Vice Mayor Rachel Nerio-Gerrero, Councilmember Kuldip Thusu, Tulare County District 4 Supervisor Eddie Valero, City Manager Luis Patlan and Assistant City Manager Daniel James. 

“We extend our heartfelt thanks to Robert Palmer, the owner of the shopping complex, for his investment in Dinuba,” Thusu said in a statement sent to the Mid Valley Times. “Our gratitude also goes to Superior Grocers and its owner, Mimi Song, for their commitment to Dinuba, creating a world-class grocery store that meets our local needs.”

During the grand opening, Superior Grocers also donated $6,000 to Dinuba youth, presenting $3,000 checks to Dinuba High School and nonprofit organization Tulare-Kings Campus Life, which runs mentorship programs for students who live in single-parent households. 

The new store is just one piece of the development happening on the east side of Dinuba. As reported by the Mid Valley Times in October 2023, Ross Dress for Less and Sequoia Foods are also opening in Mercantile Row — the shopping center along El Monte Way that sits between Randle Road and Road 92. 

Sequoia Foods celebrated its grand opening just a few days after Superior Grocers, on Feb. 10. The store’s address is 2270 East El Monte Way and it is open from 7 a.m. to 7 p.m. daily.

Plans for residential growth in the area have also been moving through the city, including a 99-home subdivision in the northeast corner of El Monte Way and Crawford Ave that was reported on by the Mid Valley Times in December 2023. 

Thusu called the opening of Superior Grocers a significant milestone in the city’s decade-long effort to develop the east side of Dinuba. 

Serena Bettis
General Assignment Reporter