Javid Javdani is an entrepreneur and the owner of Balboa Market, an international food market located in San Diego, California.
Originally from Iran, Javid Javdani moved to the United States in 1982 and brought with him a deep appreciation for the role food plays in connecting people across cultures. After a successful two-decade career as a pharmacist, he transitioned to entrepreneurship, driven by his passion for community engagement and cultural exchange. In purchasing a small grocery store in San Diego’s Clairemont neighborhood, Javid transformed it into a thriving international market known for its high-quality, authentic products from around the world.
Under Javid’s leadership, Balboa Market has become a cultural hub, providing a unique shopping experience for the diverse communities in San Diego. His careful selection of authentic products—ranging from Middle Eastern spices to Latin American staples—ensures customers can find ingredients that reflect their heritage, while also introducing others to new flavors and culinary traditions. Committed to quality and authenticity, Javid applies a meticulous approach to sourcing and safety, ensuring all products meet the highest standards.
Beyond just a place to shop, Balboa Market serves as a gathering spot, with events such as cooking demonstrations and tastings that foster community connection and cross-cultural exploration. Javid’s work exemplifies his dedication to offering an inclusive, welcoming space that celebrates diversity, bridging cultures through food and contributing to San Diego’s vibrant cultural landscape.
What inspired you to transition from your career as a pharmacist to owning an international food market?
It wasn’t a decision I made overnight. I spent nearly two decades in pharmacy, and while I found the work fulfilling, I felt there was something more I wanted to do that connected with my heritage and love for community. As an immigrant, food has always been a powerful link to home. I remember the first time I found the right spices and ingredients from Iran here in the U.S.; it immediately brought back memories of family gatherings and meals back home. When I came across the opportunity to buy a small grocery store in San Diego, I saw it as a way to help others experience that same feeling—to create a place where people could find the ingredients that reminded them of their roots, while also introducing others to flavors they hadn’t encountered before.
What were some of the biggest challenges you faced when you first took over the market?
There were quite a few challenges, honestly! First was sourcing authentic products. Finding suppliers who could provide ingredients that met the quality and authenticity standards I envisioned wasn’t easy. I had to build relationships with suppliers, both locally and internationally, and it took time to find the ones who aligned with my commitment to quality. Another big challenge was learning the ins and outs of running a food retail business. Pharmacy and food retail are different worlds, so there was a lot of trial and error in managing inventory, understanding customer preferences, and building a loyal customer base. I quickly realized that people were looking for fresh, high-quality ingredients that they could rely on.
How did your background in pharmacy influence the way you manage Balboa Market?
My time in pharmacy taught me the importance of precision and care, and those principles are definitely part of how I run the market. In pharmacy, safety and quality are non-negotiable; every product needs to be handled with care. At Balboa Market, I make sure we have rigorous standards for the products we sell, especially with perishables like produce and meats. We store items properly, monitor freshness, and train our staff to handle food safely and respectfully. My background also gave me a strong foundation in customer service. As a pharmacist, I had to connect with people and understand their needs, and that approach has carried over to how I engage with customers here at the market.
What does a typical day look like for you as a market owner?
Every day is different, which I really enjoy. I usually start the day by checking in with my team and reviewing inventory. Freshness is our top priority, so I want to make sure our produce, dairy, and other perishable items are in the best possible condition. Then, I spend time on sourcing. I’m constantly looking for new suppliers and products that will add variety to the market and meet our standards. I also interact with customers daily—it’s one of my favorite parts of the job. People from all over San Diego come in, and it’s wonderful to see them find ingredients that are meaningful to them or discover something new. Occasionally, we host cooking demonstrations or tastings, which gives me a chance to share our products in a more personal, interactive way.
How has Balboa Market impacted the local community?
I’m grateful that the market has become a place where people feel connected to their culture and each other. San Diego is incredibly diverse, and Balboa Market reflects that. We’re not just a grocery store; we’re a gathering place. Customers often share stories with me about how finding a specific spice or ingredient makes them feel closer to home, and that’s exactly what I wanted to achieve. We also have regulars who come in to explore foods from other cultures, which is wonderful to see. It’s been rewarding to watch the market become a small cultural hub, bridging communities through food. We recently introduced some cooking classes, too, where people learn how to cook dishes from different parts of the world, and it’s been amazing to see how much people enjoy connecting in that way.
What advice would you give to someone interested in starting a food-related business?
Start with a clear vision and stay committed to it. For me, it was all about quality and authenticity. Food has such a strong cultural significance, and if you’re providing people with ingredients they love and trust, you’re giving them a piece of home or a new experience to enjoy. Be ready for challenges because they will come, especially with sourcing and maintaining quality. Building good relationships with suppliers and understanding your customer base is crucial. Also, don’t be afraid to learn as you go. I wasn’t trained in food retail, so there was a lot of learning in those first few years. And finally, connect with your community—listen to what they want and value, and show them that you care about their experience. It makes all the difference.
Looking ahead, what are your future goals for Balboa Market?
I’d like to expand our offerings even further. We’re constantly adding products from different regions, and I want to make sure we keep up with the diversity of our community. I’m also looking into more sustainable practices, such as eco-friendly packaging and waste reduction. On a community level, I hope to host more events that celebrate cultural heritage and bring people together. The goal is for Balboa Market to be a place that represents not just great food but a welcoming space for everyone.
Read more:
From Pharmacy to Market: Javid Javdani on Building a Cultural Hub Through Food