In a city as culturally rich as Minneapolis, food serves many purposes: It’s sustenance for our families, a way to celebrate diversity, share traditions, and build connections. When an Aldi closed its doors near the Powderhorn Neighborhood of Minneapolis five years ago, it left behind a significant gap in food accessibility in an already vulnerable community.
Sensing the urgency of this issue, entrepreneur Daniel Hernandez stepped up with a solution: launching his own supermarket chain, Colonial Market and Restaurant.
For Hernandez, founding this supermarket goes beyond launching a business venture; it’s an opportunity to address the needs of underserved communities while fostering cultural pride. Colonial Market quickly became known for its authentic offerings—everything from fresh plantains to handmade tortillas—and a welcoming atmosphere that reflected the warmth of his culture.
But the goal wasn’t just to cater to a niche market. Hernandez saw the bigger picture. His community was facing more than just a lack of familiar foods. They faced food insecurity and lacked adequate access to fresh, affordable groceries.
“I saw my people in need of a larger local supermarket where they could find everything they need,” he said. “Late last year, I decided to expand and become the biggest Hispanic-owned supermarket chain in Minnesota.”
Hernandez grew up humble in Acapulco, Mexico, in a multiracial Black and Mexican family. His unique background informs his approach to operating his supermarkets.
“I’m a minority in my own community. I have 30% African heritage, and I’m very proud to identify as an Afro-Mexican,” Hernandez said. One of the most striking qualities of Colonial Market is its ability to nurture a diverse network of people. He doesn’t shy away from providing to those who need it.
“Many people got freaked out by my idea to open a location in North Minneapolis because it’s a predominately African American area,” Hernandez said. His response to that was simple—“Don’t you see me?” As a mixed minority, he developed an unwavering commitment to fostering solidarity between Latino and Black communities. He views their shared struggles as an opportunity for unity.
“I believe Latinx and Black people should support each other’s ventures. We’re all interconnected,” he said. “We shaped America into the country it is today together.”
Beyond increasing food access, Hernandez hopes to stimulate growth in disadvantaged neighborhoods by creating job opportunities. With more than 85 employees already, he sees his business as a vehicle for empowering people. He plans to hire an additional 30 to 40 workers for the North Minneapolis store, supplying jobs in areas where people need them most.
“One of my goals is to make sure that we can create local jobs in the community and grow as a local Latin- and Black-owned business in Minnesota,” Hernandez said. “We’re strong enough to liberate each other. We don’t have to look outside of ourselves for help.”
He is determined to aid in the progressive development within minority-dominant areas.
“This is how we can empower a community to be vibrant and growing. We’re growing and making sure our kids are healthier and aren’t experiencing the hardships of our ancestors,” he said.
Hernandez’s vision is rapidly expanding. Since opening his initial location at 2750 Nicollet Ave., he is developing two additional locations, one in North Minneapolis and the other in East Bloomington.
“My mission is to be in neighborhoods where food deserts are on the rise. Where there’s a high demand but limited options. I’m focused on trying to serve those with the most need,” he said.
Hernandez envisions his Colonial Markets as “one-stop shops,” offering a combination of fresh produce, cultural foods, and prepared meals. He also aims to provide a safe space where neighbors can connect and feel seen.
Food deserts—areas where residents have limited access to affordable and nutritious food—present a challenge. Hernandez recognizes that the root of the problem goes beyond the presence of grocery stores. It’s a complex, multifaceted issue.
“One of the biggest problems contributing to food deserts is transportation,” Hernandez noted. “Even if people have cars, they might not be able to afford the added cost of gas when driving to a store. When you have a tight budget, even a few dollars is a lot of money.”
He is doing his part to combat this by focusing on making Colonial Market as accessible as possible. Soon, he will be offering discount cards to residents within a three-mile radius of any of his store locations. Anyone under age 55 gets 10% off, and elders receive 15% off. They’ll receive one discount card that’s good for life.
Additionally, Hernandez plans to partner with local nonprofits and churches, offering his stores and parking lot for events. His vision extends far beyond simply running a successful business. He is eager to create lasting change and inspire others to do the same.
Alexzia Shobe welcomes reader responses to ashobe@spokesman-recorder.com.
Thank you for sharing info about this great store–their street tacos at the Nicollet and 28th street store in South Minneapolis are THE BEST and the most affordable!!!