In cities across America, there are places where the aroma of fresh-baked flatbreads mingles with the spice of turmeric and the sweetness of rosewater. Where shop shelves are lined with dates from Iran, olives from Turkey, and teas from India. These aren’t just grocery stores—they’re cultural crossroads, places that bring people together through the universal language of food. In San Diego, one of the most notable examples of this kind of business is Balboa International Market, owned by entrepreneur Javid Javdani. But this market is more than a place to buy groceries—it’s a pillar of cultural connection and neighborhood strength.
A Neighborhood’s Heartbeat
When a community gains access to an international market, it gains more than just food. It gains a place that reflects the people who live there. International markets serve as anchors for immigrant and multicultural families, providing familiar tastes, ingredients, and traditions that help bridge the gap between the old country and a new life. For neighbors unfamiliar with these foods, the market becomes a place of discovery—a passport to flavors and stories they might never encounter otherwise.
Balboa International Market plays this role in San Diego. It’s a place where you can find Persian rice, Armenian cheeses, Russian chocolates, and Mediterranean olives—all under one roof. Walking through its aisles feels like stepping into another part of the world, yet it’s grounded firmly in the local community. It’s this dual identity—global in flavor, local in impact—that makes markets like this so vital.
Economic Inclusion Through Food
Running a business rooted in cultural identity requires more than simply stocking shelves. It demands a deep understanding of diverse culinary traditions, seasonal needs, religious dietary requirements, and even holiday schedules. It also means hiring people who reflect and understand the cultures being served. This creates job opportunities for those who might otherwise struggle to find work in mainstream retail, and it fosters an environment where employees and customers share mutual respect.
Javid Javdani has been intentional in creating such an environment. His team at Balboa International Market includes people from a variety of backgrounds, many of whom bring their own cultural expertise to the job. That diversity doesn’t just make for better customer service—it creates a sense of ownership and pride that radiates throughout the business. In many ways, the employees help carry the spirit of the market, just as much as the food does.
Creating Shared Spaces
Beyond commerce, international markets often serve as informal gathering places. Grandparents chat in their native tongues while picking over pomegranates. College students ask for advice on how to cook eggplant like their moms used to. People pause to admire the dessert counter, choosing something special for the end of a family meal. These little interactions may seem minor, but they build a sense of shared life and belonging.
In a time when many communities are fragmented—digitally connected but socially distant—physical spaces like these offer a valuable sense of connection. They invite conversations between strangers, rekindle memories, and introduce new perspectives. That’s the subtle but powerful work of cultural businesses. They make room for difference, while simultaneously reminding us how much we share.
Bridging Cultures, One Customer at a Time
It’s no small thing to open the door to cultures other than your own. Food provides a comfortable entry point. A shopper may walk into Balboa International Market looking for something new to try and leave with more than just groceries. They might leave with a new understanding of their neighbors, a newfound appreciation for another cuisine, or a story that they’ll tell their family over dinner.
Markets like Balboa also help break down stereotypes by showcasing the everyday beauty of cultures that are often misunderstood or misrepresented. Rather than being reduced to headlines or historical footnotes, these cultures are experienced through taste, scent, texture, and hospitality. That’s a transformative experience—and one that has the power to change communities for the better.
The Entrepreneurial Spirit Behind It All
The story of Balboa International Market wouldn’t exist without the vision and drive of its founder, Javid Javdani. His path—from working at restaurants and gas stations to becoming a pharmacist, then taking a leap into entrepreneurship—is rooted in resilience and an understanding of what people need beyond just products. His decision to invest in a small neighborhood grocery store and expand it into a thriving international market wasn’t just business savvy—it was a cultural investment.
Javdani recognized that food has a powerful role in preserving identity and creating bridges between people. That recognition has paid off—not just in terms of business success, but in the market’s place as a beloved institution in San Diego. The success of Balboa International Market stands as a testament to what can happen when someone sees the invisible threads that hold a community together and builds a business around them.
A Model for the Future
As America’s population becomes increasingly diverse, the need for inclusive, culturally aware businesses will only grow. International markets like Balboa aren’t just for immigrants—they’re for anyone who believes that food should be flavorful, inclusive, and rooted in real tradition. These spaces model what it means to do business with heart, to serve with curiosity, and to celebrate with purpose.
The business of culture is not just good business—it’s essential. It fosters respect, strengthens neighborhoods, and gives people a way to stay connected to who they are and who they’re becoming. Through food, these businesses create common ground where differences are not just tolerated but embraced.
And that, perhaps more than anything, is the quiet brilliance behind places like Balboa International Market. It’s not just about selling groceries. It’s about nourishing the soul of a neighborhood—one meal, one customer, one story at a time.