Walking into La Aurora Latin Market, the vibrant colors of Latin American flags hang proudly from the walls, each one representing not only a country but also showcasing products tailored to each unique culture.
The air is filled with the savory scent of seasoned meats and the sweet aroma of freshly baked goods, while the steady chop of the meat slicer echoes from the butcher's counter. From the tropical fruits stacked high to the shelves lined with familiar ingredients, every corner of the store invites you to experience the true essence of Latin American culture.
Founded in 1999 by Cuban owners Peter and Aurora Ynigo, La Aurora began as a small specialty store offering Latin products brought in from Miami.
“It grew gradually, attracting more customers as the city itself began to expand,” said 49-year-old Idamis Olivera, who works as one of the store's managers.
Over the last 25 years, the store expanded into the grocery store that stands today, providing specialty products from different countries, but also providing fresh produce, dairy and cuts of meat.
The market offers a diverse selection of specialty products from Latin American and Caribbean countries, including Venezuela, Mexico, Cuba, Jamaica, Brazil and more.
Each section of the store, grouped by products rather than countries, provides a variety of flavors and ingredients defining these cultures. From Venezuelan Maltín Polar Drink, which is a non-alcoholic beverage brewed from malt; to different types of Mexican chili peppers; to Cuban bread baked on-site daily; to various Jamaican jerk seasonings; the market doesn’t lack representation. Shoppers can find hard-to-come-by items like tropical canned fruits, authentic spices and traditional snacks all carefully sourced to bring tastes of home to the Gainesville community.
Olivera said their clientele is a good mix of regular and new customers, with most returning to the store to find the familiar products they need. When it comes to drawing in new Hispanic customers, Olivera said the majority of them come through word of mouth.
“If someone moves to the city, they might tell others, ‘Hey, there's a Latin grocery store here!’ and that’s how the new ones come,” she said.
While La Aurora primarily caters to the Hispanic community, it has also become a popular destination for people from a variety of backgrounds. The store’s selection of authentic Latin products draws in not only Hispanic customers seeking familiar ingredients from home, but also Americans and other locals curious to explore new flavors and culinary traditions.
“We may be small, but if you look closely, we have a wide variety,” said 47-year-old Milady Rodriguez, another manager for the store. “As far as I know, we’re the only ones that sell products like, for example, Jamaican palm oil for cooking, so customers come specifically to us to buy it.”
The store also offers traditional items, such as Cuban candies like Coquito de Leche and Coquito Prieto, which are coconut-based treats; Cremita de Leche, a sweet and creamy candy made from milk and sugar; and Turrón de Maní, which is a traditional Cuban peanut brittle made with roasted peanuts, sugar and sweet syrup.
These products are brought directly from Miami on a truck, where they are made by Cuban bakers. Pork-based products like chicharrón, or fried pork skin; empella, which is a traditional Cuban pork product made from seasoned and slow-cooked deep-fried pork; and manteca de puerco, or rendered pork fat, are delivered weekly from Miami as well, all made by a Cuban company in the city.
These traditional Cuban products are just some of the offerings that make La Aurora a beloved spot for those seeking authentic Latin flavors. For customers like Isabel Hernandez, the store has become part of her weekly routine.
“I love the service, the products they offer, the pastries, the empanadas and many other things,” she said.
Hernandez visits the store not only to find familiar Venezuelan products, as she is Venezuelan, but also to enjoy buying the Goya products she loves.
From the vibrant array of products to the warm, welcoming atmosphere, the market continues to grow and adapt, meeting the needs of both long-time locals and newcomers alike. As the community around it evolves, so does La Aurora, ensuring the rich cultural heritage it represents will continue to thrive for years to come.
"We have a little bit of each country,” Idamis Olivera said. “We hope that everyone can find a piece of their homeland here in this store."
Contact Gabriella Chavez gchavez@alligator.org. Follow her on X @gabriellach19.
Gabriella Chavez is a senior journalism major and Spring 2025 Caimán reporter. Whenever she's not writing, you can find Gabriella reading, creating playlists or playing with her cat.
