Rodriguez Opens Estrella Cuban Market in West Sioux Falls

Yurien Rodriguez opened Estrella Cuban Market at 1412 W. 41st St. on Wednesday. The new store occupies a retail center that also houses John’s Shoe Repair. Rodriguez, 32, operates the location as a sole proprietor. He described the business as a Latino mini-market with authentic Cuban flavor. The inventory includes cold cuts, sweets, snacks, and daily Latino food staples.

Rodriguez arrived in the United States more than four years ago. He initially settled in Aberdeen because other family members lived there. He opened his first grocery store in that city in October 2025. That location is co-owned by Rodriguez. After operating the Aberdeen store for nearly a year, he decided to expand his operations. He selected Sioux Falls because it is the largest city in the region with an established Cuban immigrant population and no competing market.

The new market offers canned and packaged goods alongside fresh produce. Customers can purchase softball-sized avocados, plantains, refrigerated cheese, and meats. The store also stocks ground coffee and a selection of Cuban colognes. Rodriguez works with an importer based in Florida to secure his inventory. He stated that he promises fresh products every week. Customers may also bring parcels to the store for mailing to Cuba.

Rodriguez said he named the store after his mother. He expressed a desire to bring his culture to Sioux Falls. “I want people to be open to try some Cuban food and see if they like it,” he said. “I have food they have never seen.” His stated goal is to provide quality, variety, and great service in one place.

Speaking through an interpreter by phone, Rodriguez noted that ownership allows him to control his time and watch the company grow. He reflected on his background in Cuba, where he felt he lacked opportunity. “Now, I have an opportunity to give a better life to my family and to create a family,” he said.

Estrella Cuban Market operates from 10 a.m. to 8 p.m. on Tuesdays through Sundays. The store remains closed on Mondays. Rodriguez’s expansion marks his second venture as a small-business owner in South Dakota.