The Grocery Outlet Banner as it appeared on January 19, 2025 (Photo – ColoradoBlvd.net).
Six weeks after the devastating Eaton Fire, the town’s beloved Altadena Grocery Outlet will reopen its doors to the public on Wednesday, February 19, 2025.
By News Desk
The store’s reopening symbolizes hope for a community that has faced unimaginable losses in the wake of the disaster.
The Valenzuela family, owners of the store, expressed a mix of joy and bittersweet emotions as they prepare to welcome customers back. “In many ways, it’s a banner day for our community, and a sign of hope for many residents who worry that they’ll be forgotten. We’ve truly missed serving our customers,” said Sandra Valenzuela, who operates the store with her husband, Jose. “Reopening will be bittersweet for us, as we know that so many in Altadena have experienced tremendous loss — including five of our employees who lost their homes. We know there will be tears, hugs, and many tales to be told as the community recovers and rebuilds. We feel fortunate, despite our own struggles, to be able to reopen – and we sincerely hope other Altadena businesses will be able to reopen soon. Overall, this is a bit like waking up from a recurring nightmare.”
The fire, which destroyed homes and businesses around the store, left the building mostly intact. While the exterior was scorched and the paint bubbled from the intense heat, the mural that has become a symbol of Altadena — the “Greetings From Altadena” postcard — survived without damage. The iconic bear mascot, known as “Rubio,” also survived but now proudly wears a firefighter’s helmet as a tribute to those who worked to save the community.
During the recovery period, the Valenzuelas opened their parking lot to various disaster-response groups. Organizations like the American Red Cross, ShelterBox USA, and the Los Angeles County Department of Health used the space to distribute aid to those in need. The store also hosted a large-scale aid event in partnership with the local Rotary Club, providing food and supplies to thousands of residents.
“We’re doing everything we can to help our friends, customers, and even folks who’ve never been in our store,” said Jose Valenzuela.
In preparation for reopening, the store underwent extensive cleaning to meet HEPA standards, and all new stock has been brought in with the help of Grocery Outlet’s corporate office. While the reopening is a bright moment for Altadena, many residents are still grappling with the aftermath of the fire.
Longtime Altadena activist René Amy, who also lost his home in the fire, played a key role in creating the “Altadena Strong – We Will Rebuild!” banner, which has become a beacon of resilience for the community. “As to that huge banner, it took them less than a heartbeat to say ‘Yes’,” Amy said. “The bottom line is that Sandra and Jose are great, down-to-earth people, and I’m proud to have them as friends.”
As the community begins to rebuild, the reopening of Altadena Grocery Outlet serves as a reminder of the strength and unity that define Altadena.
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