Barons Market In Wildomar ‘Exceeding Expectations’

Turns out, Wildomar is a sweet spot for Barons.

Why did end up opening its doors in Wildomar on Clinton Keith Road?

“That’s a funny story,” said Rachel Shemirani, marketing manager for Barons and daughter of the company’s founder.

Wildomar was not on anyone’s radar at company headquarters in San Diego in the late 2000s, but Rachel’s dad, Joe, saw something special in the tiny city.

“He scouts locations. He’s the gatekeeper,” she said. He found Wildomar and liked the neighborhood and the demographics. After doing his homework, he informed the Barons team that he had found the ideal spot to open a new flagship store.

“Wildo-what? We thought he was crazy. We were a little nervous,” Rachel admits with a laugh.

Turns out, Wildomar is a sweet spot for Barons.

The grand opening for the 18,000-square-foot store was held nearly two years ago on March 21, 2010, and business has “exceeded all expectations,” according to Rachel. “There’s definitely a buzz in the air, but we don’t know where it’s coming from.”

Rachel concedes that surrounding businesses inside the upscale strip center play a factor. moved in after relocating from across the street and now patrons who come for dinner often have to wait for a seat. Moms and dads picking up their kids from the charter school inside the center -- – can be spotted doing their grocery shopping at Barons. A martial arts school, a yogurt shop, a Jiffy Lube and a KFC are also neighbors.

But Rachel believes the players inside the store are the biggest factor.

“We have such a great team,” she said of the Wildomar employees. There are 25 people working at the store, and nearly all have been there since the opening, Rachel said.

“They are part of the family, whether they like it or not. Sergio [Sergio Guzman, the Wildomar store manager] started with us when he was 16 or 17. He’s in his early 40s now,” Rachel said.

Barons is family – literally. Call the corporate office and the automated greeting offers up a list of employee extensions to choose from, many -- if not most -- have the Shemirani last name.

“Yes, we are definitely a family business,” Rachel said.

Barons goes back more than 20 years. The company sprouted up in 1991 with a line of specialty foods and wines in San Diego, then broadened to include more produce and organic offerings, Rachel said.

“We offer high-quality products like Dean & Deluca or Zabar’s in New York, but our prices are more like Trader Joe’s,” she said, noting that the company’s primary focus for 2012 is expanding its line of locally sourced products. Currently, the store almost always features some locally grown produce, and many specialty food items, including Temecula wines, are available.

Currently, Barons has four stores: Wildomar, Temecula, Pt. Loma and Rancho Bernardo.

“Each is very different, but community is always very important to us,” Rachel explained. “Wildomar is tight-knit; we look for that. We want to be that true neighborhood market.”

Rachel said the company wants to be part of the neighborhood by giving back to the community. Causes involving youth and animals are the biggest benefactors. and the are just two of several local organizations that have seen support from Barons, Rachel said.

“We aren’t going anywhere,” she added. “Wildomar is a great place for us to be.”

Martha L. Bridges February 05, 2012 at 03:35 PM
Barons is a great addition to the community and their produce is the best in town. It is a pleasure to shop where the staff is so customer oriented. They do an outstanding job.
J Carabine February 05, 2012 at 03:57 PM
Baron's is my favorite place to shop. The staff is the friendliest and genuinely cares about their customers. The local grocery stores could learn a lot from this staff!! I love the samples always being offered, the soup bar, they serve Illy Coffee ( also one of my favorites.) They sell unusual cheeses in small packages so you can try them without committing to something you may not like. The olive, salad bar is awesome, bread great. They always have cold wine and beer. Lots of bulk items and Julian Pies. They really are a tight knit group / family and are a team, it is always a pleasure to pop in there. Wildomar needed Baron's ! Glad they are here to stay !
Jennifer Pike February 05, 2012 at 05:16 PM
Baron's is simply delicious! Sergio has a heart of gold. Denise the cashier is one of the friendliest cashiers you will ever meet, and she remembers you and genuinely asks how you are doing. Baron's supports local business as well. Baron's also has this gem of a soup station that I get lunch at frequently. Seriously, I tell people about this store because they are awesome! Thanks Baron's! <3
Diana February 05, 2012 at 05:25 PM
How come we can't ever get something like this in Lake Elsinore, there I go again taking my tax dollars to another City, Barons sounds like just the place I need for fresh fruit and veggies I will be checking it out today.
john February 05, 2012 at 11:51 PM
Good to see a place that sells healthy food. Too much fastfood and trashy restaurants here.
Dog February 06, 2012 at 12:03 AM
How fresh are the Kibbles and Bits? Do they carry designer dog-water?
Tonto February 06, 2012 at 01:09 AM
What? the greatest tourist mecca in the western hemisphere ain't working. Elsinore got its throat slit over 20 years ago by previous councils creating the great TOURIST MECCA. LMAO :) tourism LOL
Roberto February 06, 2012 at 02:24 AM
Lake Elsinore is getting ready to change it's name to "Lower Tuscany" in honor of of the great leaders who dictate low income housing from above.
Martha L. Bridges February 06, 2012 at 12:37 PM
Let's not forget the wonderful fresh flowers and beautiful potted plants...always carefully selected and nicely displayed. Baron's is a mecca for spur of the moment gifts and hostess presents. They have a splendid selection of prepared take-away dishes, sandwichs, hot soups and salads too. It's especially nice that many of their items can be purchased in small quantities or just the amount you actually need. Unlike the warehouse stores and supermarkets, this allows singles or couples to buy only what they can use and cut down on wasted foods. So glad to know Baron's is doing well. If Wildomarians want more better quality shops and services, we need to support the ones we have by shopping locally.
Diana February 06, 2012 at 05:15 PM
I so agree LE resident, we also need a kohls, Ross, TJ Max, Home Goods Store and a Michaels. Our Outlet Mall is a joke and the only other shopping we have is Walmart and Target, Walmart should be referred to as China mart, everything they sell for clothing is crap, but it wear it once, wash it dry it and throw it out. LOL The only thing that our Target has going for it is that it does provide a grocery store for all those that live up on the hill on Hwy 74, without Target these folks would have no where to buy groceries.
Alison February 06, 2012 at 09:20 PM
Barons is the best!!! My son has many food allergies so we are very limited to what we can shop for. Barons has so many items! I LOVE THIS STORE! I miss it when I'm away! There is no other store I could compare them with, there just isn't one like it. The meats I have to compliment- very good quality at the lowest possible price. But most of all, the store wouldn't be the same without all the amazing people that work so hard to bring us an outstanding grocery store. Thank you so much, we are grateful to have you Alison and Maddox
Roberto February 07, 2012 at 03:35 AM
Trader Joe's to the north, Barrons to the south....nice!
Kristina February 08, 2012 at 03:11 PM
Big fan of their Gluten Free selections! Keep up the great work Baron's!
Vanessa February 08, 2012 at 06:31 PM
I love barons. They offer a great selection, have great prices and the nicest staff. I am a resident of murrieta and im so grateful barons is not to far. Plus my son loves the hotdog drink combo they offer in the summer! Only 3 dollars. Honestly its the friendly helpful staff that has me returning!!!!


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