Herrán is part of his family’s second generation to lead Sedano’s. Starting with a single Hialeah store in 1962 to serve the influx of Cuban immigrants, the Guerra and Herrán families built Sedano’s into a chain that now has more than 30 stores and 3,000 employees in Southeast Florida and Orange and Osceola counties, catering to a range of Hispanic tastes with specialized goods and low-priced staples. The firm is one of the largest Hispanic-owned retailers in the nation. In 2019, it opened its 35th store in Florida and its 10th location in Hialeah.

Herrán has brought in new technologies to ensure his company’s continued growth. In 2019, Sedano’s made headlines for being an early adopter of robotic technology in an effort to process online orders quickly and efficiently while at the same time satisfying the cravings of Millennials who want to shop on their phones.

Because of its new robotic fulfillment center, Sedano’s customers can now order online and have their groceries ready for curbside pickup at their neighborhood store within a couple of hours. Initially available in 15 stores, the service is being rolled out throughout the chain.

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