Celebrating 100 Years of Prisco’s Family Market
Prisco’s Family Market has thrived for 100 years, weathering various challenges including the Great Depression, recessions, a pandemic, inflation, floods, and a severe windstorm. Located on Prairie Street in Aurora, the store remains independently run, with a unique approach that sets it apart from large chains.
Staying Relevant Through Tradition
Fourth-generation President Andy Guzauskas attributes the store’s success to its direct relationship with customers. “We have one income stream. People have to walk through the front door. We have to give them what they want,” he explained. The market focuses on offering food made traditionally, with recipes from its kitchen and ingredients often sourced locally. Providing fresh, homemade meals is part of their commitment to the community, which is a distinct advantage over big competitors.
Legacy and Growth
Prisco’s began in 1926 when Italian immigrant Tony Prisco started selling produce from a truck. Over the years, the family expanded the business, moving into larger locations as needed. By 1992, they settled on Prairie Street. The market has been a family endeavor, with many relatives contributing to its operation.
Guzauskas, who succeeded in running the store after his uncle’s health issues, is seen as the ideal leader to continue the family’s legacy. His mother, Beth, praises his people skills and analytical mind, essential for facing modern challenges head-on.
Modern Challenges and Community Support
Today, the market faces complicated dynamics, including rising grocery costs and competition with large chains like Walmart. Despite these hurdles, Prisco’s is committed to fresh, local food and still provides catering and delivery services, a practice they offered long before such services were common.
The store’s centennial celebrations include collaborations with local distillers and brewers, along with special promotions and throwback pricing. Maintaining strong community ties has been fundamental; the Priscos continue to support local nonprofits and first responders, as demonstrated during significant community events.
Resilience Through Adversity
Last August, a severe windstorm significantly damaged the store, closing it for over two months. Despite this setback, community members offered aid, showcasing the strong bond between the market and its patrons. “The understanding is that we are here because you want us here,” said Andy, capturing the essence of Prisco’s enduring presence.