Prisco’s Family Market: A Century of Community and Resilience

Rob Prisco recalls his Saturdays spent bagging potatoes with his grandfather, Tony Prisco, who founded Prisco’s Family Market in 1926. Back then, the Priscos, an Italian immigrant family, lived above their store on Lake Street, gathering for Sunday dinners in a single room. For many in the Prisco family’s fourth generation, the Lake Street store was a childhood landmark.

Andy Guzauskas, Rob’s nephew and the current manager of the market, remembers his kindergarten days playing in the store’s basement while his grandmother crafted large paper grocery signs. Cousin Marisa Boedewig recalls skipping school to play games in the store’s back room with her grandmother. The store relocated to West Prairie Street in 1996, by which time the fourth generation, including Boedewig, worked there. She even met her now-husband through what she describes as a serendipitous encounter involving a potato.

Today, as the market celebrates 100 years in business, Boedewig’s children call her aunt the “cookie lady.” Guzauskas, who assumed control in 2016, represents the fourth generation of Priscos at the helm. Rob Prisco notes the store still uses the same treasured Italian sausage recipe.

The Prisco family, employees, customers, and local officials gathered to celebrate the centennial anniversary of Prisco’s Family Market, even braving the cold rain. Rob Prisco expressed gratitude, acknowledging the pivotal role of their loyal customers. He highlighted the challenges independent grocery stores face, especially in today’s economic climate. Federal cuts to the Supplemental Nutrition Assistance Program and rising operational costs strain the industry. A study indicated that independent grocery stores in Illinois average a mere 1% net profit margin.

Guzauskas shared how significantly rising costs challenge the family market. Individual electric bills may rise modestly, but the market’s soared by $4,000 monthly. Equipment prices increased after the COVID-19 pandemic. Recovery was tough last year after storms damaged the store’s roof and freezers. Navigating the fallout from the market’s largest wholesaler, Central Grocers Cooperative, folding in 2016 posed its own set of challenges.

When asked about his strategy to maintain balance, Guzauskas jokingly attributed success to ‘magic,’ although he later emphasized the importance of daily diligence, teamwork, and vendor collaboration. Memberships with organizations like the National Grocers Association and the Illinois Retail Merchants Association provided valuable support. The store is now applying for state grants aimed at renovating their refrigerated and frozen sections.

Beyond offering food, Guzauskas stressed the store’s mission to educate customers about their consumption choices. He believes in personalizing service, evidenced by customers’ loyalty. Kevin Boedewig, Marisa’s husband, praises the store as a community nexus where a quick shopping trip often extends into a social visit. Employees help customers to their cars, reinforcing a welcoming environment.

Aurora residents Charles and Karen Lorence, customers for over 45 years, value the store’s familiarity. They appreciate personalized services like holiday pâté orders and are greeted by name, making them feel unique.

Illinois State Rep. Barbara Hernandez supports the store for its community engagement, while Aurora Mayor John Laesch attributes its success to the owners’ community-first approach. Employees, including those working at the store for decades, echo this sentiment. High school students and long-time employees alike love the inclusive culture.

This supportive environment is what Guzauskas grew up in, teaching him the value of community. His approach emphasizes respect, good interactions, and mutual care, stating it motivates his daily work.