"If business or life gets tough, you need to be prepared for change." ~Pete Jordano
When people describe the former CEO of Jordano's Foodservice, Pete Jordano, the simple yet powerful adjective "kind" is often said. Given his reputation as a wise and thoughtful leader of the leading independent foodservice distributor in Central and Southern California, we want to pay tribute to Pete and his family's legacy as a local business to respect and admire.
You may recognize the freight trucks around town emboldened with the name, but Jordano's started family-owned small. The Jordano Brothers Grocery Market opened at 706 State Street on March 1, 1915, complete with "high grade staple and fancy groceries," according to their IG. Today, it's the 35th largest independent food service operation in the US.
The company's motto is the same as it was at inception: "Serving our patrons with reliable, standard merchandise at uniformly low prices, fair dealing, and courteous treatment will be the business policy of this store. We respectfully solicit a share of your patronage on this basis."
Born and raised in Santa Barbara, Pete is the son to one of the four founding Jordano brothers. He came into his CEO post in 1975 after starting as a truck driver for the company. When faced with the prospect of a post-Vietnam recession and the growing popularity of supermarkets, it was his idea to reposition the company away from delivering fresh food and into distribution.
"That was a terribly tough decision to shift the business away from the roots as a successful family-owned grocery chain and restructure it as a distribution business," says Pete on the Jordano's website. But Pete's idea was sound, evolving the successful tri-county store chain into Jordano's Inc., with 500 percent growth within the first decade.
Jordano's weathered the Great Depression and, most recently, the COVID-19 pandemic. They've adapted to the food service industry's ups, downs, and trends. Their longevity is also attributed to maintaining their commitment to quality, customer service, and serving the community.
The company's dedication to service extends from its employees to its customers. With about 546 employees, the average employee has a 16-year history with the company. Everyone in the company is considered extended family, and that's celebrated at an annual picnic for employees and their families at the Santa Barbara Zoo.
"Taking care of people and employees, being kind is the key to our company's success for 100 years. Saying 'thank you' is easy to do and feels good," says Pete.
Their service-minded ethos is closely tied to community. From events honoring top scholar-athletes at UCSB and Westmont to the Scholarship Foundation of Santa Barbara, supporting local athletics and academics are important initiatives for Pete and his wife, Gerd.
Jordano's continues to be family-owned, and Pete's son, Jeff Jordano, is president of Jordano's and Pacific Beverage, the company's beverage division. "My father embodies the family's long-term commitment to the Santa Barbara community. Jordano's has been a sponsor of Fiesta every year since its inception 100 years ago. With Gerd at his side, the two are a force. I think I need size 14 feet," says Jeff.
Aware that he's working well past retirement age, Pete still shows up at the office a few days a week. Knowing Jordano's is in good hands with a solid foundation, he feels confident about the company's future success.
jordanos.com
Article by Samantha Durbin
Photography by Emily Merrill
Originally published in Santa Barbara Coast City Lifestyle