From goldfish food to grandma’s nutritional drinks, Masatani’s Market has filled Guadalupe’s grocery needs for more than a century. 

The family recently announced their decision to close the store after 102 years, prompting residents to share memories, celebrate decades of community support and mourn a market that one shopper said sells “a little of everything.”

“After more than 100 years of serving Guadalupe, the Masatani family will be closing our grocery store on December 8th,” the family shared on social media. “With four generations (five if you count Stevie), this was not an easy decision, but it’s time to hang up our blue aprons.”

Exiting the business based at 771 Guadalupe St. will give them more time to spend with family, including patriarch Harry Masatani, now 98, and granddaughter Stevie. 

“We would like to honor the legacy of Papa San and Mama San, who founded the store with a vision of serving the community,” the post said, noting the importance of the many family members “to continue Papa San’s vision.”

They also remembered generations of shoppers. 

“Thank you to our loyal customers. For decades, you’ve trusted us to be part of your daily lives. Whether it was a quick stop for bologna or bacon, preparing for a BBQ, or finding that one essential ingredient, it’s been our privilege to serve you and be a part of your meals,” the post by Tina Gutierrez Masatani stated.

Gutierrez Masatani declined to comment beyond the post, saying they were overwhelmed. Her original post in one Facebook group received 200 comments.

The small city lacks any chain grocery stores and has a few other smaller shops, but none with the meat counter and fresh produce loved by Masatani’s customers.

“The location of the market has been the hub of the community not only for ease of shopping but for the very friendly staff they have had in the employment for decades,” Mayor Ariston Julian said.

“It’s been the lifeline,” said Shirley Boydstun, Guadalupe’s historian. “When they said they were going to close, 99% of us panicked.”

“It’s a longtime staple in the community,” Councilman Gilbert Robles, a lifelong Guadalupe resident, said. “I can recall going in there as a kid when the grandfather was running it. His name was Yoemon, and everybody just knew him as Papa San.”

The store provided small-town customer service.

“Definitely, they’re going to be missed. The community’s kind of in shock,” Robles said, adding that he’s happy Brian Masatani can celebrate his retirement.

Boystun and others noted the ways the Masatani family helped the community, such as quietly supporting fundraisers.

“The Masatani family has always assisted nonprofit organizations via food discounts for fundraising activities for local residents,” Julian said. “They were well known for giving credit to farm-working families during the off season by simply allowing the unemployed to charge for food they needed without any credit checks but simply understanding that the market would be paid when individuals or families would start the work season.”

“The family has done amazing things for Guadalupe,” Santa Barbara County Fifth District Supervisor Steve Lavagnino said.

Since the weekend announcement, residents took to social media to lament the looming loss of the family-run market.

Supporters said the family deserves “recognition and (to) know how much the community appreciated them.”

Customers also have snapped up apparel sporting the market’s logo or boasted about those previously purchased and now deemed precious reminders of the family-operated business. 

A proclamation recognizing the market and the Masatani family will be presented during an upcoming Guadalupe City Council meeting.

In addition to serving generations of residents, the store hired many employees, some of whom worked for more than 20 years. 

A new operator reportedly will take over store operations, but details weren’t available.

The mayor noted the importance of the Masatani family and others with Japanese roots for contributing “to making Guadalupe a small town with a big heart.”

“It will be difficult to shop in the Masatani store without a family member present to greet you. For 102-plus years, there has always been a Masatani to serve you with respect, a friendly smile and a ‘How are you?’ greeting,” Julian added.

The Masatani announcement noted the mutual memories the family and customers share, including hearing Harry’s jokes and exchanging recipes with Kim, “though she kept her carrot cake recipe to herself.”

“We recognize this store has been more than just a family business — it’s a cornerstone of our town and a piece of local history,” the Masatani post said.

“As we close this chapter, we do so with gratitude for your trust, loyalty and kindness. Thank you for being part of this ride and for all the fun memories. We were proud to be a part of this tight community.”