Pancho Villa, founded in 2004 by Stephen W. Boney, was a beloved Latino supermarket known for its authentic Mexican products, including freshly made tortillas, produce, and a full-service carniceria. The closure, initially set for December 2024 but extended to early 2025 due to Boney’s health issues, was finalized after his passing on January 12, 2025, at age 81. The transition marks a significant shift for the area, which had relied on Pancho Villa as its only dedicated Latino market.
Stephen W. Boney's legacy is deeply tied to both Pancho Villa and Sprouts Farmers Market, reflecting his family’s long history in San Diego’s grocery scene. Born in 1943 into the Boney family, which began with a fruit stand in the 1940s, Steve and his brothers, Stan and Scott, expanded the business into a network of markets. Their father, Henry Boney, founded Henry's Farmers Market, which evolved into Sprouts Farmers Market when Stan Boney and his sons launched it in 2002 in Arizona.
Stephen W. Boney's legacy is deeply tied to both Pancho Villa and Sprouts Farmers Market, reflecting his family’s long history in San Diego’s grocery scene. Born in 1943 into the Boney family, which began with a fruit stand in the 1940s, Steve and his brothers, Stan and Scott, expanded the business into a network of markets. Their father, Henry Boney, founded Henry's Farmers Market, which evolved into Sprouts Farmers Market when Stan Boney and his sons launched it in 2002 in Arizona.
Steve, after running Boney’s Market Place, started Pancho Villa to serve the Hispanic community, a pioneering move before the rise of independent Latino markets in San Diego. Sprouts' takeover of the El Cajon Blvd. location brings the Boney family’s ventures full circle, though it has sparked mixed reactions due to the loss of a cultural hub. Pancho Villa’s San Ysidro location at 2004 Dairy Mart Road remains open.
To preserve some of Pancho Villa’s traditions, North Park Produce at 3551 El Cajon Boulevard introduced a "Super Mercado" section in late 2024, acquiring some of Pancho Villa's equipment and hiring some of its staff to maintain quality in products like tortillas and agua frescas. Meanwhile, Windmill Farms Community Market at 6386 Del Cerro Boulevard, operated by Steve’s brother Scott Boney, took over Pancho Villa's primary flour tortilla machine, with production expected to be operational this month.
To preserve some of Pancho Villa’s traditions, North Park Produce at 3551 El Cajon Boulevard introduced a "Super Mercado" section in late 2024, acquiring some of Pancho Villa's equipment and hiring some of its staff to maintain quality in products like tortillas and agua frescas. Meanwhile, Windmill Farms Community Market at 6386 Del Cerro Boulevard, operated by Steve’s brother Scott Boney, took over Pancho Villa's primary flour tortilla machine, with production expected to be operational this month.
Sprouts, already established in North Park at 4175 Park Boulevard, less than two miles away, continues the Boney family's legacy of fresh, organic groceries, though its arrival at the Pancho Villa site has raised concerns about affordability for locals on fixed incomes who valued Pancho Villa’s lower prices. The shift underscores the evolving retail landscape in Normal Heights and North Park, balancing cultural preservation with economic change.
Sprouts Farmers Market is expected to open by late 2025 at 3245 El Cajon Boulevard in San Diego’s Normal Heights/North Park. For more information, visit sprouts.com.
Originally published on April 16, 2025.
