Nestled in the heart of Old Town Goleta, Santa Cruz Market stands as more than just a grocery store. It’s a testament to resilience, family ties, and the enduring spirit of community. For decades, this unassuming market has been a gathering place, a hub of activity, and a source of comfort for generations of residents. The City of Goleta would like to congratulate Santa Cruz Market as the City’s first recipient of our Business Recognition Program for Longevity in the City and for serving the community for over 40 years. The market also received a Proclamation for its 40 years in business.
The Business Recognition Program, recently adopted by City Council in July 2024, is designed to highlight exceptional Goleta businesses throughout the year for special achievements or other unique contributions to the City such as longevity, economic development, prosperity, sustainability or resilience, or other activities fostering continuous community enrichment. We encourage you check out our website to learn more about the program and how to nominate a business.
Santa Cruz Market story begins in 1938 when Robert Giffin transformed an old airplane hangar built by Earle Ovington in the late 1920s into what would become the Santa Cruz Market. Ralph Modugno, son of Italian immigrants, took the reins in 1980, purchasing two of the chain’s stores—one in Goleta and the other in Santa Barbara. His dedication to quality, service, and community made Santa Cruz Market a beloved fixture.
Tom Modugno, Ralph’s son, grew up in the aisles of Santa Cruz Market. His memories include the coin-operated horse rides out front—a reminder of childhood days spent playing while his family shopped. Tom, along with his brother Jon and wife Kim, worked tirelessly to maintain the market’s legacy. Their commitment to sourcing fresh produce, good deals, and quality meats endeared them to locals.
In 2024, after decades of dedicated service, Tom decided it was time to retire. Today, Santa Cruz Market remains a beacon of community spirit. Its walls echo with stories of families shopping together, kids riding the coin-operated horses, and neighbors catching up in the aisles. And Tom? He’s ready for a more leisurely life, pursuing creative hobbies and sharing Goleta’s history through his popular blog, GoletaHistory.org.
As the Santa Cruz Market transitions to new ownership (Santa Barbara Markets Corp., a family with markets in Ventura, Fillmore, and Oxnard), the legacy remains intact. The award serves as a reminder that businesses can thrive while staying true to their roots. The market’s commitment to quality, community, and service continues to inspire. So, the next time you step into Santa Cruz Market, remember that it’s more than just a grocery store—it’s a living testament to the Modugno family’s dedication and the enduring spirit of Goleta.
Pictured above: Mayor Paula Perotte and Tom Modugno holding a Proclamation for Santa Cruz Market’s 40 years in business and the City’s first Business Recognition Award given to Santa Cruz Market
Below: Santa Cruz Market then and now
