About Us

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About Viva Market

Experience the Difference.

Viva Market is committed to serving Oceanside and the surrounding communities by offering only the freshest and finest food products, friendly service and everyday low prices. We are proud to offer a wide selection of food products and stock our shelves with not only the top brands but also one-of-a-kind specialties that you can't find anywhere else. At Viva Market, you can always find a knowledgeable and friendly staff member to answer any questions you have, and serve you with a smile.
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Our History

From humble beginnings in Michigan, our family’s story started in the import and export business built on hard work, long days, and a commitment to serving the people. Over time, the business evolved as Mike Sobh saw a growing need for a neighborhood Mexican market. Together with his son Jay, they transitioned into the grocery business with a clear goal: build a marketplace that would benefit the community and feel like home, with one simple philosophy that if it's not good enough for our table it's not good enough for yours.
That vision became reality in California with the opening of our store in 1990. What began as a family effort grew into a local staple in Oceanside a place where customers could find the ingredients, flavors, and familiar products their families relied on.
Jay and Mike worked tirelessly side by side, putting everything into the store day after day. Jay learned every part of the business firsthand, working in every department from the tortillería and bakery to meat, produce, and more. That experience shaped the way the store operates: with care, consistency, and a focus on quality and customer service.
In time, Jay assumed the responsibilities of the business from Mike and continued building on the foundation that they started years earlier. Today, we’re still family-owned, still community-focused, and still guided by the same values when we opened our doors in 1990.