Just Peachy Market, a colorful community grocery and produce shop in Leucadia, has been part of the local landscape for more than two decades. Known for its friendly family-run atmosphere and a mural dedicated to the Encinitas nonprofit Un Mar de Colores, the market represents both a small business success story and a reflection of San Diego’s deeply intertwined immigrant community. But its owner, Norberto “Beto” Ambrosio Sr., now finds his family’s livelihood hanging in the balance as he prepares to appear before the San Diego Immigration Court on November 25.
Ambrosio, who came to North County from Oaxaca, Mexico, as a teenager, worked at Just Peachy for years before buying the business in 2022. He and his wife raised their children in Carlsbad and Encinitas, where his son, Norberto “Junior” Ambrosio Jr., attended Carlsbad High School. His daughter, Sofia, now helps manage the market, which serves as a cultural crossroads for locals, surfers, and migrant families alike.
According to the Ambrosios, the case was recently and unexpectedly reopened, leaving them scrambling to secure legal help. “This came out of nowhere,” Sofia said, noting that the family will take November 15 off for what could be their “last family day together.” She and her brother said they are planning a show of support for their father outside the courthouse, with details to be shared through the store’s Instagram page. .
Their situation has drawn comparisons to that of Francisco Duarte, a South Bay street vendor whose deportation last month after 30 years in San Diego sparked widespread outrage and empathy. Duarte, known for selling paletas and spicy snacks in neighborhoods like Nestor and National City, spent his final weekend in the U.S. giving away free ice pops as a farewell to the community he served for decades. “I’m leaving happy, because of what I’ve planted,” Duarte said in a viral video that’s been viewed millions of times.
Both Duarte’s and Ambrosio’s stories expose the quiet precarity that defines much of San Diego’s immigrant-driven small business ecosystem - a network of markets, restaurants, and street vendors that keep local neighborhoods vibrant, even as many of their operators live under the constant threat of removal. For decades, these entrepreneurs have worked tirelessly to build better lives and stronger communities, often paying taxes, employing locals, and sponsoring community projects - only to find themselves at the mercy of complex and unpredictable immigration systems.
For the Ambrosio family, the uncertainty goes beyond business. “If the court decision doesn’t go our way,” Junior said, “I’ll have to take on more responsibility to keep the market open. This store is our father’s dream - we’ll do everything to protect it.”
A decision in Ambrosio’s case is expected later this month. In the meantime, the Just Peachy Market team continues serving customers while quietly preparing for whatever comes next - a moment that, for this Leucadia institution, could mark either a new beginning or an abrupt end.
Just Peachy Market is located at 1354 North Coast Hwy 101 in San Diego's North County city of Encinitas. For more information, follow @justpeachymarket on Instagram.
Originally published on November 12, 2025. Information first reported by Cameron Adams of The Coast News Group.
Originally published on November 12, 2025. Information first reported by Cameron Adams of The Coast News Group.
