How CoBA Prepared Dana Shemirani '09 for Success at Barons Market

For many students, CSUSM’s College of Business Administration (CoBA) helps create a foundation for success, providing the skills and experiences to help build and grow businesses. For one alum, Dana Shemirani '09, the lessons learned at CoBA played a key role in her journey to becoming vice president of purchasing at Barons Market. Barons Market is a family-owned grocery chain that serves the local communities of San Diego and Riverside Counties in nine locations. 

Setting a Pathway and Foundation for Success 

“After completing community college at Palomar, I knew that I wanted to complete my undergrad studies at CSUSM after hearing such great things about the business program,” Shemirani shared. 

During her time at CoBA, certain skills stood out as particularly valuable. “There was such an emphasis on writing and public speaking, which was so incredibly helpful in what I do today,” she said. “Many of my professors were former leaders in large companies, and hearing their advice on their real-life business experience was invaluable.”  

Applying CoBA Lessons to the Grocery Industry 

Growing up in a family business, Shemirani had early exposure to the grocery industry. “My dad and his brothers started Barons Market in 1993, so I basically grew up in this business,” she explained. “I worked in the stores during high school and college and was immediately drawn to the excitement of the ever-changing organic food industry.” 

The ability to adapt and innovate, a skill reinforced during Shemirani’s time at CoBA, has been essential in her leadership role. “Being a smaller, family-run business gives us the opportunity to be much more flexible than the traditional grocery stores,” she noted. “We have the room to be innovative and can pivot pretty quickly. We are constantly trying new things and adding new features in the store. It makes what we do so much more exciting.” 

Overcoming Industry Challenges 

In a competitive market, understanding consumer behavior is key. “American consumers love food and love shopping but hate food shopping,” they said. “That’s why we focus on creating an unmatched in-store customer experience that’s quick, easy, and exciting.” 

Shemirani shared one major shift in the industry that has been successful for her family-run grocery store chain. “One of the fastest-growing departments in the store, and in the industry, is grab n’ go foods. Customers love our salad bar, soup bar, hot bar, olive bar, and pre-made entrees and sandwiches and will typically shop with us 3-5 times a week.” 

Advice for Future Business Leaders 

For those considering a career in the grocery business or entrepreneurship, Shemirani emphasizes the importance of people. “The great thing about independent grocery stores such as Barons Market is that we understand the importance of developing and investing into our team,” they said. “Our employees are our greatest asset, and we devote a lot of time and effort into their growth and happiness. Happy employees make for happy customers.”  

The educational programs at CoBA provide students with a foundation for a meaningful and impactful career. Our combination of quality AACSB business education and focus on professionalism and hands-on experience provide students with the confidence and knowledge to lead. Shemirani’s story is also another example of the entrepreneurial success that CoBA alum are having and their ability to build and grow business ventures in the region.