This article sheds light on an insightful interview conducted with a customer from the East market, providing valuable insights into their expectations, preferences, and overall satisfaction with products and services.
East Market, also known as Sharq Market, stands proudly as one of the first Afghan markets in Sacramento, embodying a cultural bridge between Afghanistan and the local community. Established by Afghan Special Immigrant Visa (SIV) holders, this market has not only provided fresh and authentic Afghan products but has also become a symbol of cultural integration and support for the Afghan community in the region.
Mr. Khalid, an Afghan SIV holder who arrived in Sacramento in 2014, attests to the enduring appeal of East Market. “He praises the market for its fresh food, quality groceries, and especially its bread, which he claims is the best. His loyalty to East Market speaks volumes about the market’s commitment to delivering high-quality products that resonate with the tastes and preferences of its diverse customer base.”
A caseworker, who prefers to remain anonymous due to the nature of her job, shares her experience with East Market. “Initially skeptical about the market’s offerings, she quickly became a regular customer, making weekly purchases for her family. As the number of SIV cases increased, East Market became a crucial source of Afghani food, bread, and groceries for over 3,5000 SIV holders during their initial days in the United States. The market played a pivotal role in supporting resettlement agencies in fulfilling the needs of the Afghan community.”
Over the past decade, East Market has not only been a cultural hub but has also contributed significantly to the local economy by providing employment opportunities for Afghan SIV holders. The market has become a cornerstone for community integration, fostering a sense of belonging among Afghan immigrants and creating a positive impact on the socio-economic fabric of Sacramento.
One American citizen shares a delightful encounter with East Market when she discovered “Noqul,” an Afghan sweet, mistaking it for candy. Intrigued by its unique taste, “she delved into Afghani culture and eventually became a loyal customer. This story reflects how East Market has not only catered to the Afghan community but has also introduced the broader population to the rich and diverse tapestry of Afghan cuisine and culture.”
Beyond being a market, East Market boasts a restaurant that serves authentic Afghani cultural food to people of all nationalities. United States Army Captain James recounts his experience of being introduced to “MANTO,” a special Afghani dish, during a lunch invitation. The positive response to MANTO led to his wife incorporating the recipe into their regular home-cooked meals, showcasing how East Market has become a culinary ambassador for Afghan culture.
East Market has transcended its role as a traditional market, evolving into a cultural hub that fosters community integration, supports Afghan SIV holders, and introduces diverse populations to the flavors and traditions of Afghanistan. Its impact on the Sacramento community is a testament to the resilience and contribution of Afghan immigrants, making East Market a beacon of cultural diversity and unity.
