Carniceria La Piedad, a family-owned business in Pahrump, Nevada, has been serving the local community with top-tier meats and Mexican delicacies for over 15 years. Operated by Josefina Lucero and Tommy Orton, along with their children Jose and Esmeralda, Carniceria La Piedad is known for its commitment to quality and for treating every customer like family. Nestled at 1266 East Calvada Boulevard, this beloved market has become more than just a grocery store—it’s a vibrant hub for the community to gather, share recipes, and enjoy fresh, authentic products.
What sets Carniceria La Piedad apart is its unique focus on quality. The retail store is one of only two in Nevada licensed to sell certified angus beef sourced from the Midwest, a fact that Jose Lucero proudly highlights. “We focus on quality because if we’re eating it, then we want to feed it to you guys,” he explains, emphasizing the family’s commitment to providing only the best. This dedication to quality has earned the market a loyal customer base willing to pay a premium for superior grade of meat, including rib eyes and filet mignon. While these items cater to more specialized tastes, the store also stocks a wide range of meats to appeal to a diverse audience, from prime cuts to items like turkey necks and chicken feet, ensuring there’s something for everyone.
The most sought-after item at Carniceria La Piedad is the beef flap meat, or carne asada, which is available marinated or unseasoned, depending on customers’ preferences. This flavorful cut is a staple for grilling and cooking, and its popularity among locals speaks to the market’s authentic offerings. But it’s not just the meat that keeps customers coming back—the market is also known for its freshly made salsas. Josefina’s homemade guacamole, pico de gallo, and ceviche are customer favorites, flying off the shelves soon after they’re made. “We make it like every two to three days to keep it fresh,” says Jose, explaining that the store avoids preservatives to maintain the highest level of freshness. The Lucero family believes in offering products they would happily serve at their own table.
This dedication to quality and authenticity has roots in the Lucero family’s history. Entrepreneurship runs in the family. Including her brothers and sisters who also own their successful businesses in California and Kentucky. Driven by a desire to build something of her own and create a legacy for her family, Josefina decided to open Carniceria La Piedad, where she and her family could showcase their passion for food and customer service.
Carniceria La Piedad is on the cusp of an exciting expansion. The family recently acquired property behind their current location, and they’re planning to break ground in the near future. The new facility, envisioned to be between 8,000 and 15,000 square feet, will feature a kitchen, bakery, and even a tortilla-making station. “We kind of want to make this a one stop shop,” says Jose. The Luceros aim to create a space where customers can find all their favorite Mexican products in one place, without needing to drive to Las Vegas for authentic options. Freshly made tortillas, often hard to find even in large metropolitan areas, will be a highlight of this expansion, offering customers a truly local option for an essential part of Mexican cuisine.
In addition to providing more products, the expansion will create jobs and contribute to the local economy, something the Luceros feel passionately about. “We’re super thankful for the community,” says Jose. “Without them, we wouldn’t be expanding.” The Luceros feel a deep sense of gratitude for the support they’ve received from Pahrump residents over the years, and they’re eager to give back by growing their business and providing employment opportunities.
Running Carniceria La Piedad hasn’t been without its challenges. The COVID-19 pandemic brought significant obstacles, as meat supplies dwindled and prices skyrocketed. Despite the difficulties, the Lucero family remained resilient, ensuring they could meet their customers’ needs without compromising on quality. “We managed to get through it,” Jose reflects. “We’ve been good about managing everything, but sourcing certain products can still be a struggle at times.” Another ongoing challenge is equipment maintenance, especially for their refrigerators, which operate 24/7 to keep thousands of dollars’ worth of meat fresh. “The fridges are probably the biggest thing,” says Jose. “They’re a constant concern, but we keep an eye on them to avoid any disruptions.”
Customer service is the cornerstone of Carniceria La Piedad. Jose explains that the family strives to make every customer feel welcomed and valued, especially those unfamiliar with different meat cuts or cooking techniques. “The last thing you want is to feel dumb when you’re shopping,” he says. The Luceros aim to make the shopping experience approachable and informative, ensuring that customers leave with confidence in their choices. Staff members are always available to offer guidance, suggest recipes, and answer questions, creating a warm and supportive environment that has won over many first-time visitors.
In the coming months, Carniceria La Piedad plans to enhance its customer engagement by building a social media presence. The family is working on launching profiles on Facebook, Instagram, and TikTok, with the goal of sharing recipes, product updates, and glimpses into daily life at the market. “We’re saving all the good stuff for when we launch,” Jose says, hinting at the exciting developments to come.
As they look to the future, the Luceros are filled with gratitude for the journey they’ve shared with the Pahrump community. They’ve built not just a business but a place where families gather to prepare meals that are meaningful and memorable. With the planned expansion, they hope to continue providing Pahrump with high-quality, authentic Mexican products and a welcoming place to shop. As Jose puts it, “We’re here to make sure everyone has something they can enjoy, whether it’s the best cut of meat, fresh salsa, or tortillas made from scratch. We want people to feel like they’re part of our family.”
Carniceria La Piedad stands as a testament to the power of family, tradition, and a dedication to quality that Pahrump residents have come to trust and cherish.
