Rafael Eduardo Cuéllar

President and CEO, of Cuellar LLC / ShopRite

Industry: Food Marketing

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Rafael is President and CEO of Cuellar, LLC, the owner of a Supermarket of Passaic/Clifton, New Jersey. Upon acquiring a failing Supermarket, Rafael integrated a management team and developed a plan to resuscitate this failing store, which has successfully been turned around and continues to grow.

Rafael was born in Madrid, Spain to Cuban immigrants who narrowly escaped Castro’s tyranny. The Cuéllar’s arrived in the United States, after their brief exile in Spain, looking for opportunity and freedom. A born entrepreneur, Evelio Cuéllar, Rafael’s father opened a small “bodega” in New Jersey. To date, the family’s core business is in the food industry.

Mr. Cuéllar is an enthusiastic advocate of corporate stewardship and his community service has been featured in publications across the country including Grocery Headquarters, Entrepreneur, Hispanic Magazine and Business Advocate.

Mr. Cuéllar currently sits on the board of directors of the New Jersey Chamber of Commerce, the New Jersey Food Council, the Sales Use and Tax Commission of New Jersey, and Fordham University’s Board of Visitors. He holds an economics degree from Fordham University and an MBA in food marketing from Saint Joseph’s University in Pennsylvania. Mr. Cuéllar resides in Clifton, New Jersey with his wife Marianne and children Emilia and Rafael.