As the sun began to rise, the hums of the potato chip truck rocked young Ken Copheranham awake. His eyes, still heavy with sleep, peeped open. After a second of scanning his surroundings, Ken spotted Morton's Potato Chip Warehouse in the distance. The excitement and aroma of potato chips flooded over the young boy. Ken was on his way to work with his father, Bob, where he proudly held the title of his dad's first assistant.

Ken's title remained in 1978, when his dad bought their family's first little grocery store on the east side of Amarillo, Texas. Affiliated Foods, the market's wholesaler, assigned 33 as the official store number. Over 40 years later, the small grocery store on the east side of town has transformed and grown into multiple branches. Still, three things have remained unwavering: family, service, and the number 33.

Growing up, Ken volunteered his time at the store by sacking groceries, stocking the shelves, and sweeping the floor. Through high school, he worked his way up to closing at night and earning the momentous responsibility of carrying his own set of keys. In 1986, Ken married Kaki, adding to both his and the store's family. Eager to lend a hand, Kaki started working as a cashier and assisting in the office.

In 1988 and 1990, Ken and Kaki purchased the first and second Amarillo locations of the family's business. They then combined the two locations and adapted them to what we know today: Fiesta Foods at 10th and Arthur. Paying tribute to the store that started it all, Fiesta Foods retained the Affiliated Foods assigned number, 33. Ken and Kaki have adopted 33 as their lucky number and continue to incorporate it into each new opportunity or expansion; in 2008, they acquired the Pampa store #1233; in 2011, they obtained the Midland store #1133; and in 2019, they opened a second Amarillo store #2033.

With each of their locally owned stores, the Copheranhams’ goal is to provide a customized and tailored shopping experience, which is rooted in their love of serving and accommodating the specific needs of the nearby neighborhoods. The stores adjust to the community, not the other way around. For example, Fiesta Foods was established with the needs of the surrounding 96% Hispanic community in mind. Ken and Kaki hope that with the help of their stores, customers can gather with their families around the dinner table to build personal connections in an era of technology.

The Copheranham’s three children, much like Ken, treasured days spent at the grocery store while growing up. Fiesta Foods was their playground, and it was the perfect place for them to explore and learn new life lessons. In that building, their son Jarrett discovered the joy of giving and fell in love with serving the community. He emulated his parents by joining the family company after graduating from Texas A&M in 2011.

Less than a year after opening their 4th location at 5811 S. Western, the Copheranhams have now set their focus on fixing the voids that the store’s bordering communities have longed to have filled. They believe the best solution is to rebrand this Fiesta Foods into an upscale environment that will feature a variety of top tier accommodations.

The Copheranhams' locally owned stores are immersed in each evolving community and aim to provide flourishing possibilities and connections. They're built on the foundation of family, service, and the lucky number 33. Ken and Kaki, along with their son Jarrett, are proud to serve the grocery needs of southwest Amarillo under the premier banner of Market 33.