A mountain to climb: Why Bertha Ruiz created Montaña Market in Orland
Bertha Ruiz named her store after the mountains.
She loves hiking and being outdoors, but the name fit for another reason. Everything from buying the property to opening the doors felt a lot like climbing one.
Bertha has lived in Orland for 20 years and worked for the Glenn County Office of Education. She first started thinking about opening a market in 2015, when she found herself making regular trips to Chico to shop at places like Trader Joe’s, New Earth and S&S Produce.
She figured other Orland residents were probably making those same trips. Her idea was to bring something different to town: a neighborhood grocery store with fresh food, healthier choices and products from local farmers and small businesses you might not find anywhere else.
The property she wanted had once been a nursery that belonged to a neighbor. She couldn’t get a bank loan, so she worked out a deal with the owner. Then came the plans, the approvals and construction, all of which took far longer than she expected.
On Jan. 17, 2026, Montaña Market opened at 616 Eighth St.
Today it’s a full-line grocery with fresh meat, seafood, produce, beer and wine, along with products from local bakers, farms and small producers. Bertha describes the store as “a local, family-owned business with local products that does business with local vendors.”
Bertha is the owner, and most days she’s at the store for 13 or 14 hours. Her husband, Gerardo Sanchez, works alongside her and learned the butcher trade on the job.
We sat down with Bertha to talk about the long road to opening Montaña Market, what makes the store different and why she believes small businesses should help each other succeed.
Why a grocery store?
I have family who own grocery stores, and I saw the need and the opportunity to follow in their steps. I thought our community needed another option. When I first started planning, we didn’t have a couple of grocery stores that now exist in Orland. They both opened while I was still trying to get this built, but I still wanted to offer something different.
Our community and surrounding areas are home to many talented, hardworking vendors who are dedicated to creating high-quality products, and we want to support them by providing a platform to showcase and sell their products.
What was the hardest part of getting the doors open?
Everything took much longer than expected. The planning process took about a year, followed by another eight months to get the plans approved. Construction was supposed to take six months but ended up taking two years. Overall, the process was slow at every stage, across multiple departments, which delayed my ability to open the business and begin serving the community.
When we finally opened, we did so with the limited resources we had. We had a building, ongoing expenses and bills that needed to be paid. I knew that if we continued waiting to open, we would only fall deeper into financial pressure without any income to help cover our costs.
How would you describe the store to someone who hasn’t been in yet?
I would describe Montaña Market as a welcoming, peaceful place where people can enjoy grocery shopping without feeling overwhelmed. I wanted to create an atmosphere that feels calm, comfortable and inviting.
What do your regulars keep coming back for?
The meat, for sure. People tell me it’s the best they’ve had. We have customers who come back just for the meat. We also carry seafood: shrimp, salmon and fish. And people love the local products. They tell me they’re finding things here they can’t find anywhere else in town.
What do customers say that reminds you why you do this?
“Thank you for being here.” “We want you to succeed.” “Be patient, it’s going to work out.” “I’m going to tell everyone about you.” And even, “Can I pray for you?” That means a lot to me. It reminds me this isn’t just about selling groceries. It’s about building something our community wanted and needed.
What’s one of the best things about owning a small business in Orland?
Getting to know our community, knowing people’s stories and hearing them. Also, I really enjoy doing business with local vendors and hearing their stories. They all have challenges, and they’re passionate about their products the same way I’m passionate about this business. I feel like we understand each other. Feeling like I’m helping others succeed too, that’s what I enjoy most.
Who in Orland deserves a shoutout?
Our customers. The ones who have kept coming back since the soft opening, when we had very little, and who have watched us grow little by little. They keep coming even with the little we have, and I appreciate that so much.
What other local businesses do you recommend?
I definitely recommend checking out the local businesses and producers we’re fortunate to work with, including Sunrise Bakehouse, Vibe & Thrive Farms, Raging Bull Vineyard, Cloud Peak Naturals, Rancho Guzman Adventures, Martinez Dist., Tortilleria Valencia, Tortilleria La Luna, Mexican Primrose Botanicals and EC&Royal. We have amazing bakers and producers around us, and they’re really good people. Why not give them a place to showcase and sell their products? Supporting these local businesses helps strengthen our entire community.
What do you do when you’re not at the store?
I don’t really have spare time anymore. I just like getting home, sitting down and putting my feet up for a little while. Lately it’s TV. I just finished The Lincoln Lawyer, and now I’m watching The Night Agent. I don’t want to get home and go straight to sleep, because then I feel like a robot. It’s just nice to sit down and hear the kids around the house.
What do you want people to know?
I want Montaña Market to speak for itself through the products we carry, the way we treat people and the relationships we build with our community. If people can see the care, effort and heart behind this store, then I’ve accomplished what I set out to do.
Montaña Market: 616 Eighth St., (530) 988-9043. Find them on Facebook and Instagram.
To learn more about the Orland Chamber and join as a member, visit orlandchamber.org.
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