Stepping into Red Horse Market in East Hampton offers a view of the quintessential Hamptons crossroads. The space at 74 Montauk Highway remains a bustling environment where trade professionals in coveralls rub elbows with weekenders over a high-end butcher counter and a diverse salad bar. While the market is famous for its history, including the “Pumpkingate” lawsuit of the 90s and its iconic rearing red stallion statue, the enduring story is the business’s transition into a family-owned success story.
The market is owned and operated by Pedro and Martha Pineda, who immigrated from Ecuador in 1989. After decades of working in the local butcher trade and surviving a devastating fire at their previous location on Race Lane in 2011, the Pinedas took over Red Horse Market and transformed it into a cornerstone of the East Hampton community. Today, the operation is a full family affair. Pedro and Martha lead the team while their children, Christian, Anthony, and Katherine, manage everything from administration to floor operations.
The business model relies on a commitment to “no shortcuts” scratch cooking, overseen by longtime chef Joe Genna. The second-floor kitchen produces best-sellers like their famous roasted chicken pot pies and fresh soups made using produce directly from the market floor. The butcher shop and seafood counters receive deliveries multiple times a day, sourcing heavily from local farms across the North Fork to meet the high standards of their year-round clientele.
From a commercial perspective, Red Horse Market is a notable example of a service-oriented business successfully scaling through ownership. The Pinedas manage a large staff and maintain a price structure that remains accessible to the local workforce, with filling hot plates serving as a staple for the trade community. This inclusivity has created a loyal customer base that extends beyond the South Fork; some patrons even request out-of-state deliveries once the summer season concludes.
Almost a year after successfully launching their second location on North Sea Road in Southampton, the Pineda family has solidified the Red Horse brand as a regional powerhouse. This expansion represents a significant and permanent investment in the Southampton retail corridor, doubling down on their model of high-quality, family-run hospitality.
🔗 https://www.easthamptonstar.com/east-magazine/2025710/bounty-red-horse-market-saddle
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