Penticton 10-year-old stars as pitchman for family’s grocery business

The 10-year-old son of the owners of a newly-opened international grocery store in Penticton has become an overnight sensation for his efforts as the store’s pitchman.

Global Grocers opened a new store in Penticton on May 28, selling international groceries from Mexico, South Asia, Italy, Spain, Portugal and more. The store is located at 2150 Main Street in Penticton.

Aarav Gaba, 10, son of the owners, made social media video for the store’s opening last week and it garnered more than 10,000 views in just a week.

Two days ago, Aarav posted a second video advertising the store’s Mexican foods, which has already been viewed by more than 11,000 people.

Co-owner, and Aarav's mother Riz Gaba, says he got interested in doing video ads for the family’s first store in Oliver.

She says he has “a very curious mind” and asks a lot of questions. He began taking an interest in the Oliver store's operation at the age of seven.

“The store is a big part of his life. He’s always in and out of it, and began asking about running the till and other operations in the store,” Riz says.

He got the idea of making video ads for the store after making a video about funny things to do when you’re bored.

“He makes them when the spirit moves him. He reads a lot, plays with his friends, but whenever I can get hold of him, he’s happy to do it,” Riz says.

Aarav has made around 10 videos so far, mostly for the Oliver store which the family has been operating for four years.

“He does a a good job. We tell him what we want, which section we want advertised and give him time. He thinks about it and then says, ‘I'm ready.’"

Riz says the videos are uniquely Aarov, capturing his dance moves, quirks and one-liners.

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