Home / History



Rainbow Variety Store was founded in 1975 by Mr. Eustace Gooden “Sonny” & Josephine Gooden “Aunt Joe”.

After living in the Hartford area for several years, Mr. Gooden saw a great need and demand for West Indian products, which at the time was extremely hard to attain once you lived in the New England region.  With so many people that migrated from Jamaica and several other islands, he wanted to give these people a feel at home, away from home, and that’s how the Rainbow Variety Store was founded (1975).

At Rainbow Variety, customer satisfaction is our top priority.  We always aim for you to have a great shopping experience with us.  Providing quality customer service and quality products is our main focus.

Rainbow Variety has been serving the Hartford communities and surrounding areas since 1975.  These communities include; Bloomfield, Windsor, East Hartford, West Hartford and the extended New England region.

We carry a large assortment of West Indian groceries.  These products include; produce, meat and  a variety of spices and herbs.  For all of your grocery needs and business needs, Rainbow Variety is a ‘one stop shop concept.’

Take a minute to come along and see our vast selections of products and services.  Our prices can’t be beaten.  The sale is not final until you are satisfied.

In 2014, Rainbow Variety Store expanded into Rainbow Bill Payment Center (located next door to the variety store).