By Clyde Hughes | AC JosepH Media

VINELAND — The COVID-19 pandemic and the in-person business closures were very hard for many small entrepreneurs around the country, especially Ediana A. Martinez.

But when she lost most of her business during the pandemic, Martinez absolutely refused to give in. Instead, she got creative, retooled her business and now she is growing again. In a year where her work was honored by the Hispanic Association of Atlantic County, she opened her second Essential Senior Benefits outlet in Northfield on Oct. 6.

Photo courtesy of Essential Senior Services Facebook.

Using her father, who was also an entrepreneur, as inspiration, she said she hopes to continue serving the community, especially the elderly, with important services that will help them live a better life.

Highlighting the great culture and leadership in South Jersey’s Hispanic community.

Martinez said she enjoys getting out and meeting people in the community. She was joined by her husband and father recently this summer at the Vineland Puerto Rican Festival, supporting the local Hispanic community and telling people about her services.


Overall, she said she has been blessed by her “village” of family and friends who have encouraged her through the years and now.

The Ediana Martinez File

Name:  Ediana A Martinez

Name of Business:  Essential Senior Benefits

Address: 2535 S Delsea Drive Vineland NJ. 08361

Years in business: 3 years

Specialize in: Medicare and Senior Solutions 

Contact info: 856-208-6610, Email is

5 Questions


1. FRNJ: What made you become a business owner?

Ediana Martinez: My father has been self-employed for most of my life. I loved his flexibility that came with being self-employed.  To this day as adults, we can still count on him. I knew I wanted to have children one day and be there like my dad had been there for us. 

2. FRNJ: Why did you select your current field?

Ediana Martinez: It’s a very long story, but in short, I had spent 15 years providing small businesses with employee benefits.  Due to the pandemic in 2020 I had lost a lot of my business that I worked very hard for.  I am not the type of person to just “see and wait,” so I refocused, rebranded, and re-trained myself in helping Seniors and their families. 

3. FRNJ: What do you enjoy the most about being a business owner?

Ediana Martinez: What I enjoy most about being a business owner is that I am able to satisfy what I love to do in life. I love being able to have the time of being a mom and a wife while also serving a population that really needs us.

4. FRNJ: How important is it for you to have positive Latino role models in business?

Ediana Martinez: As a Latina mom, I first need to be an example for my children. I want to show my children that it doesn’t matter what color we are, if you want to be successful then you can be when you WANT IT.  I have been blessed to have had positive Latino(a) role models in my life. My parents, my teachers, my church family, and many community leaders have helped me along the way.


5. FRNJ: Anything else would you like to add?

Ediana Martinez: We are opening our second location and having a ribbon cutting Oct. 6. We will be opening at 2312 New Road, Suite 101 in Northfield. We look forward to helping our seniors find needed assistance to help them find affordable medicine and healthcare. 

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