Johnny Czarninski
Johnny Czarninski
Content
Don Johnny
Johnny Czarninski was born on October 19, 1947, in the city of Guayaquil, Ecuador. The eldest of three siblings, he grew up in a Jewish household where he was instilled with strong values, a commitment to hard work, and a deep sense of social responsibility. The Czarninski-Baier family was shaped by resilience and determination. From them, Don Johnny inherited an optimistic and entrepreneurial spirit. From a very young age, whenever he faced difficulties or felt afraid, his father, Don Alfredo, would lovingly remind him: “My son can do anything. Never give up. You can achieve whatever you set your mind to.” This lesson stayed with him throughout his life.
Don Johnny and his Parents
When he was five and a half years old, his mother, Doña Ruth, attempted to enroll him in first grade. However, due to his restless nature and difficulty adapting to classroom discipline, she was advised to wait a few more months. As a result, he began his primary education at the age of six and a half at Sergio Pérez Valdez Modern School and later attended the American School of Guayaquil for his secondary education. From an early age, he displayed a daring personality and a distinctive sense of humor. His classmates often recalled his remarkable aptitude for numbers and exceptional mental agility.
He spent many of his school vacations in Playas, at Villa Ruth, his parents’ modest beach house that became the setting for countless adventures. Don Johnny loved cycling to El Morro to drink fresh goat’s milk and visiting El Pelado Beach, near Chanduy, where he would watch military land and sea bombing exercises from the hill overlooking the shoreline.
Don Johnny, 1952
The Business Leader
After graduating from high school, he traveled to the United States to study Economics and Political Science at Haverford College. Upon completing his university studies, Don Johnny assumed a leading role in the growth of the family business founded by his father, transforming Supermercados El Rosado—later known as Mi Comisariato—into one of Ecuador’s largest and most modern supermarket chains. In 1970, following abusive measures taken by the Velasco Ibarra´s dictatorship against his father, Don Alfredo, in his capacity as Israel’s Consul, the Czarninski-Baier family decided to leave Ecuador and relocate to Israel, where they remained until 1973, when Ecuador’s government changed.
Don Johnny at his graduation
Upon returning to Ecuador, Don Johnny visited the various stores that had been managed by third parties during their absence. At the end of one particularly discouraging day he sat on a crate in the supermarket on 9 de Octubre Avenue and began envisioning how to revive the business. His solution was simple yet transformative: repaint the stores, redesign employee uniforms, fill the locations with cheerful imagery, and launch a campaign proclaiming, “We Serve with a Smile.” He even commissioned a special batch of smiley-face candies from La Universal to give to every child visiting the stores. These initiatives marked the rebirth of the supermarket chain.
Mi Comisariato, 1985
At the time, Ecuadorian law required companies with more than 15 employees to operate a commissary that provided essential goods to their workforce. Recognizing an opportunity, Don Johnny offered supermarket services to major companies, allowing them to recover valuable space while ensuring their employees received high-quality service.Thus, Mi Comisariato was born. Its first client was Cervecería Nacional, followed by Cemento Nacional, Empresa Eléctrica, Jabonería Nacional, and many others.
Within a few years, Don Johnny expanded Mi Comisariato throughout Guayaquil and other cities across Ecuador. Later, he introduced Hypermarket stores, bringing all the group’s retail formats under one roof, followed by Mini stores, designed as neighborhood convenience outlets. Throughout every expansion, he remained committed to offering customers the best possible prices. He demanded that his teams constantly monitor market conditions and pricing changes and, when necessary, willingly sacrificed profit margins to maintain customer trust. Before approving any new product for sale, he personally tested it to ensure its quality. Suppliers frequently heard his candid feedback: “It’s too salty,” “It’s too sweet,” “It needs another ingredient,” or “This size won’t sell—adjust it and come back.”
Don Johnny and his mother
In 1997, he acquired Ferrisariato, a chain of four hardware and construction supply stores in Guayaquil and Quito that was on the verge of bankruptcy. He significantly expanded its product portfolio and transformed it into Ecuador’s leading nationwide home improvement retail network. Driven by a vision to offer Ecuadorian families new ways to shop, dine, and enjoy their leisure time, he developed the Rio Centro, Paseo Shopping, and Ciudad Comercial El Dorado shopping centers, contributing significantly to urban development in cities large and small. These projects not only boosted commerce by extending retail operating hours but also introduced a new concept to the country: food courts—spaces designed for social interaction, culinary diversity, and enjoyable experiences in comfortable environments.
In the late 1990s, Don Johnny entered the movie theater industry by acquiring and modernizing existing cinemas while also building new complexes equipped with cutting-edge technology. This venture gave rise to Supercines, which became the first cinema chain in Ecuador to introduce digital screens. The company also secured representation agreements with major film studios. Today, Supercines operates 25 theater complexes across Ecuador, nine of which feature IMAX technology, offering immersive experiences with large-format visuals and state-of-the-art sound systems. Don Johnny was also determined to offer the best hot dog in the country at Supercines. For months, he personally sampled countless sausages until his blood pressure rose considerably from eating so many. Eventually, he selected a version developed by a supplier according to his own specifications.
Supercines, 2006
In 2005, he entered the radio industry through Radio Disney, bringing audiences a fresh and optimistic format with 24-hour programming focused on music, entertainment, and audience engagement. Beginning in 2007, he continued diversifying the group by introducing internationally recognized restaurant franchises to Ecuador, including Chili’s, Carl’s Jr, IHOP, and Olive Garden, creating a diverse dining offering in welcoming environments with a sustained commitment to customer satisfaction. As with every other business, he personally evaluated the quality of menu items, conducting tastings in his office and occasionally comparing them with competitors’ offerings to refine recipes and achieve the best possible results.
Don Johnny at his office
His business decisions, often bold and ambitious, always reflected a profound belief in his dreams and in Ecuador’s potential. Because of his ability to complete real estate projects in record time, his father, Don Alfredo, affectionately referred to him as “the best architect in Ecuador.” Don Johnny had a unique ability to see opportunities where others saw limitations, maintaining his confidence in the country even during challenging and uncertain times.
Under his leadership, Grupo El Rosado became one of Ecuador’s most important business conglomerates, making a significant contribution to the country’s economic development and generating direct employment for more than 12,700 people. Don Johnny was a demanding and disciplined leader, yet also a mentor who valued effort and loyalty.
He never confined himself to giving orders from behind a desk. Armed with a pencil and scale ruler, he modified architectural plans, reviewed advertisements, and created marketing slogans such as “For the first time in Ecuador...” and “No prizes, no raffles—you always win at Mi Comisariato with the lowest prices.” He regularly visited stores to identify areas for improvement. As he walked through the aisles, customers who recognized him were greeted warmly and personally. He ensured that any complaint or suggestion received immediate attention. He never stopped working and never accepted “no” as an answer. In his view, there was always a solution—it simply required finding the right path. He somehow found time for everything. He often sent emails late at night, yet forbade others from responding at such hours, believing only he should lose sleep over work. His energy was contagious and deeply inspiring.
Don Johnny with his team
Before the opening of any new store or shopping center, Don Johnny would invite everyone involved in the project to share an “arroz con pollo” meal. This tradition honored his father, Don Alfredo, who had prepared the same dish for guests at the inauguration of his first business venture, Salón El Rosado. Don Johnny loved recounting the story of that establishment, which became the foundation of the business group he successfully led for decades.
Other traditions he cherished included the annual year-end toast and the años viejos contest. During these celebrations, he highlighted the company’s achievements and expressed gratitude to employees for their contributions. He enjoyed personally serving appetizers and, at the end of the event, distributing a bottle of champagne and a traditional Christmas cake to each attendee—a gesture inspired by his mother, Doña Ruth, who believed it was important for every member of the El Rosado family to celebrate the coming year with their loved ones. More than anything else, his leadership was defined by his genuine concern for the well-being of his employees and their families, he consistently offered personal support whenever it was needed.
Don Johnny giving a toast
Consulate of Israel
Don Johnny often said that he had several great loves, among them Ecuador, the country where he was born, and Israel, the homeland of his ancestors. As Honorary Consul of Israel for more than 30 years, he served as a vital bridge between Israeli diplomats and Ecuadorian authorities, fostering dialogue and cooperation between the two nations. He facilitated the participation of Ecuadorian professionals from various fields in educational programs in Israel. He also organized visits by Israeli scientists, distinguished public figures, and artists, who generously offered lectures, panel discussions, theatrical performances, and concerts throughout Ecuador.
Recognizing the importance of promoting an informed and balanced understanding of the Middle East conflict, he encouraged opportunities for dialogue and reflection by inviting renowned journalists and subject-matter experts to share their perspectives.
Don Johnny, Honorary Consul of Israel
On two occasions, he organized the Seminar of Honorary Consuls of Israel in Latin America and the Caribbean. These gatherings became memorable experiences for all attendees, not only because of the distinguished speakers, but also because of his exceptional hospitality as host. He founded the Consulate of Israel Newsletter and personally selected the news stories and articles published each day. Through this platform, he shared information about current affairs in Israel, tourism, scientific achievements, technological innovations, archaeological discoveries, and cultural and sporting events.
Israel Honorary Consuls Seminar for Latin America and the Caribbean, 2013
As a representative of the State of Israel, he financed and coordinated humanitarian assistance in areas affected by floods across Ecuador. He brought medical professionals and supplied medicines to the country’s most vulnerable and underserved communities. Shortly after the 2016 earthquake in the province of Manabí, he arranged for Israeli doctors to arrive immediately in Ecuador. He established a mobile hospital in the city of Canoa and chartered small aircraft to transport volunteers who had come to provide professional assistance to those affected by the disaster.
Yet his contribution went far beyond organization and logistics. With remarkable dedication, he personally traveled to the devastated areas, delivering water, food, and mattresses to families who had lost everything. During the pandemic, he once again demonstrated his spirit of solidarity by donating—on behalf of the Government of Israel—food packages and wheelchairs to the principal authorities of Guayaquil and Guayas Province, ensuring that they reached people facing economic hardship.
Don Johnny delivering humanitarian aid
Every year, he organized and funded celebrations commemorating the Independence Day of the State of Israel. For these annual events, Don Johnny spent months identifying prominent artists and influential figures who would perform musical and theatrical presentations or deliver keynote addresses, helping to strengthen Israel’s image and cultural presence among attendees. Don Johnny personally greeted every guest, including students from Fasinarm, an institution dedicated to educating children and young adults with Down syndrome, as well as elderly residents from several nursing homes in Guayaquil, whom he affectionately referred to as his “special guests.”
Celebration of Israel’s Independence Day
In his speeches, he often highlighted Israel’s contributions across multiple fields, emphasizing the country’s achievements despite its small size and the ongoing challenges posed by terrorism. While maintaining the dignity appropriate to the occasion, he always included anecdotes and spontaneous humor that brought laughter and applause from the audience. To conclude these memorable evenings, he would present guests with a commemorative gift inspired by Israel—another detail that he personally selected with great care.
Jerusalem Municipal Park
In 2019, after obtaining authorization from the municipality, Don Johnny transformed one of Guayaquil’s largely forgotten parks into a beautiful space that recounts the major events in the history of the city of Jerusalem, from biblical times to the present day. This project remains his greatest legacy and reflects his love for both Israel and Ecuador. Beyond its profound symbolic value, it stands as a testament to his deep commitment to the community.
Jerusalem Municipal Park
At the heart of the park is a central monument featuring a majestic staircase adorned with 18 bronze plaques. Each plaque recounts in detail the major historical milestones of Jerusalem, beginning with the Patriarch Abraham and culminating with the visit of Pope John Paul II, the highest leader of the Catholic faith, in the year 2000. At the top stands a menorah, a candelabrum, exact full-scale replica of the one donated by the United Kingdom to the Knesset (Israel’s Parliament).
The Park is distinguished not only by its historical significance but also by its surroundings, which were designed for the enjoyment and comfort of all visitors. Guests can enjoy expansive green areas for walking, a fountain, background music, benches, and free Wi-Fi. Pets are welcome, as Don Johnny believed that parks should be places where people can relax and unwind without restrictions. One particularly fascinating feature is the scale model of first-century Jerusalem, which offers visitors a glimpse of what the city looked like during that period.
Miniature Replica of First-Century Jerusalem
To promote art and culture, Don Johnny created the “Cultural Sundays” program, featuring performances by members of the Guayaquil Symphony Orchestra. He personally reviewed and approved the musical selections to ensure that the families and friends who gathered for these events would enjoy a variety of lively and uplifting melodies. He enjoyed attending the performances and watching people sing along and dance to the music.
Thanks to his initiative and dedication, Jerusalem Park is frequently visited by tourists from across Ecuador and around the world. It has also become a popular venue for marriage proposals, photo sessions, and other special events among the people of Guayaquil. To ensure the park’s ongoing maintenance and preservation for the benefit of the public, an agreement was signed with the Municipality, under which the Honorary Consulate General of Israel in Guayaquil assumed responsibility for its upkeep.
Jewish Community of Guayaquil
Don Johnny was always proud of his heritage and throughout his life strove to follow the example of his parents by preserving religious traditions and celebrations associated with the Jewish faith. In 1989, he was elected president of the community for the first time. Until then, its members had rented various venues and houses in order to gather; however, he decided to take action. The following year, he built a comfortable and functional permanent headquarters in the Quisquís neighborhood. He also established a very special relationship with the Chabad organization in New York. From then on, he brought young volunteer rabbis to Guayaquil each year to lead the High Holiday services. In 2012, he was once again appointed president of the Jewish Community of Guayaquil. On this occasion, he decided to donate both the land and the construction of a new headquarters, better located and with more spacious facilities, including a mikveh (Jewish ritual bath).
Don Johnny in the Jewish Community
During this new term, Don Johnny also carried out all the necessary arrangements to ensure that the community would have the permanent presence of a rabbi, with the aim of strengthening the spirituality of its members. In 2015 and 2016, he organized the public lighting of the world’s largest Hanukkah menorah, built by him, with the purpose of keeping this tradition alive among the Jews residing in Guayaquil and sharing its significance with the rest of the city. Thanks to his initiative, in August 2022, the historic visit of Chief Rabbi David Baruch Lau, the highest rabbinical and spiritual authority of the Jewish faith, became a reality. This exceptional event for a small community was made possible by a leader deeply committed to preserving its roots, aware that within them lie the identity and strength of his people.
Don Johnny and Rabbi David Baruch Lau
Family Man and Philanthropist
Although Don Johnny excelled in many pursuits that demanded much of his time, his family was always his highest priority. His wife, Nilly, whom he married in 1974; his children, Taly, Yael, and Gad; and his nine grandchildren were his most treasured possession. He never missed a special event in their lives. Family lunches and dinners were untouchable, as he enjoyed spending time with them in the privacy of his home. He did not mind interrupting work-related matters to arrive on time for 'Breaded Tuesdays.'
Despite his busy schedule, he always made time to carefully plan family celebrations, including birthdays, anniversaries, engagements, weddings, and other special occasions. He enjoyed personally selecting gifts for each member of his beloved family, always keeping their individual tastes and needs in mind. Without a doubt, however, the greatest gift he gave them was his ethical and moral values, along with his example of determination and perseverance in pursuing dreams and achieving goals.
Don Johnny and his wife Nilly
Czarninski Shefi Family
Don Johnny deeply valued the unconditional support of his wife, Nilly, whom he often referred to as “his best friend”. She was his most trusted advisor, and he frequently sought her counsel before making decisions. Together with Nilly, he fully embraced the various stages of his children's growth and development. He understood the importance of giving love while also providing discipline when necessary. He became involved in each of their endeavors, serving as a fundamental source of encouragement and support in their achievements.
His children-in-law and their respective families earned his complete trust and deep affection, making it possible for everyone to enjoy a harmonious and pleasant relationship. He was a proud grandfather who delighted in his grandchildren’s pranks and unique personalities. Through his constant presence, he helped raise them in a loving, nurturing, and protective environment.
Likewise, from a young age, he was a source of support for his parents, for whom he held deep respect and admiration. Following in their footsteps and preserving their legacy was a mission he fulfilled wholeheartedly. In the final years of their lives, he cared for them with love and dedication, ensuring that they received not only all the necessary medical care but also the comfort of his companionship. Later, he honored their memory by creating a museum that recounts their story in great detail. He also wrote the book I Can’t Hear You, Don’t Move! I’m Coming Over There! to share his family’s origins with future generations.
Don Johnny and his wife Nilly
Don Johnny, patriarch of the Czarninski Shefi family, built a home on strong foundations rooted above all in unity and unconditional support. He fulfilled his most important role—that of an exemplary husband, father, and grandfather—leaving behind a wealth of cherished memories, special moments, valuable lessons and life teachings, and, above all else, an abundance of love.
Don Johnny used his success as a platform to consistently—and often quietly—support causes related to education, healthcare, the arts, and culture. He never sought recognition for his contributions, nor did he discriminate based on political affiliation. His support of numerous foundations and institutions, both in Ecuador and abroad, was substantial and far-reaching. The doors of his office were always open to anyone seeking assistance, even those with no personal connection to him.
Don Johnny, his wife, Nilly, and their children, Taly, Yael, and Gad.
He personally attended to these cases, offering not only financial support but also wise counsel and guidance. He diligently followed up until he was certain that the crisis had been overcome. On many other occasions, he chose to help anonymously, as he never sought the spotlight. Those who were fortunate enough to know him remember a compassionate and generous man, endowed with extraordinary human sensitivity and an unwavering commitment to serving others without conditions or expectation of recognition. Beyond caring for his own family, what truly brought him happiness was easing the burdens of others through practical, meaningful, and effective assistance.
His Fight for Life and Legacy
In early 2010, Don Johnny was diagnosed with multiple myeloma, a type of cancer that affects the bone marrow. Throughout the following fourteen years, his battle with the disease never diminished his passion for creating, innovating, and growing his businesses. He refused to let physical discomfort prevent him from being present at his office, where he continued giving direction, solving problems, exploring new business opportunities, and leading countless initiatives. Even when medical treatments required him to travel abroad, he remained closely connected to his team.
Whenever he spoke about his condition, he did so with optimism and, at times, even with humor—a reflection of his determination not to be defined or defeated by illness. During his first bone marrow transplant, he regularly shared updates on his treatment with family members, friends, and close associates. These writings were later compiled into the book My Second Birth, a powerful testament to his resilience, courage, and profound love of life. He passed away on August 22, 2024, after a long battle with cancer.
On that day, his final journey along 9 de Octubre Avenue was witnessed by hundreds of people who gathered to bid him farewell. As his funeral procession passed, they applauded in gratitude and respect for a man whose life had left an enduring mark on the history of a country. Don Johnny leaves behind an extraordinary legacy as a visionary entrepreneur, innovative business leader, diplomat committed to social progress, community advocate, and exceptional human being. He became a source of inspiration for entire generations by demonstrating that, in Ecuador, it is indeed possible to build large, well-organized, and sustainable companies from a family business; that it is possible to foster bridges of communication and cooperation with other nations; and that it is possible to extend a generous hand to those who need it most.
Don Johnny at Hacienda Aldeana