Vallarta unveils new ethnic grocery concept

Gina Acosta
Executive Editor
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One of the nation's largest Hispanic supermarket chains has opened a new format in California that aims to offer shoppers with the ultimate multicultural shopping experience.

The company celebrated the grand opening of its 50th store on Wednesday, located in Pasadena, Calif.  The new supermarket, located at the Renaissance Plaza Shopping Center on the southwest corner of North Fair Oaks Avenue and Orange Grove Boulevard, is a remodeled 50,000 square-foot former Vons store.

With the opening of its this new store in Pasadena, Vallarta Supermarkets has launched into a new multicultural market with a new store format and new offerings in the food and beverage shopping experience.

"The opening of our 50th store located in Pasadena, provides us with an opportunity to expand into a new arena and expand the Vallarta brand," said Rick Castillo, Marketing Director of Vallarta Supermarkets. "Our motto is that we are a supermarket for all families, so we do not necessarily differentiate between consumer profiles.  However, we are confident that the products we offer in our stores satisfy the tastes and needs of all ethnic groups."

The Vallarta management team hired the services of the interior design firm of DL English Design, which has extensive experience in the design of grocery stores in the U.S., Mexico and Europe.

"The result of our investment was a new supermarket with a contemporary style and very colorful patterns in vibrant pastels," said Castillo.  "With 32 years of grocery success under our belt, the company wanted to introduce an image that looked and felt more contemporary for our customers."

The new Vallarta Supermarket offers local residents with a wide-range and variety of food products and services including:

  • "La Cocina" (Authentic Mexican Kitchen) with traditional recipes serving authentic meals ready to eat and enjoy
  • a hot and cold food island with fresh salads, enchiladas, build your own taco bowls, hot soups and stews
  • and new to Vallarta Supermarkets, Latin-infused sushi prepared daily by an in-house sushi chef

Customers will also be offered a full service floral department and an expanded wine selection.

The store will also offer a full-service meat and seafood department including a wide variety of fish, beef, pork and chicken along with grass-fed and organic selections.  The Bakery Department (Panaderia) will be producing items made from scratch including pan dulce, bolillos, savory cakes, pastries, and more. The Tortilleria will produce freshly made tortillas and masa for customer's holiday tamale making needs. The Cremeria (Deli) will offer a wide selection of fresh Latin-style cheeses, cremas, store prepared chorizos, salsas, guacamole, and pico de gallo while "La Isla" (The Island) will provide refreshing made-to-order fruit beverages and ice cream.

The Vallarta Supermarkets chain over the years has grown to a total of 50 stores throughout different counties in California (Los Angeles, Ventura, San Bernardino, Kern, San Diego, Santa Barbara, Tulare, Orange and Fresno).