CALIFORNIA & ARIZONA - With two recent store openings enhancing its market presence, Vallarta Supermarkets continues to accelerate its expansion strategy. As this ambitious blueprint takes root, the retailer is seeing explosive growth in the produce department, according to Robert Veilleux, Vice President of Produce and Floral Operations.

“The produce department at Vallarta has continued to see impressive growth as one of the highest performing departments in the store,” Robert tells me shortly after the retailer’s grand opening celebration in Rancho Cucamonga, California. “What we’re focusing on is the non-staple items that aren’t directly related to the culture of the Latin market, such as Roma tomatoes, limes, avocados, mangos, etc. By bringing higher-value items like grapes and strawberries front and center, we’ve increased basket size by attracting the shopper to new categories while they shop for staple items.”

To broaden the reach of its produce department and cater to various consumer demographics, Vallarta Supermarkets has expanded its grab-and-go and salad selection, while also welcoming recognized brands to secure shopper loyalty.

“We’re showcasing recognized, high-quality brands so consumers understand our philosophy and commitment to providing top-quality produce,” Robert explains. “These larger companies, such as Driscoll’s, Taylor Farms, and Melissa’s Produce, are front and center in innovations and new trends, so we’re leaning on them to guide us into the next phase of our produce business model as we continue to focus on what the consumer wants.”

With a strong focus on Gen Z shoppers, Vallarta is focused on meeting the various needs of each of its consumers across all generations and cultures.

“Instead of trying to convince the consumer what they should buy, we’re allowing the consumer to tell us what they are looking for,” Robert continues. “We’re taking the ego and pride out of it, listening to the consumer, and taking an in-depth look at what they want to see on the shelf. The assumption that customers are happy with a cheap product is over. We have to earn our customers' trust through flavor and quality.”

Offering this level of service is no small feat. Such an increased investment in Vallarta’s produce department requires a dedicated team committed to elevating the shopper experience.

“This strategy is very difficult to maintain, but Vallarta has made strong commitments to the extra labor it takes to maintain these sets,” Robert notes. “Our team executes, embraces, and supports it. Without that, nothing happens. I give all the credit to the produce team out there in the stores executing this philosophy and vision every day.”

Another key fixture of Vallarta’s 2026 growth strategy is expanding its presence at industry trade shows, as well as boosting its team’s produce expertise through farm tours and hands-on experiences.

“Farmers are the most important piece of everything we do. Taking our teams to visit our partners’ farms is extremely beneficial and rewarding, because our produce managers are able to bring that knowledge back to the stores and engage with the consumer about the product,” Robert notes. “The best way to achieve this is to get them out of their stores and expose them to the fields and the farmers that bring these products to market.”

As each of these strategies enhances the retailer’s produce department, Vallarta Supermarkets continues to extend its geographic footprint, with more than seven store openings planned for this year. At the beginning of 2026, the company celebrated the opening of a new store in Glendale, Arizona, followed by the grand opening in Rancho Cucamonga earlier this month.

With a renewed commitment to fresh produce and an accelerated expansion strategy already in action, exciting things are in store for Vallarta Supermarkets. For more exclusive updates, keep reading AndNowUKnow.