CALIFORNIA - Big things are in store for the Produce and Floral departments of California-based retail chain Vallarta Supermarkets. With an experienced produce vet taking the helm as the grocer’s new Vice President of Produce and Floral Operations, Vallarta is looking to revitalize its fresh operations with exciting remodels and an adapted modern merchandising approach. As he settles into his new role, Robert Veilleux took some time to share his fresh-focused growth plans.

“Right now, it’s all about stonefruit. Peaches, plums, cherries, nectarines, and table grapes are all starting to come in full force right now,” Robert shares with me. “At Vallarta Supermarkets, these categories are primed for growth as we increase the focus on our overall summer fruit offering. We are putting a strong effort toward letting our consumers know that Vallarta provides premium-quality stonefruit and summer fruit. Our focus begins with flavor and texture profiles that will WOW the customer.”

To drive this category growth, Vallarta Supermarkets is setting its focus on adding varieties, offering superior quality at a value, and merchandising the categories in high-traffic locations within the produce department.

The Hispanic/Latin retail chain is also setting its focus on several other categories that are currently seeing strong momentum, including mushrooms, tropicals, and the full berry patch. As Robert shares, Vallarta is tackling growth in these categories through expanded partnerships with key supply-side players like Monterey Mushrooms, Driscoll’s, and Melissa’s Produce, just to name a few.

With an understanding of Vallarta and its valued customers, Robert shares what he is most excited about for this latest venture.

“I'm most excited about the growth,” he explains. “We just opened our 55^th store in Watsonville, California, and our growth plan is very aggressive. In my opinion, we are one of the fastest-growing brands in retail that I’ve seen in over 35 years in this business. Over the next 12 months, we plan to expose Vallarta to the industry nationally as we continue to gain market share.”

Be on the lookout for this evolving retail player at upcoming trade shows like the Organic Produce Summit, IFPA, SEPC, and Viva Fresh.

“We are placing Vallarta on the map of innovation, modern merchandising, and first-to-market leaders,” Robert assures.

Cheers to Robert on his newest title, and to Vallarta Supermarkets for its ongoing expansion, innovation, and store development!

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