Hispanic grocer Fresco y Más expands store footprint

Marianne Wilson
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Southeastern Grocers Inc. is expanding the footprint of its Hispanic banner via store conversions.

The supermarket company has opened two new Fresco y Más locations, in Tampa and Deltona, Fla.The Tampa store — its third in the market — was converted from a Harveys Supermarket, while the Deltona store was formerly a Winn-Dixie.

The decision to rebrand the stores reflects Southeastern Grocers’ commitment to use its experience and resources to grow and evolve along with local markets, according to company president and CEO Anthony Hucker.

“At Southeastern Grocers, we are dedicated to providing the best products and services for our local communities," he said in a release about the Deltona opening. "With 37 years of experience serving the Deltona community, we believe now is the right time to expand our offerings in Volusia County to provide a supermarket fit for the growing Hispanic community."

The new Fresco y Mas stores feature a vibrant yellow color palette and bi-lingual signage, along with a farmer’s market-styled produce department with a wide selection of tropical fruits and vegetables. A “Cocina”offers daily specials of freshly prepared family favorites made from scratch and daily specials, such as arroz congri and pallet.

Other features include:

  •  A full-service Latin “Carnicería” (butcher shop) offering fresh, custom-cut meats;
  • A “Panadería” (bakery) department offering an expanded selection of Hispanic pastries and local baked goods, made fresh daily;
  • A Dollar Zone with hundreds of everyday essentials tailored to the community, from grocery and cleaning to health and beauty; and
  • An all-new café with expanded seating area serving authentic Hispanic foods and beverages.

Founded in 2016, Fresco y Más operates nearly 30 locations in Florida. The company is a subsidiary of Southeastern Grocers, which operates stores under the Harveys, Winn-Dixie and Fresco y Más banners.