TAPPING CULTURAL ROOTS

CARTERET, N.J. -- Pathmark here is set to run its 14th annual Multicultural Arts Festival with General Motors, a new sponsor this year, joining as many as 100 other companies that contribute to the festival. Pathmark is the title sponsor.ew program this year in celebration of Hispanic Heritage Month. The series of cultural events begins in mid-August and runs through mid-October. It will culminate

CARTERET, N.J. -- Pathmark here is set to run its 14th annual Multicultural Arts Festival with General Motors, a new sponsor this year, joining as many as 100 other companies that contribute to the festival. Pathmark is the title sponsor.

ew program this year in celebration of Hispanic Heritage Month. The series of cultural events begins in mid-August and runs through mid-October. It will culminate on Sept. 14 with a large, televised celebration at the South Street Seaport in Manhattan, said McGlothin.

The Pathmark Multicultural Arts Festival is the largest ethnic celebration in the nation, according to McGlothin. Pathmark brings these events into the stores with a sponsor's product demos and in-store announcements. "It really has paid off for Pathmark with increases in sales and traffic," McGlothin said.

Through these events Pathmark has demonstrated that it understands the importance of having a major presence in the communities it serves and the cultural makeup of those communities, said McGlothin. "The smart supermarket gives their shoppers a sense of cultural roots, and in the end it will attract loyal shoppers."

The following is the 2003 schedule of events for Pathmark's Multicultural Arts Festival: April 20-22, Jewish museums -- Passover Family Day, Manhattan; May 2-3, Jersey Gardens Mall, Elizabeth, N.J., multicultural; May 16-17, The Gallery at Market East, Philadelphia, African American and multicultural; May 31-June 1, South Street Seaport, Manhattan, Asia Fest and the Nutrament Latin Dance Team competition; June 8, King's Plaza, Brooklyn, Afro-Caribbean-West Indian; June 21, St. John the Baptist Cathedral, Paterson, N.J., Hispanic; June 22, St. Rose of Lima Church, Newark, N.J., Hispanic and African American; and Aug. 3, Kipps Bay Boys' and Girls' Club, The Bronx, N.Y., Hispanic and multicultural.