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Vallarta debuts fresh look

Hispanic chain seeks broad appeal with Pasadena location

Vallarta Supermarkets recently opened its 50th store in Pasadena, Calif., with a modern look and more multicultural appeal.

The 50,000-square-foot store is at the site of a former Vons and underwent an $8 million renovation, with a contemporary look created by interior design firm of DL English Design.

“The result of our investment was a new supermarket with a contemporary style and very colorful patterns in vibrant pastels," said Rick Castillo, marketing director of Vallarta Supermarkets. “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.”

In addition to its La Cucina section offering prepared foods, the store will also have a full-service meat and seafood department; a scratch bakery offering pan dulce, bolillos, savory cakes, pastries, and more; a tortilleria offering freshly made tortillas and masa for customers’ holiday tamale-making needs; a Cremeria (deli) with a wide selection of fresh Latin-style cheeses, cremas, store-prepared chorizos, salsas, guacamole and pico de gallo; and La Isla (the island), offering made-to-order fruit beverages and ice cream.

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