Vallarta Supermarkets held the grand opening of its newest store in Carson, California, last week, simultaneously debuting La Fruteria, a new in-store offering where shoppers can create fresh fruit bowls, the retailer announced.
The La Fruteria section aims to resemble fruit stands found on the streets of Los Angeles, a Vallarta spokesperson said in an emailed statement: “It is a staple that locals grew up with and love, so we wanted to share that with our customers.”
Shoppers can pick from a variety of fresh fruits, including watermelon, cucumber, pineapple, mango, cantaloupe and honeydew as well as add toppings like Tajin, Chamoy, lime juice and salt to further customize their bowls. Vallarta staff members prepare each made-to-order fruit bowl as well as cut and prep fresh ingredients, according to the spokesperson.
The new store, located at 110 E. Carson St., is the only Vallarta location with a La Fruteria department. The grocer’s spokesperson noted that Vallarta plans to bring the offering to additional locations, but did not specify a time frame or store count.
La Fruteria builds on a range of offerings Vallarta makes available to shoppers, including Carnes Frescas, which offers shoppers an array of meat cuts, marinades and spice blends; Tortilleria, a section with authentic homemade fresh corn and flour tortillas; and Panaderia, a department featuring Latin American breads, cakes and other sweets, according to the retailer.
The grocer’s Vallarta Go delivery service is available at the new store, per the press release. Foods from the store’s La Cocina prepared food section are also available for delivery through DoorDash.
Vallarta operates 55 grocery stores across California and employs more than 8,000 people.