Retail Merchandiser - May/June 2012 - (Page 33)

Beverage Merchandiser VALLARTA SUPERMARKETS INC. ‘Never Stop Evaluating’ After nearly 30 years of success, Vallarta Supermarkets continues to look for ways to improve its operations and product selection, under the guidance of Gonzalez family leadership. any say every ship needs a strong captain, and for Vallarta Supermarkets Inc., a store is nothing without the skills of a competent manager to guide it through the rocky waves of daily business. “[We believe] that all the success we may enjoy is 100 percent attributable to [our] ability to attract and develop high-performing management and supervisors,” COO Kurt Erickson says. Based in Sylmar, Calif., Vallarta Supermarkets operates 41 stores in its home state that specialize in traditional and Hispanic food items, including fresh-made tortillas, salsas and Latin-style cheeses. Founder Enrique M Gonzalez Sr. started Vallarta Supermarkets in 1985. A native of Mexico, Gonzalez grew up on a subsistence farm with his four brothers. When the chance came to immigrate to the United States, Gonzalez’s family took it. He eventually opened the first Vallarta store in Van Nuys, Calif. In 1986, Gonzalez opened a second location, which he started with the involvement of his five brothers. Today, Vallarta Supermarkets employs a staff of approximately 8,000 and has locations in Ventura, Los Angeles, San Bernardino, Kern, San Diego, Tulare, and Orange and Fresno counties. “[We] provide our customers with a wide variety Kurt Erickson Sylmar, Calif. May/June 2012 retail merchandiser 33

Table of Contents for the Digital Edition of Retail Merchandiser - May/June 2012

Retail Merchandiser - May/June 2012
‘Push’ vs. ‘Pull’
Narrow Your Band
Celebrating in Style
Give a Little Something Extra
Charm City Cakes
LazyTown Entertainment
Binny’s Beverage Depot
Vallarta Supermarkets Inc.
Cintron Beverage Group
Total Wine and More
Golfsmith International Inc.
Barrow Fine Furniture
Hedahls Auto Plus
Kopp Drug Inc.
Grafton-Fraser Inc.
Intelligent Office Canada
A1 Counting Solutions
New & Notable
Focus on Licensing - May/June 2012
2012 Preview
Franchising Facts
Hello Kitty Charm
Playing It Up
Saban Brands Powers Up
Mars Retail Group
SEGA of America Inc.
Major League Baseball Players Association
Universal Partnerships & Licensing
Remington Arms Co.
Cartoon Network Enterprises
Hybrid Apparel
Agile Network
New & Notable

Retail Merchandiser - May/June 2012