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Inside Fresco y Más

fresco y mas dancers

Founded in 2016, this recent entrant to the supermarket battles Fresco y Mas is a subsidiary of Southeastern Grocers.

Although Southeastern Grocers is one of the largest supermarket chains in the Southeast, with 550 stores, it struggled mightily in last few years, and sought Chapter 11 bankruptcy protection.

After emerging from bankruptcy in 2018, Southeastern Grocers, which also owns and operates Winn-Dixie, Harveys Supermarkets, and Bi-Lo.

As part of its reorganization, dozens of the Bi-Lo discount banner in Georgia and the Carolinas, along with a handful of Harveys stores, are being sold to Food Lion/Ahold Delhaize.

The move is designed to allow Southeastern Grocers to more fully concentrate on its core brands: established Winn-Dixie, increasingly popular Fresco y Más, and the remaining Harveys stores.

Fresco y Más has 26 grocery stores throughout Central and South Florida. Based in Jacksonville, the chain caters to Florida’s large Latino population, consisting of many Cuban and Caribbean customers, as well as an increasing number of South American shoppers.

The newest store, in Lauderhill, FL, west of Ft. Lauderdale, caters to Caribbean customers with specialized format and curated product line. Every Fresco y Más store includes a full-service carnicería (butcher shop), a bakery, and a cocina that cooks up dishes from across the Latino spectrum.

The chain was also ahead of some competitors with its rollout of online shopping, allowing customers to shop from home before the coronavirus forced others to get on board.

To this end, Fresco y Más partnered with Shipt in 2019 to offer same-day delivery services in South Florida and the Tampa and Orlando areas.

This is a multi-part feature adapted from a supplement to the September/October issue of Produce Blueprints magazine.