Ontario, California-based Heritage Grocers Group (HGG) appointed David Hinojosa as CEO following a board-led national search.
Hinojosa, a 30-year retail veteran with experience across the U.S., Australia and Asia, will lead the 115-store ethnic grocery operator’s next phase of growth. He most recently served as COO at Vallarta Supermarkets, which he joined in 2023.
His career includes 17 years at H-E-B, where he managed 10 stores and held regional and corporate leadership roles; EVP post at Metcash in Sydney, Australia; and COO of Makro in Bangkok, Thailand. He also held executive roles at ShopRite in the Northeast.
Board’s case
David Hirz, chairman of the HGG’s board of directors, said the search centered on finding a leader whose background matched the company’s cultural identity.
“David’s operational expertise, humble servant-leadership style and deep experience in Hispanic and community-focused retail is deeply aligned with our commitment to authenticity, freshness and affordability,” Hirz said.
Hinojosa began his retail career at age 17 as a part-time night stocker at Walmart while attending Whittier College in Southern California.
He has a bachelor of arts in marketing and finance and completed Harvard Business School’s General Management Program and the Executive Food Management Program at Cornell University.
He serves on the boards of the Western Association of Food Chains (WAFC) and the Food Industry Association (FMI).
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Hinojosa’s priorities
Hinojosa said Heritage’s positioning in culturally focused retail aligns with values he has built his career around.
“Heritage’s commitment to serving diverse communities, honoring culture, and delivering exceptional fresh food reflects the values that have guided my career,” he said.
“I look forward to building on the strong foundation already in place while working alongside our talented teams to drive growth, innovation and meaningful value for the families and communities we proudly serve.”
Heritage plans to accelerate growth across its banners with continued investment in fresh foods, operational excellence and community-driven retail formats.
About Heritage Grocers Group
HGG operates in California, Arizona, Illinois, Kansas, Nevada and Texas, with 58 stores under the Cardenas Markets banner and 29 under El Rancho Supermercado. It also has 21 Tony’s Fresh Market stores and seven Los Altos Ranch Markets.
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