Vallarta Supermarkets will open a new 52,000‑square‑foot store June 10 at 851 W Olive Ave. in Merced, California.
The celebration will feature live entertainment, community donations, special giveaways and tastings of Vallarta’s signature fresh offerings. The first 300 customers will receive a free reusable grocery bag filled with groceries. In addition, five local schools and charities will each receive a portion of $7,500 in donations as part of Vallarta’s commitment to giving back.
“We are thrilled to continue growing in Central California and bring the Vallarta experience to Merced,” said Allie Garcia, VP of marketing at Vallarta Supermarkets.
“Each new store represents more than just a place to shop. It is a place where families can find fresh, high‑quality ingredients that celebrate their culture and traditions. We are especially proud to support local schools and charities as part of our openings, because investing in the community remains at the heart of everything we do.”
The Merced store will be the second location to feature Marisquería Costa de Oro, known for fresh ceviches, made‑to‑order seafood tacos, coctel de camarón and tostadas including the Burnt Habanero Ahi Tuna, alongside kid‑friendly plates. The store will bring 175 new jobs to the community, from department staff to store leadership roles.
A custom mural created by local artist Patricia Pratt serves as a tribute to Merced’s unique identity.
Signature departments include:
- Made‑fresh daily foods: Warm corn and flour tortillas crafted in‑house, hand‑decorated cakes and pan dulce in the Panadería, and fresh ceviches prepared in small batches throughout the day.
- Authentic flavors at the heart of the store: The Carnicería (Home of the Original Carne Asada) offers premium marinated meats. The Cremería features traditional cheeses like queso fresco and cotija. The Pescadería and in‑house Cevichería deliver ocean‑fresh seafood and aguachiles.
- Grab‑and‑go with a cultural twist: La Cocina offers hot, ready‑to‑eat meals inspired by Mexico and Central America. The Juice Bar serves aguas frescas from traditional vitroleros. A made‑to‑order guacamole station is available. Refrigerated meals include tortas de jamón, fresh salads, signature rice and refried beans. The Dulcería offers candies, piñatas, and celebration essentials.
- Global meets local: Hand‑rolled sushi, fresh‑pressed juices, fruit bowls topped with Tajín and chamoy, and a wide selection of organic produce sourced both locally and worldwide.
- More than groceries: The Florería offers flower arrangements and potted plants.
Vallarta Supermarkets offers delivery through DoorDash, Uber Eats and Instacart.
For independent grocers, Vallarta’s continued expansion – this is its third store opening of 2026 and its 65th overall – shows how a regional, culturally focused independent can grow by doubling down on authentic offerings. The Merced store’s Marisquería Costa de Oro, in‑house tortilla making and traditional cremería create destination departments that national chains cannot easily replicate.
Independents in diverse communities should consider which cultural touchpoints (fresh tortillas, traditional cheeses, made‑to‑order guacamole) they can add or improve. These high‑margin departments drive traffic and build loyalty among shoppers seeking authentic flavors.
[RELATED: Vallarta To Celebrate New Supermarket In Rancho Cucamonga, CA]