Jacksonville, Fla.-based Southeastern Grocers (SEG) is expanding its five-year-old Fresco y Mas grocery chain, announcing that two new locations of the Latin-foods-focused grocery store will open in Deltona and Tampa, Fla., in November.
SEG—also parent to Winn-Dixie and Harveys Supermarket and the recently launched WDs Wine, Beer & Liquor stand-alone liquor-store concept—made the announcement as part of its celebration of Hispanic Heritage Month, which runs Sept. 15–Oct. 15. Exact locations and opening dates for the new Fresco y Mas stores are yet to be announced; however, SEG noted that both will feature a full-service Latin butcher shop offering custom-cut meats, an all-new panaderia (bakery) and a café serving freshly brewed Cuban coffee.
"Over the past five years, we have had the wonderful opportunity to introduce fresh, authentic Hispanic flavors into new communities, and we are thrilled to continue our Fresco y Más expansion in the state of Florida while celebrating Hispanic Heritage Month both inside and outside of our stores," SEG President and CEO Anthony Hucker said in a news release.
Additional events Southeastern Grocers is hosting to mark Hispanic Heritage Month include the company's first Hispanic Heritage Cooking Competition for a Cause, taking place at the Mariano Moreno Culinary Institute in Miami on Oct. 15. Four not-for-profit organizations will compete for a $5,000 grand prize, with Fresco y Mas and Winn-Dixie customers encouraged to vote for their favorite participating organization beginning Sept. 24. For associates, SEG will offer virtual cooking lessons and an insights session with company executives about Hispanic consumer shopping trends. The special events are being organized by Southeastern's Pa'lante Hispanic associate resource team.
Fresco y Mas, founded in 2016, currently operates 27 locations in Florida, with most concentrated in the Greater Miami area.
SEG noted in its news release that the company was recently recognized by the National Diversity Council as a top employer for Latino leaders. "SEG is fiercely committed to diversity and culture in the workplace" and to "cultivating and promoting Latino diversity and inclusion initiatives that establish and foster a more equitable work environment," the company stated.
Earlier this week, the company announced its sponsorship of four Pride festivals in SEG's home state of Florida. SEG's sponsorship of River City Pride in Jacksonville, Miami Beach Pride, Come Out with Pride in Orlando and Pride on the River in Tampa "will amplify the voices of the LGBTQ+ community and support the organizations in their missions to empower authentic living, educate the broader society and eliminate long-standing barriers," stated the company, which is a member of the National LGBT Chamber of Commerce.
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