Latino-Oriented Market Typifies New Strategy

Operators of a new South Gate supermarket offer a Latino-oriented inventory of foods and a range of specialized customer services. Citizenship classes and voter registration booths are also in the works for the store.

El Super, a 40,000-square-foot market, celebrated its grand opening with city officials last weekend. The store’s marketing strategy is emblematic of steps being taken by businesses to reach out to the growing Latino population in the city and nearby neighborhoods.

Robert Valero, store director of El Super at 5702 Firestone Blvd., said business so far is doing “extremely well.”

Stocked with imported Latin American products, the market boasts an in-store tortilla factory and a walk-up taqueria, as well as financial services including money transfers and paycheck cashing.

Tiendas Chedraui, El Super’s parent company financed mainly by two Mexican brothers, plans to open another supermarket in the area later this year using the same approach.