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Gigante, the Mexico-based retail operation
that entered the Southern California marketplace
four years ago, opened its fifth store this
spring — a 45,000 square foot store in Anaheim.
Kent Kuwata, the buyer and manager of
produce operations for the chain, said because
of Gigante roots, its main focus is in the Latino
community, but it has a full range of both Hispanic
and conventional produce items. “We
feature 20 different fresh chili items and 50 different
dried chili products,” he said emphasizing
the effort to cater to the Hispanic population.
“But we also carry a full line of convenience
salads and all of the traditional items.”
Kuwata, who has been in the retail produce
industry for 30 years, including 23 with
The Vons Companies, said produce is one of
the main shopping draws for the Latino buyer
so it is prominently featured in the Gigante
stores. “The perishables are what draw our
customers so meat and produce are our two
biggest departments.”
He said in the newest Anaheim location,
the produce department is larger than in the
other four Southern California Gigantes and that
store will act as a prototype for future openings,
which are on the drawing board.
When he was with Vons, Kuwata was on
the produce set-up team that launched the
Tianguis stores, which were aimed at the Hispanic
community, so he has some experience
in the wants and desires of that ethnic group.
But he doesn’t believe the needs of his customers
are very different from any other buyer. “The
smart consumers are looking for value and quality
and that doesn’t change.”
Kuwata did agree that it is a mistake to
generalize about the Hispanic shopper. He said
consumers visit his store from all economic backgrounds
with some concentrating on price and
many others willing to pay a premium for the
top-shelf merchandise. “We also have first, second
and third generation Hispanics shopping
in our stores, and they are all different.”
Kuwata said just like their counterparts in
any ethnic group, different generations have
different needs. Older shoppers tend to cook
more, while younger shoppers are looking for
convenience.
Kuwata and his produce managers will
be attending the Fresh Produce & Floral Council
Expo in June, which this longtime retailer
believes is a very valuable resource. “I’ll walk
the (exhibit) floor with my managers and we
will check out all of the new product lines. It is
a great opportunity to talk and exchange ideas.
I’ll see some things that look interesting to me
and I’m sure my managers will point out some
items that they know will sell because they are
working with the customers every day. That’s
what its about — looking for extra sales.”
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