Vallarta Supermarkets, a Southern California-based grocer specializing in Latin American foods, opened its newest location in Duarte on Wednesday. The store marks the company’s 66th outlet and continues its recent expansion efforts following openings earlier this year in Rancho Cucamonga and in Arizona, the chain’s first store outside California.

Founded in 1985 when Enrique Gonzalez and his family launched a meat market in Van Nuys, Vallarta Supermarkets has grown into a well-known brand offering a wide range of products focused on Mexican and Latino cuisine. These include housemade corn tortillas, pan dulce, ceviches, prepared meals, fresh meats, aguas frescas, and a diverse selection of produce. The new Duarte location features SushiOro, an in-store sushi market showcasing rolls and signature sauces developed by Vallarta’s culinary team.

Located at 1470 Mountain Avenue, the Duarte store occupies approximately 46,000 square feet of the former Best Buy site and is expected to create around 200 jobs in the community. Vallarta’s vice president of marketing, Allie Garcia, expressed enthusiasm about becoming part of the Duarte area, emphasizing the company’s intention to establish welcoming destinations in each new market.

Headquartered in Santa Clarita, Vallarta Supermarkets currently operates in numerous Southern California cities including Los Angeles, Carson, Canoga Park, and Indio, as well as locations farther north in Salinas and Modesto. The chain opened additional stores in Modesto, Colton, Park Mesa Heights, and Hemet in 2025. Company spokesperson Lizette Gomez indicated that the brand aims to open about five new locations annually and has plans for further expansion into multiple states.

Vallarta’s growth coincides with a trend in which specialty grocery stores are filling market gaps left by larger chains such as Ralphs and Albertsons, which have been reducing their footprint in some areas. Other ethnic-focused grocers are also expanding regionally, including Asian market chains like 99 Ranch Market and T&T Supermarket. For example, 99 Ranch Market is leading the redevelopment of a shopping center in San Gabriel, while Canada-based T&T Supermarket opened its fourth California location in Chino Hills last year.

With its newest store in Duarte, Vallarta Supermarkets seeks to continue its role as a prominent destination for Latin American produce and products, while contributing to local employment and retail options.