Bodega Latina Corp. has acquired Fiesta Mart, an international food retailer with a strong presence in the Dallas and Houston, Texas markets. Together, the companies will form a Hispanic-focused supermarket chain with 122 stores across California, Arizona, Nevada, New Mexico and Texas.
“The acquisition of Fiesta allows us to meaningfully expand into Texas via an established, well-known supermarket operator,” said Carlos Smith, President and CEO of Bodega in a statement. “Through the combination of the strengths of our two organizations, we will be well positioned to significantly accelerate our vision of efficiently offering high quality products at the lowest possible prices.”
The five states serviced by the retailers contain 50% of the U.S. Hispanic population. Bodega does business under the El Super banner, while Fiesta Mart stores will continue operating under their existing name.
Bodega is likely to use its procurement capabilities to reduce prices at Fiesta Mart stores, according to Burt Flickinger III, Managing Director of Strategic Resource Group, in an interview with Houston Chronicle. Carlos Smith, CEO of Bodega, is known for personally overseeing El Super locations, and is expected to bring a personal touch to Fiesta Mart as well.