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Alexis Sanchez

Professor Batty

English 101

31 March 2017

The Hidden Home of Vallarta

Feeling welcome is not a privilege, but a human right. Latinos, specifically Mexicans, are

currently one of the least welcomed groups in the United States. Even the president of the United

States has referred to Mexicans as Rapists and Murderers. On the other hand, with the rise of

Mexican immigrants fleeing to the United States, their culture has inevitably seeped into cities

such as Los Angeles. Because of this boom of culture, many mainstream American businesses,

such as Walmart, are capitalizing on Mexican cuisine. As a result, these large corporate

American businesses are tainting Mexican food to fit their own American taste bud and has

become another way that Hispanics are misrepresented. Fortunately, Latino-owned supermarkets

like Vallarta are not only preserving the authentic cuisines but also serving as a sanctuary for

Mexicans in this current climate of racially charged hate. Sure, businesses like Walmart are

providing more and more Mexican food, but what they lack is the community and the sense of

welcoming. Vallarta not only provides the cuisine, but it provides what other big businesses

cannot dream of: an authenticity in culture, a solace, and economic opportunities for Latinos.

The supermarket Vallarta bears cultural authenticity that other non-Hispanic

supermarkets, such as Walmart, are unable to provide. Food is an essential part of Mexican

culture. It encompasses the ideals of family and socializing Mexicans strongly value. Before

Vallarta, many Mexicans either traveled to Mexico for authentic food or simply settled for the
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Hispanic cuisine provided in regular stores. As the CEO and founder of Vallarta, Enrique

Gonzales explains, they are used to going to Tijuana to get to know the products Mexico has,

but afterward they learn that the same things they find in Tijuana are in Vallarta stores (Post

Special To The Denver). Because of Vallarta, Mexican immigrants no longer have to go to their

hometown to enjoy their cultural cuisine. Or for many, who lack that option due to their illegal

status, they no longer have to settle for another culture's versions of their most beloved dishes.

For instance, many mainstream American companies have tried desperately to cater to Hispanic

consumers by implementing elements of Spanish food in their original dishes. According to NBC

Latino, the fast food companies are especially taking advantage of the new wave of Hispanic

consumers, by making products such as Lays Chile Limon, or Ruffles Queso Cheese, or

Marie Callender's Microwavable Shrimp Tacos (Laboy NBC Latino) Consequently, these

mainstream American companies are strip away the authentic culture. Undoubtedly, Mexicans

see right through this, and it is traumatizing for them to only see marketable versions of their

culture. Fortunately, Vallarta provides a place where Hispanics are free from that. You wont

find large displays of Chile Limon Lays in Vallarta, youll find freshly made homemade

tortillas, Don Maria Mole, and Massa. Cuisines that actually hold a significance and history of

Mexican culture. Simply by seeing these items ignites so many wonderful memories for

Mexicans. It gives them the proper representation that they so desperately seek in a country that

fails to give it to them. Incidentally, not only providing an accurate representation of culture, but

also a solace for Hispanics.

In the current state of fear and hate, Vallarta provides a solace for Mexicans. Mexicans

shop at Vallarta to feel safe in the unfamiliar culture of the United States. As one shopper
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explains, she goes to a Latino market for the sense of familiarity. Daisy Hodges a 30-year-old

Latino shopper heads to the grocery store for similar reasons: she seeks the sights, smells, and

tastes that take her back to the vibrant dishes she grew up around. (Jehangir Fox News) The

nostalgia that Vallarta provides is a huge part of why many go there. When Mexicans enter into

Vallarta the bright colors remind them of the vibrancy of their country. As they push their

shopping carts they cant help but tap their feet to the banda music that permeates the aisles as it

brings them back to those family parties they once dreaded, but now miss dearly. As they pass by

the panaderia they cant help but smell the freshly made warm bread and think Mmm smells

just like abuelas kitchen. Additionally, the community aspect Vallarta brings serves as a

comfort. Every worker and nearly every customer speaks fluent Spanish and are always talkative

and helpful. It isnt unusual if someone asks an employee for assistance and they spend the next

twenty minutes standing in the aisle exchanging life stories.This atmosphere provides a strong

community and sanctuary for Mexicans while the rest of the country alienates them. You wont

find any of that in Walmart. Not only does Vallarta provide a haven for Mexicans who shop

there, but also economic opportunities for them as well.

The Vallarta serves a greater purpose in keeping the monetization of Mexican products in

the hands of Latinos instead of big businesses aiming to exploit them. Large corporate

supermarkets such as Walmart are spending millions of dollars to cater to Hispanics. Walmart

invested up to 60 million both in 2011 and 2012 for Latino cuisine as well as opened up a

Hispanic-focused grocery store in 2009. (Jehangir Fox News) Even so, the money has only

gone towards Mexican food for selfish profit for the CEO and makes it difficult for smaller

Mexican markets to thrive. In contrast, Vallarta invests their money not only on Mexican cuisine
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but to help Hispanics. For example, Vallarta invests money for cultural events in order to

celebrate their culture. As their website claims, Our goal is to showcase our events and promote

positive values and a sense of pride (Customer Service) Vallarta shows an active interest in

fostering cultural pride by investing their money in these events. Additionally, since customers

are predominantly Mexican almost all employees must be Spanish speakers. Thus, creating many

job opportunities for Hispanics. Furthermore, Vallarta provides certain economic perks such as

cheaper produce, and free check cashing that larger corporate supermarkets lack. Lastly,

Mexicans particularly choose to support this supermarket because they know that their money is

going towards a Latino-owned business. The know that the CEO Enrique Gonzales was once a

struggling butcher's son in San Fernando. They are much happier to give their money to someone

they identify with, rather than a big CEO who simply sees them as a means of profit.

In brief, Vallarta encompasses all areas of Latino and Mexican culture. It fosters a sense

of community, family values, and cuisines, which all create a much-needed solace from the

outside world. In a country where many of these Hispanic customers are called Aliens or

Outsiders Vallarta's message of Bienvenidos, we not only welcome you, but we know you,

and we have your favorite hot dish waiting for you. The Vallarta which means a place in

Mexico, perfectly encompasses what the place provides a little piece of Mexico. Places like this

extremely important because they foster culture and compassion in our harsh world.
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Works Cited

"Customer Service." Vallarta Supermarkets. N.p., n.d. Web. 31 May 2017.

Jehangir, Mariam. "As Community Keeps on Growing, Grocery Stores Find Ways to Indulge the

Latino Palate." Fox News. FOX News Network, 2 Sept. 2016. Web. 31 May 2017.

Post, Special To The Denver. "Latino Businessman: I Owe My Success to Saving and Hard

Work." The Denver Post. Denver Post, 08 May 2016. Web. 31 May 2017.

Suzette Laboy and J.M. Hirsch, The Associated Press. "Latino, Other Ethnic Influences

Changing Americas Food choices." NBC Latino. NBC, 17 Oct. 2013. Web. 31 May

2017.