42 • July | August 2026 • abasto.com BY VIOLETA MONTES DE OCA W hile José Bernal was pursuing his master’s de- gree in London, he came up with a solution to a pro- blem faced by agricultural product companies: what to do with damaged produ- ce. The solution? Camino a Verte (CAV) Supermarket, a fruit and vegetable store. Fresh Food for Texas McAllen, Texas, is the second city that the Or- ganization for Economic Cooperation and Develop- ment identified as having one of the highest rates of overweight and obese resi- dents. It is also, coinciden- tally, where Sweet Seasons is headquartered—the company where José Ber- nal, CEO of (CAV) Super- market, works. Bernal recognized the opportunity and need in this city to test a busi- ness model: offering “se- cond-grade” fruits and vegetables to a population that urgently needs to im- prove its diet. CAV Supermarket is redefining retail in McA- llen, Texas, by prioritizing nutritional value and food security over aesthetic per- fection. It serves as a vital bridge between the supply chain and the community. Camino a Verte Supermarket: From damaged produce to a fruit outlet This fruit and vegetable store, which now has two locations, launched in Texas in 2023 The story behind the name Camino a Verte Supermarket refers to the journey and story of how a product arrived— how many hands it passed through—so that the end consumer, restaurant owner, juice bar operator, athlete, etc., can enjoy that food. And don’t let a little spot stop you. While “Grade 1” produce is typically exported to dis- tant northern markets or sold to large chains, CAV Supermarket specializes in salvaging “Grade 2” and “Grade 2.5” produce. “We launched in Sep- tember 2022, which is why I say we’ve been around for almost three years—since we opened in August.” Nutrition Without Perfection The fruits and vegetables they offer, although they have small natural blemi- shes or superficial cosmetic damage, retain the nutritio- nal quality and freshness of a flawless product. By intentionally mar- keting these products— which traditional consu- mers sometimes reject based on appearance— CAV Supermarket ensures that healthy, high-quality food remains accessible to local families, demonstra- ting that true quality does not depend on appearan- ce. “Peeled and ready to eat is a very clear concept,” ex- plains Bernal. The idea is to offer clean, chopped, and ready-to- eat fruits and vegetables that appeal to consumers and perhaps encourage them to try options they otherwise wouldn’t. In fact, CAV Supermar- ket’s second location is very close to two gyms, making the food more con- venient—and, therefore, more affordable. Occasionally, they also offer other products, such as juices, flowers, and water. 2 locations: In McAllen (4400 N 23rd St Ste 227, specifically in the Mercado District) and Phar (1401 S Jackson Rd.) 8 employees 2,000 different SKUs 56 products on display 11:00 a.m. to 9:00 p.m. Tuesday through Saturday 11:00 a.m. to 5:00 p.m. on Sunday By the Numbers • AGRICULTURAL INDUSTRY