92�SEPTEMBER / OCTOBER 2025�ABASTO.COM By Ron Margulis H ispanic Heritage Month pre- sents a vibrant stage for food retailers to both honor cultural heritage and drive produce depart- ment sales. Tis annual celebration, stretching from September 15 to October 15, isn’t just a retail opportunity—it’s an invitation to connect with the tastes, traditions and stories that enrich the Hispanic community and, by exten- sion, all of a retailer’s customers. How to look good A winning approach starts in the pro- duce department, which happens to be where I started my food industry career. In those days, before the inter- net and smartphones, the most exotic items we’d stock were avocados, man- gos and maybe plantains. Now you can fll produce aisle every- day with yuca, chayote squash, jalape- ños, tomatillos, cilantro and much more. Tese ingredients aren’t just food—they’re woven into the fabric of families, festas and everyday meals across Latin America. To authentically celebrate Hispanic Heritage Month, consider transfor- ming key areas of your department into showcases for these culturally signifcant items. Vibrant papel picado decorations, heritage-inspired banners and the co- lors of various Latin American fags set the mood for celebration, while educational signage informs shoppers about the cultural and culinary impor- tance of each item. Winning Formula Successful merchandising is about engagement as well as aesthetics. Try pairing fresh produce with other es- sentials, like tortillas or beans, needed to make favorite dishes. Encourage purchases by presenting recipe inspi- rations, such as guacamole or ceviche (a personal favorite), that combine several featured ingredients. Produce clerks and store associates can ofer bilingual recipe cards or even demons- trate preparations, creating a lively and interactive shopping experience. When shoppers see, smell and taste how these ingredients come to life, they’re much more likely to bring them home. Connecting shoppers with the sto- ries behind the food deepens their ex- perience. Share the rich backgrounds of ingredients and the farmers who grow them. If your supply chain in- cludes produce from Hispanic-owned farms or local growers, highlight tho- se connections in-store and online, perhaps featuring quick interviews or photos. Social media channels provide a perfect avenue to bring these na- rratives to life, whether that’s a short video showing how plantains are har- vested or a festive recipe series hono- ring diferent Hispanic cuisines. In today’s multicultural market, it’s important to meet all shoppers whe- re they live—both linguistically and culturally. Ensure that your signage, recipe cards and promotional mate- rials are accessible in both English and Spanish, and make certain there are knowledgeable, bilingual staf mem- bers available to assist customers. Tis not only makes shoppers feel welcome but also helps bridge the gap for those less familiar with certain ingredients. Sampling is another tactic I’ve discussed in this column because it brings celebration to the senses. Small bites of fresh mango or a taste of sto- re-made salsa using store ingredients can convince the most hesitant cus- tomer. Tese samples, paired with festive displays and the opportunity to learn, transform an ordinary shop- ping trip into something special—and memorable. Finally, amplify the celebration with a robust online presence. I’ll discuss the idea of unifed commerce in a fu- ture column, but for now using onli- ne channels to spotlight the activities and promotions in the store, and vice versa, cements overall customer enga- gement. In addition, the younger ge- nerations are more prone to shopping online so making the physical celebra- tion more like digital commerce will attract new customers. Hispanic Heritage Month is more than just a merchandising event—it’s a chance to honor heritage, engage communities, and expand your produ- ce sales with purpose. By showcasing authentic items, sharing culturally rich content and thoughtfully enga- ging with your shoppers, you can turn your produce department into a hub of celebration and connection this fall. Celebrating Hispanic Heritage Month: Fresh Strategies for Retailers USEFUL ADVICE