Southeastern Grocers Opens Doors to Fresco y Mas Stores in Tampa, Deltona

Southeastern Grocers said it has opened two new Fresco y Más stores in Tampa and Deltona, Fla., expanding the five-year-old grocery chain's footprint to a total of 29 locations statewide. 

Both previously announced stores are conversions for Jacksonville-based SEG: The new Tampa store, which opened at 7851 Palm River Road on Nov. 3, was converted from a Harveys Supermarket; the Deltona store, which opened Nov. 17 at 1229 Providence Blvd., was converted from a Winn-Dixie.

The decision to rebrand the stores reflects SEG's commitment to use its experience and resources to grow and evolve along with local markets, SEG President and CEO Anthony Hucker indicated in a news release about the Deltona store's opening. "At Southeastern Grocers, we are dedicated to providing the best products and services for our local communities," Hucker said. "With 37 years of experience serving the Deltona community, we believe now is the right time to expand our offerings in Volusia County to provide a supermarket fit for the growing Hispanic community."

Southeastern launched the Fresco y Más banner in 2016 to serve Hispanic and Caribbean communities throughout South and, increasingly, Central Florida. While most of the chain's current locations remain in and around Miami, the new Tampa location marks Fresco y Más's third store in the Tampa Bay area, and the Deltona store expands Fresco y Más's presence north of Orlando.   

According to Southeastern's news release, both new stores boast a produce department that features a farmers-market-style setting and a wider selection of tropical fruits and vegetables; a renovated bakery with an expanded selection of Hispanic pastries and local baked goods; a full-service meat counter; a cocina (kitchen) offering prepared family favorites; a Dollar Zone featuring everyday essentials and local favorite offerings in grocery, cleaning, and health and beauty; and a cafe offering Hispanic breakfast selections, pastries, drinks, and hot and cold sandwiches.