GIANT FEATURES ETHNIC GROCERY DURING FIESTAS

Amanda Weekes

GETTYSBURG, Pa. -- The authentic sounds of live merengue heated up the aisles, while plantains and hot sauce sizzled throughout a unit of Ahold USA-owned Giant Food here during a special, afternoon-long Hispanic Heritage Month Fiesta.

Hoping to cater to the diverse surrounding community, Giant Food offered cooking demonstrations using ethnic grocery items; an outdoor market featuring fresh produce specific to Hispanic dining; and a mariachi band for customers looking to celebrate.

Identical, fiesta-style promotions were held in Harrisburg, Lancaster and Kennett Square, Pa.

Products featured in food demonstrations included Best Juices' Mango and Cocktail flavors; Chiffles' plantain chips; CanCan Cookies; Cafe La Rica; Brazilian Gourmet Juices in peach, pear, cashew and passionfruit flavors; Inca Kola; Fiesta Salad; Taquitos; Buffalo hot sauce; Orale Mojo Criollo and Mojo for Fajitas marinades; and Orale bag spices. The demos were an attempt to broaden consumers' taste horizons, and introduce them to new products and product combinations, according to Dennis Hopkins, the chain's vice president of advertising and sales development.

Throughout the event, which ran from 1 to 4 p.m., Giant Food also sold chalupas or rice for $1, with money earned going to Migrant Ministries, a local Hispanic charity. "This gives the children [English as a Second Language] classes, music lessons, before- and after-school care, and also helps feed them," said Hopkins.

Other activities included performances by Mariachi Flores and Grupo Chance, both of whom played salsa and merengue music, as well as Grupo Azteca, a troupe of folk dancers from Mexico. There were also face painting and coloring contests, Hopkins said.