FIESTA HOSTS MEDITERRANEAN FOOD FESTIVAL

JULIE C. BOEHNING

DALLAS -- Fiesta Mart put aside its signature pinatas for one day to host a Mediterranean food festival in its new 48,000-square-foot Ross Avenue store here.

The event was one of several theme events the Houston-based retailer hosts throughout the year to promote its extensive line of international foods, according to Reeves Stuth, director of area operations.

"About three to four times a year we'll run a different event," said Stuth. "We'll have a Louisiana event that's all Cajun foods and a 'Made in Texas' event."

The festival included an array of Colavita Italian foods such as angel hair pasta, which sold for 99 cents for a 16-ounce package; a 16-ounce bottle of aged balsamic vinegar, $2.99, and almond biscotti, $4.59 for an 8-ounce box.

Other items included Dolce Italia pastries, $1.99 for a 7-ounce box, and a 10-ounce can of Lavazza Milano Roast coffee, $5.19. All items were featured in a freestanding display in front of the store's international section.

Several Mediterranean food products were demonstrated during the Saturday afternoon event, according to David Weinerth, store manager. Though Fiesta has a wide selection of Mexican groceries, Mediterranean and other ethnic foods are strong sellers.

"We have a very large international foods section, about five sides of an aisle," said Stuth. Fiesta worked with a number of vendors to put the event together, according to Stuth. "We make special buys on them and the vendors, a lot of times, they make a special offer." Fiesta promoted the Sept. 28 event in its in-store circular, but also generated excitement at the store level. Employees wore T-shirts specially designed for the event and live music played in the background.