The Independent’s Playbook: Building Stronger, Meaningful Multicultural Relationships

By Jim Dudlicek / NGA Managing Editor and Content Strategist

We're celebrating Hispanic Heritage Month, a reminder of the opportunities that independent grocers have all year long to make better connections with the diverse communities they serve.

"It's important to ensure consumers are seen, heard and understood," Michelle Mendoza, VP of marketing and customer experience for Port Washington, N.Y.-based Associated Supermarket Group, says in the Summer 2024 issue of NGA's Independent Grocer magazine.

So many independent grocers are embedded in their communities and their shoppers' daily lives, which gives these retailers a deeper connection to consumers' wants and needs.

"Our marketing initiatives are important in connecting with the specific demographics within our community," says Gladys Marquez, marketing director at Dallas-based El Rio Grande Latin Market. "By tailoring our campaigns to reflect the cultural values, traditions and preferences of our diverse customer base, we build stronger, more meaningful relationships."

ASG supplies dozens of independent retailers in a culturally diverse market area in the Northeast, and El Rio Grande attracts its area's Latin American population as well as others in search of authentic products. So, Mendoza and Marquez know their business.

A combination of culturally relevant promotions, community events and local partnerships "foster a sense of belonging and trust within the community," Marquez says. Meanwhile, Mendoza's company designs marketing programs to support its member retailers for initiatives ranging from Italian heritage to Caribbean celebrations.

"Culture competency" is good business, Mendoza acknowledges, and consumer appreciation is being reflected at the register. Likewise, Marquez notes, "We continue to see the customer count increase. We watch closely and listen carefully to what our customers have to say. The voice of our customer is the backbone of our business."

Mendoza will be moderating a discussion on "Engaging the Hispanic Shopper" during NGA's Executive Conference and Public Policy Summit, Oct. 28-30 in Washington, D.C. Marquez will be among the panelists, as will Lupe Lopez from Arteaga's Food Center in Northern California, and Melissa Mayfield, head of grocery and retail operations for summit sponsor Colgate-Palmolive.

Read more insights about multicultural marketing from Marquez, Mendoza and others in the Summer 2024 issue of Independent Grocer.

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