Just in time for Cinco de Mayo, the Associated Retail Operations (ARO) bakery team partnered with Rancho Markets, one of Associated Food Stores valued retailers, to bring handcrafted tortillas to ARO bakeries. Rancho Markets is a Utah-based chain of Latino-focused grocery stores that has grown into the state’s largest supermarket group primarily serving the Hispanic community. Founded in 2006 by Eli Madrigal, the chain launched with a single store in South Salt Lake and has since expanded to ten locations across Salt Lake, Weber, Utah, and Davis counties. Macey’s, Dan’s, Lin’s, Dick’s Market and Fresh Market are now bringing shoppers Rancho’s authentic, small-batch flavor every day.
Made fresh exclusively for these stores, the tortillas offer a high level of quality and authenticity. Each batch is crafted using the Madrigal family recipe, bringing authentic Mexican flavor to every tortilla.
Guests can choose from both corn and flour varieties, available in a range of sizes from street taco to burrito-ready. Unlike mass-produced tortillas, these are made fresh in small batches and delivered directly to stores, giving guests a noticeably softer texture and more authentic, homemade flavor. The traditional family recipe brings a level of local craftsmanship and freshness that sets them apart from other options.
Cinco de Mayo falls on a Tuesday this year, making it the perfect time for taco night. To make mealtime even easier, the new tortillas pair perfectly with the stores’ Fiesta Fixin’s trays. Guests can add their favorite protein for a quick, fresh and flavorful meal.
The tortillas launched in all ARO stores late last week and are available in the bakery department. In true One AFS fashion, ARO is testing the products before launching them company-wide.
“We are so excited to bring these tortillas into our fresh bakeries,” said Jill Carter, bakery sales manager. “They are incredibly fresh and soft and a flavorful foundation for countless meals!” This partnership with Rancho Markets is just the latest example of AFS striving to serve its guests the most authentic, local flavors it can find.