While José Bernal was pursuing his master’s degree in London, he came up with a solution to a problem faced by agricultural product companies: what to do with damaged produce. The solution? Camino a Verte (CAV) Supermarket, a fruit and vegetable store.
Fresh Food for Texas
McAllen, Texas, is the second city that the Organization for Economic Co-operation and Development identified as having one of the highest rates of overweight and obese residents. It is also, coincidentally, where the headquarters of Sweet Seasons are—the company where José Bernal, CEO of (CAV) Supermarket, works.
Bernal recognized the opportunity and need in this city to test a business model: offering “second-grade” fruits and vegetables to a population that urgently needs to improve its diet.
CAV Supermarket is redefining retail in McAllen, Texas, by prioritizing nutritional value and food security over aesthetic perfection. It serves as a vital bridge between the supply chain and the community. While “Grade 1” produce is typically exported to distant northern markets or sold to large chains, CAV Supermarket specializes in salvaging “Grade 2” and “Grade 2.5” produce.
“We launched in September 2022, which is why I say we’ve been around for almost three years—since we opened in August.”
Nutrition Without Perfection
The fruits and vegetables they offer, although they have small natural blemishes or superficial cosmetic damage, retain the nutritional quality and freshness of a flawless product.
By intentionally marketing these products—which traditional consumers sometimes reject based on appearance—CAV Supermarket ensures that healthy, high-quality food remains accessible to local families, demonstrating that true quality does not depend on appearance.
“Peeled and ready to eat is a very clear concept,” explains Bernal.
The idea is to offer clean, chopped, and ready-to-eat fruits and vegetables that appeal to consumers and perhaps encourage them to try options they otherwise wouldn’t.
In fact, CAV Supermarket’s second location is very close to two gyms, making the food more convenient—and, therefore, more affordable.
Occasionally, they also offer other products, such as juices, flowers, and water.
Related Article: Celebrate the Hispanic Heritage in the Agricultural Industry
CAV By the Numbers
- 2 locations: In McAllen (4400 N 23rd St Ste 227, specifically in the Mercado District) and Phar (1401 S Jackson Rd.)
- 8 employees
- 2,000 different SKUs
- 56 products on display
- 11:00 a.m. to 9:00 p.m. Tuesday through Saturday and 11:00 a.m. to 5:00 p.m. on Sunday
The story behind the name Camino a Verte Supermarket
Camino a Verte Supermarket refers to the journey and story of how a product arrived—how many hands it passed through—so that the end consumer, restaurant owner, juice bar operator, athlete, etc., can enjoy that food. And don’t let a little spot stop you.