Heritage Grocers Taps Veteran David Hinojosa to Helm Next Growth Phase

ONTARIO, Calif. – March 13, 2026 – Heritage Grocers Group (HGG) has appointed retail veteran David Hinojosa as its new Chief Executive Officer, concluding a comprehensive national search for a leader to guide the specialty ethnic grocer into its next era of expansion and innovation. The move signals a strategic push to solidify HGG's position in a competitive market by leveraging Hinojosa's deep expertise in operational excellence and community-focused retail.

Hinojosa takes the helm of a company that had been managed by an "Office of the CEO" since the previous chief executive stepped down in July 2025. His appointment provides a clear strategic direction for the parent company of prominent banners including Cardenas Markets, El Rancho Supermercado, Tony’s Fresh Market, and Los Altos Ranch Market.

“Over the past several months, the Board set out to identify a leader who brings exceptional industry experience and genuinely reflects the values that define Heritage Grocers Group,” said David Hirz, Chairman of the Board. “David’s operational expertise, humble servant-leadership style, and deep experience in Hispanic and community-focused retail is deeply aligned with our commitment to authenticity, freshness and affordability.”

A Career Forged in the Aisles

Hinojosa’s journey to the CEO office is a story of a three-decade career built from the ground up. He began at age 17 as a part-time night stocker for Walmart while studying at Whittier College. His talent was quickly recognized, and upon graduation, he was recruited by the highly respected Texas-based retailer H-E-B. Over a 17-year tenure, he rose through the ranks, managing ten stores and holding significant corporate and regional leadership roles that shaped his operational philosophy.

His career then took an international turn, providing him with a global perspective on retail dynamics. He served as Executive Vice President of Metcash in Sydney, Australia, and later as Chief Operating Officer of Makro in Bangkok, Thailand, adapting his strategies to diverse consumer markets and complex supply chains. Upon returning to the U.S., he held executive positions at ShopRite in the Northeast before taking on his most recent role as Chief Operating Officer for Vallarta Supermarkets in 2023.

His tenure at Vallarta, a California-based Hispanic grocery chain, is particularly relevant to his new role at Heritage. As COO, he was responsible for enterprise-wide operations, from merchandising and supply chain to marketing and human resources. He championed a “people-first, data-driven” leadership style, focusing on harmonizing operational rigor with a servant-leader approach to preserve the company's unique culture. Under his leadership, Vallarta refined its use of data for store planning and pricing while successfully maintaining margins and focusing on reducing food waste—a critical task for a retailer centered on fresh products. His extensive experience is further underscored by his executive education at Harvard Business School and Cornell University, as well as his board positions at the Western Association of Food Chains (WAFC) and the Food Industry Association (FMI).

A Mandate for Growth and Authenticity

Hinojosa is tasked with a clear and ambitious mandate: to accelerate strategic growth across HGG's 115 stores in six states while reinforcing the company’s leadership in fresh food and strengthening its deep community connections. HGG has built its reputation on a customer experience centered around freshness, authenticity, and affordability, offering localized assortments and freshly prepared ethnic foods that cater to the specific communities each store serves.

The new CEO’s operational background aligns perfectly with these goals. His experience in optimizing supply chains, reducing shrink, and using data to inform store-level decisions will be crucial in maintaining affordability and freshness. The plan is to build upon the strong foundation of HGG's distinct banners—Cardenas Markets, El Rancho Supermercado, Tony's Fresh Market, and Los Altos Ranch Market—to drive innovation and expand their reach.

“It is an honor and a privilege to join Heritage Grocers Group,” Hinojosa said in a statement. “Heritage’s commitment to serving diverse communities, honoring culture, and delivering exceptional fresh food reflects the values that have guided my career. I look forward to building on the strong foundation already in place while working alongside our talented teams to drive growth, innovation, and meaningful value for the families and communities we proudly serve.”

Navigating the Shifting Ethnic Grocery Market

Hinojosa’s appointment comes at a pivotal moment for the U.S. grocery industry. The ethnic and specialty food sector is experiencing robust growth, fueled by demographic shifts and a broader consumer appetite for authentic, global flavors. This presents a significant opportunity for a focused retailer like Heritage Grocers Group.

However, this growing interest has also intensified competition. Mainstream giants like Kroger and Walmart are aggressively expanding their international and ethnic food aisles, while regional competitors in markets like California and Texas continue to vie for the loyalty of Hispanic and other ethnic shoppers. HGG's banners face a complex landscape where they must compete not only with other specialized ethnic chains but also with the scale and convenience of national supermarkets.

This is where Hinojosa's emphasis on community-driven retail and cultural authenticity becomes a key strategic advantage. HGG’s model is not just about selling groceries; it’s about creating destinations that function as community hubs, offering a sense of belonging alongside culturally relevant products. By doubling down on this approach, Hinojosa's leadership aims to differentiate HGG from competitors who may offer similar products but cannot replicate the deep cultural connection and authentic in-store experience. His leadership is expected to refine this model, ensuring that as the company grows, it does not dilute the very authenticity that defines its brand and builds lasting customer loyalty.