Publisher: Grocery Dive
Published: September 30, 2026
Source: Read at Grocery Dive (https://www.grocerydive.com/news/multicultural-grocery-bilingual-signage-packaging-marketing-Save-A-Lot-Leevers-Heritage-Grocers/831691/)
Category: Food Access
Experts say grocers should treat bilingual signage and packaging as communication, not simple translation. Spanish is common in bilingual marketing, but language and cultural differences across Hispanic communities make broad messaging risky. Heritage Grocers Group adjusts its approach by banner, store location, and customer base, while Leevers Supermarkets relies on grassroots marketing and people who speak the language in daily life. Bilingual messaging works best when it matches the store's product assortment, meal offerings, staff, and wider customer experience.
Why this matters: Independent grocers can use bilingual marketing more effectively by tailoring messages to the communities around each store and checking them with fluent speakers. Signs alone will not make a store feel relevant if the broader assortment and shopping experience do not support the message.
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