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SALT LAKE CITY — In Spanish, the word viva means to live, while ¡Viva! means to celebrate. It is in that spirit that Joe Reyna is attempting to reach out to what he believes is an underserved population of the Salt Lake area community.
Reyna is launching a new grocery store chain targeting ethnic clientele, particularly the Latino consumer. First opened in Ogden, ¡Viva! Market is a "superstore"-type operation that offers numerous shopping choices in addition to traditional food and grocery fair.
Reyna is the founder, president and chief executive officer of the Utah-based retail chain.
The demographics are just overwhelming. This is the largest Hispanic and multicultural neighborhood in the state.
–Joe Reyna
The newest location opened for business in what use to be an Albertsons at North Temple and 900 West in Rose Park. While the store opened for business March 3, the official grand opening will occur on March 12.
¡Viva! Market will offer items for Hispanic, Asian, Polynesian, African-American consumers and traditional groceries and sundries.
"Our main focus is Hispanic, but we also try to have a good volume of products for other ethnicities," Reyna said.
Born in Texas, Reyna was raised in Mexico and has developed vast business experience in Utah — mostly in banking and venture capital — over the past decade. He said the decision to open the market came after months of analysis and thought.
"The demographics are just overwhelming," he said. "This is the largest Hispanic and multicultural neighborhood in the state."
Reyna said he hopes to tap into the growing diversity the city, state and region is experiencing. His goal is to use his concept to develop Hispanic retail stores in several states throughout the West.
In addition to groceries, ¡Viva! Markets will offer a restaurant, occasional live music, an entertainment area for kids and booths for independent small businesses to sell wares like custom jewelry, as well as offer consumer services like tax preparation. He said the objective will be to offer families a complete shopping and entertainment experience.
Reyna said he has already purchased two other locations in West Valley and Midvale. Thus far, the company has invested "not less than $2.5 million" to obtain the four stores.
He said the long-term goal is to open 40 stores over the next 10 years in several states, including Utah, Idaho, Oregon and Washington state.
"Every entrepreneur is a dreamer," Reyna said. "We take risks and hope they work and do the best we can to make it work."
E-mail: jlee@desnews.com
