Fiesta Farms Focused on the Customer

Toronto retailer boasts an abundant produce section overflowing with perfectly curated and high-quality produce.

Fiesta Farms has served its Toronto, Ontario, community since 1989. The store was founded by the late Joe Virgona, born from his lifelong passion for the grocery industry, which began when he worked as a stock boy in his teens, says Carmen Papia, produce manager and buyer for Fiesta Farms.

“Today, his children, Tracey and Dino, proudly carry on his legacy, continuing to provide fresh, unique, high-quality products and a welcoming shopping experience.”

The 30,000 square foot store serves a diverse demographic, “from singles to couples to families and from every ethnic background,” says Papia. “Our customers are very loyal. Many are from the surrounding community, but others are from outside the Toronto area.”

Fiesta’s produce department prizes what is brought into the store, how it is displayed and how the staff serves shoppers. “Whatever our magic formula is, it keeps our customers coming back,” says Papia. “Whether it’s our commitment to quality, community, or simply the love we put into everything we do, we’re grateful to be a trusted destination for shoppers.”

CUSTOMER-CENTRIC

The store’s success is rooted in its focus on the customer. “We’re a family-run business in a progressive, multicultural city center and we partner with producers to stock what people are interested in buying,” says Papia. “People are buying products produced and or created in Ontario, but also products that are unique reminders of where they came from. They’re buying organic. And they’re buying more eco-friendly.”

The store’s produce selection is vast, featuring everything from everyday staples to rare and unique finds. It offers conventional and organic options, ensuring a diverse range for every customer, says Papia. “Our commitment to variety means sourcing products that many stores simply don’t carry, such as lychee, soursop, cardone (also known as cardoon), and puntarelle. Whenever it’s in season and available, we strive to provide something for everyone.”

Papia says the store’s goal is to ensure every customer leaves happy and confident. “We want them to know they can rely on us for all their produce needs. We aim to introduce them to a wider variety of fruits and vegetables, expanding their choices and enriching their experience.”

COMMITMENT TO QUALITY

The store’s 4,500 square foot produce department is a cornerstone of its success. “We take pride in offering fresh, high-quality fruits and vegetables with a strong focus on seasonal and locally sourced options,” says Papia. “Our commitment to freshness and variety keeps customers coming back, fostering a loyal community that values quality and sustainability.”

Produce is the draw of the store, he explains. “By maintaining well-stocked and carefully curated displays, we enhance the shopping experience and reinforce our reputation as a trusted destination for produce lovers.”

The store strategy is simple: Focus on quality and freshness. “We don’t use a lot of gimmicks,” says Papia. “We let the product speak for itself. Our entire operation, from purchase to final sale, is about quality and freshness. Every arrangement is carefully maintained to ensure the freshest selection with a focus on fresh, fresh, fresh.”

PRODUCE FRONT AND CENTER

Entering the front door, shoppers are greeted with an impactful produce section running up the center of the entire store. “Our produce department is located in the center of the store, making it the focal point customers see when they walk in and creating a welcoming and vibrant shopping experience,” says Papia.

The department is flanked on the left side by a 60-foot wet wall and an 8-foot refrigerated salad case. Staking claim down the center of the section are nine immense, 19-by-6-foot island displays, two refrigerated and seven dry, showcasing major categories of product from berries to tomatoes to potatoes. Each copious display is organized, bright and inviting with informative, attractive signage.

The front of the section, closest to the door, is reserved for highlighting seasonal, local and new products. In June, displays of Ontario Grown products, including strawberries, rhubarb, mushrooms and eggplant, greeted shoppers.

“During prime local season, we merchandise an abundance of local product in baskets in the front of the store, turning it into a veritable farmers market of local,” says Papia.

While the overall layout of the department remains consistent, the placement of products shifts with the seasons. “This continuous rotation creates the impression of a changing layout, keeping the shopping experience fresh and dynamic,” says Papia.

SETTING A HIGH BAR

Papia takes pride in what he does for Fiesta Farms as evidenced by his 30-year career with the store. He is hands-on when sourcing, and places great emphasis on procuring the best value for customers. “Our goal is to give shoppers the lowest price possible on the best quality products.”

The benchmarks for Papia’s sourcing are quality and freshness over anything else. He shops in-person at the Ontario Food Terminal wholesalers five days a week in addition to procuring from other sources. Principal sources vary depending on time of year, however, the store aims for as many local growers as possible, including organics, he says. “The majority of the time our sources are 50% wholesalers, 50% local growers.”

Partnering with a diverse range of wholesalers and farmers allows the store to offer a broad selection of produce, while ensuring reliability, he explains.

Papia also credits the importance of having a good team to the store’s success. The store has 23 produce employees, both full time and part time, with six to 10 on the floor at any given time. “Customers will always see someone on the floor to be able to ask questions of and provide feedback. Customer interaction is very important to us.”

inside the store

Fiesta Farms
200 Christie St., Toronto, Ontario
Tel: 416-537-1235
Web: fiestafarms.ca
Hours: Monday-Saturday: 8 a.m. to 8 p.m.; Sunday: 9 a.m. to 7 p.m.