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De Diego Avenue SuperMax beefing up deli

The store's deli counter now features Boar's Head products.

Just months after the Boar’s Head brand debuted in its Plaza Guaynabo store, the SuperMax supermarket chain announced that its deli department at the De Diego Avenue store, will also offer the line of premium cheeses and cold cuts. The Condado store will feature more than 300 Boar’s Head products.

“Incorporating Boar’s Head as part of our offer reflects our commitment to providing our customers the widest range of products with the quality and freshness they demand and deserve,” said Daniel Rigau, SuperMax’s marketing manager.

The deli revamp is the latest in a string of improvements SuperMax has been making to the store it picked up from Pueblo several years ago. It recently invested $200,000 to remodel several areas, including the sushi bar, the cafeteria and the deli, Rigau said.

The alliance with Boar’s Head is part of an ambitious growth and expansion strategy the chain has been implementing over the past two years, when it has grown from nine to 15 stores.

Author Details
Author Details
Business reporter with 29 years of experience writing for weekly and daily newspapers, as well as trade publications in Puerto Rico. My list of former employers includes Caribbean Business, The San Juan Star, and the Puerto Rico Daily Sun, among others. My areas of expertise include telecommunications, technology, retail, agriculture, tourism, banking and most other segments of Puerto Rico’s economy.

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