Pasadena's Vallarta Supermarket Comes Alive With Colors, Food and Ofrendas During Dia de Los Muertos Festivities

Published : Thursday, October 24, 2019 | 7:25 PM

Pasadena’s Vallarta Supermarket in Pasadena hosted a hands-on community event Thursday commemorating Día de Los Muertos (Day of the Dead), with an altar-making activity, a behind-the-scenes look at making “pan de muerto,” and some community influencers providing tips on how to make the most out of the celebration.

During the communal ofrenda (altar for the departed) making activity, community members who went to the event learned how to create and decorate their own ofrenda, the centerpiece of the celebration.

The event also included a demonstration on making pan de muerto, a traditional pastry eaten during Día de Los Muertos among family and friends.

Pan de Muerto is also traditionally placed on the ofrendas.

During the holiday, families create ofrendas with offerings to honor departed loved ones. Altars are decorated with bright yellow marigold flowers, pan de muerto, photos of the departed, beverages, and personal items.

Vallarta Supermarkets, as a local destination for during Día de Los Muertos holidays, supplied all of the ingredients, tools and supplies for the altar-making and the pan de muerto making, as well as the decorations for the ofrendas.

“Vallarta Supermarkets have been around since 1985 and we always felt a strong connection to the community,” Ivette Serrano, Director of Digital Marketing and Social Media for Vallarta supermarket, said. “When we first started talking about working with influencers, we wanted to do something around the holidays. Día de Los Muertos stood out because it has such a strong connection to family and to tradition.”

The store chain invited radio host Jessica Flores, Jet Plane Mommy blogger Magaly Tompkins, Abuela’s Kitchen, and Suzy’s Vista among the influencers for the Día De Los Muertos event Thursday.

Día de Los Muertos is a two-day holiday that’s actually celebrated on November 1 and 2.

Among most Christians, especially Catholics, the offerings are believed to encourage visits from the land of the dead, with the tasty treats giving loved ones sustenance after their long trek.

Serrano said the supermarket chain hopes to make the Dia de Los Muertos activity in Pasadena an annual event.

“We hope to be doing more events, especially that are authentic and that tie into the community because that’s where Vallarta really wants to be part of,” Serrano added. “It’s local, fresh and authentic in every part of the community where we are.”

Vallarta in Pasadena is one of over 50 Vallarta Supermarkets throughout California. Enrique Gonzales Jr. opened the first supermarket in Van Nuys in 1985 and soon set up branches in Los Angeles, Ventura, San Bernardino, Kern, San Diego, Santa Barbara, Tulare, Orange and Fresno counties.

The Pasadena store is located at 655 N. Fair Oaks Avenue.

To learn more about the Vallarta chain, visit

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