ESCONDIDO – When Vallarta Supermarket opened here three years ago, the recession was picking up steam. Latinos, in particular, were hit hard by the economic collapse, which pushed many out of their jobs and, in time, out their homes.

The family that owned the supermarket chain, however, saw opportunity in the city's 143,000-strong population, about half of which was Hispanic.

So they opened the doors of their first store in San Diego County following the formula they had developed since launching their original store in Van Nuys in 1985: offer groceries Latino clients might want at a price they could afford in a bright, clean environment.

This included fruits, vegetables and brands popular in their home country, a bakery that made "pan dulce" daily, a "carnicería" with familiar cuts of meat and seafood, a tortillería, and for those in a hurry for a quick taste of home, a "cocina Mexicana" offering prepared comfort food, such as tacos, birria, tamales and carnitas.

The community's response?

A 15 percent increase every year in the number of clients. Today, the supermarket serves more than 25,000 customers a week and employs 184 people.

"That's a good sign of how we have been accepted by the community," said the store's director Mauricio Castillo. "And it's a commitment to keep improving, offering the best to our customers."

The supermarket, on East Valley Parkway, is celebrating its third anniversary on Sunday with festivities that include mariachi entertainment, special offers and raffles. At least 5,000 customers are expected to join the celebration.

In April, the chain opened its second supermarket in the county, in National City. And the owners have in their sights launching another market in South County, possibly in Chula Vista or San Ysidro.

That market would be their southernmost business in a chain that currently stretches across ten California counties and employs more than 6,500 employees.