On the outside, Fiesta Fresh Market looks like just another neighborhood grocery store in New Castle, Delaware. Inside the produce section, however, customers can listen to local bands perform their latest songs live and in person. These “Mercadito Sessions” have since evolved from a simple community offering into a full-fledged live music event.
While grocery stores and live music don’t typically mix, at Fiesta Fresh Market, it’s part of the family. The Aguilar Garcia family, who run the store, have music in their roots—especially co-owner José Luis Aguilar Garcia, who works in the music industry.
In the hope of helping Mexican American bands gain more exposure, José and his family offered their produce section as a space for Latin musicians to perform for customers. They were inspired by National Public Radio’s “Tiny Desk Concerts,” which feature artists performing live in a confined space.
These produce section mini-concerts, dubbed “The Mercadito Sessions,” initially puzzled customers. Over time, however, shoppers came to welcome and enjoy the live music, with some even visiting just for the performances. Then, posts on the store’s social media featuring the bands began to go viral.
“The idea is to highlight independent artists from the area,” José told CBS Philadelphia. “Because it’s getting more attention online, people are excited. They’ll ask when we’re doing the next one.”
Commenters on the store’s Instagram celebrated the market’s concert concept:
“This is so cool. Not everyone wants to go to bars and/or have to stay up late to hear live music. I love this so much.”
“Honestly this is the absolute coolest thing ever.”
“Amazing music scenes going on everywhere, love the magic being shared.”
“We need this right now in the world…Real humans doing real human things.”
“Such an innovative and creative idea! 🥹💫”
While the Mercadito Sessions showcase Mexican regional music, they are open to any genre. As the series gained attention online, many bands reached out to Fiesta Fresh Market to get booked. Several acts have come to perform and record as customers pick out fresh fruits and vegetables.
Concerts for the community, by the community
Musicians and customers alike say these concerts provide a sense of community among Latin Americans living in Delaware. They not only celebrate their culture, but also showcase it to others in New Castle.
“It gives us a platform to portray who we really are,” musician Jesús Beltran Méndez told CBS Philadelphia. “There’s a lot of misconceptions about who we are. There are bad people. There are good people. We are just human.”
Demand for the music has grown so much that the grocery store is now hosting and promoting a full-fledged concert event. What was once a place to buy groceries has become a spotlight for the community—all by offering a small space in an aisle.



























