Chedraui has opened 2026 with a strong price-led push on fresh produce, using its Martimíércoles Tuesday–Wednesday promotion to drive early-year traffic across its supermarket network in Mexico.
The promotion, running on January 6 and 7, places fruits and vegetables at the centre of the retailer’s first major pricing event of the year. Early listings published on Chedraui’s online platform show widespread discounts across core produce categories, with further prices expected to be released as the promotion fully rolls out.
Fresh produce appears to be the main volume driver in the opening phase of the campaign. Staple items such as tomatoes, bananas, avocados, onions, citrus fruits, apples, and seasonal vegetables are included in the initial offers, reinforcing the role of produce as a traffic anchor during the post-holiday period.
Chedraui has indicated that the Martimíércoles promotion will ultimately cover close to 1,000 products across categories, although not all prices were visible at the time of the first release. The retailer confirmed that additional items and price points would be added as systems update, a standard feature of the Martimíércoles mechanic.
The scale and timing of the promotion highlight how fresh produce continues to play a central role in supermarket pricing strategies in Mexico. Early January promotions are closely watched across the supply chain, as they often set expectations for pricing pressure, promotional depth, and supplier negotiations in the months that follow.
For growers, wholesalers, and distributors, large-scale produce discounts at the start of the year can signal tighter margins and higher volume requirements, particularly in high-turn categories such as tomatoes, avocados, citrus, and bananas. Retailers rely on these categories not only for price perception but also to drive repeat visits and basket-building.
Chedraui’s decision to lead its first major 2026 promotion with fresh produce reflects ongoing competition among Mexican supermarket groups to secure footfall in an environment where shoppers remain highly price-sensitive. Produce-led promotions continue to be one of the most effective tools for maintaining traffic, even as retailers manage cost pressures across labour, logistics, and sourcing.
The Martimíércoles format remains one of the most established weekly promotional mechanics in the Mexican grocery market, regularly used by Chedraui to reinforce value positioning while concentrating promotional activity into defined time windows.
As more prices are released over the course of the promotion, competitors and suppliers will be watching closely to assess how aggressive early-year produce pricing shapes market dynamics for the first quarter of 2026.
