Acosta expands reach in urban c-store channel

JACKSONVILLE, Fla. — Acosta is using a direct-to-store van program to help brands reach independent convenience stores and bodegas in urban markets, a highly fragmented retail channel where traditional distribution can be difficult.

The company said its urban van program now reaches 24,000 independent c-stores and bodegas across 12 of the nation’s largest urban markets. The program is designed to introduce new products, build distribution and help retailers identify merchandise suited to their local shoppers.

“When we go to urban, we focus on true urban,” said Hobie Walker, SVP Small Format at Acosta. “Shoppers in these areas may not have the option of driving to traditional grocery or big box stores, or may choose not to use them, so we try to fill that need.”

Research cited by Acosta underscores the importance of neighborhood stores in these markets. SurgePays found that 94% of shoppers in underserved urban communities consider their local stores important, while 59% visit an independent retailer between one and six times a week.

Acosta Group’s 2025 Convenience Store Shopper Study found that 77% of shoppers in markets served by the van program make planned trips to their local c-store for needed items. Another 64% make unplanned trips and purchase impulse items.

Acosta’s bilingual sales associates work directly with store owners and clerks to introduce products, discuss consumer trends and evaluate product assortments.

“Consumers are loyal to neighborhood stores,” Walker said. “So it’s our job to develop close relationships with owners, earning their trust by bringing in best-selling items that will drive sales and create a win for shoppers, retailers, and brands alike.”

The vans carry established high-performing SKUs as well as new products. According to Acosta, innovation items introduced through the program often achieve an 80% distribution rate within eight weeks. Representatives also help retailers determine shelf placement, install point-of-sale materials and immediately replenish available products.

Major brands, including P&G, Coca-Cola, Campbell’s Snacks, and Quest, use dedicated vans that carry approximately 50 to 60 products. Acosta has also expanded the model to emerging brands through a consortium program that allows up to four manufacturers to share a small fleet of vans and offer up to a dozen products each.

Initial participants in the consortium have included Gummy Rush, Monarca Authentic Snacks and Zynga.

Acosta said the model gives manufacturers a way to reach independent stores at scale while providing neighborhood retailers with access to products, merchandising support and information about broader consumer trends.