V-Market, the first virtual vegan supermarket in Puerto Rico, has opened a physical store in the municipality of Aguadilla, the first vegan supermarket on this Caribbean island. Founded by Christian Santarrosa and Jodelis Nieves, who have been vegan for six years, this supermarket sells 2,000 vegan-friendly products.

In 2020, in the midst of the COVID-19 pandemic, the couple decided to launch this project virtually, in which they offered delivery service to the entire island of products without any animal ingredients. V-Market sells fruits, vegetables, breads, rice, flours, grains, tofu, vegetable milks, snacks, sweets, vegan meats, ice cream from the vegan line Ben & Jerry, vegan wines, and vegan beers. They also offer a variety of organic and gluten-free products for those looking for a healthier lifestyle.

Santarrosa told El Nuevo Dia, “The Puerto Rican consumer likes to look at the products before buying. Customers asked us if we had a supermarket where they could go shopping and see the variety of items… Most of our products are not available in stores. We have specialized in bringing products that are not available in a traditional supermarket.” 

Nieves said, “We are very excited in this new stage of incorporating our first physical store in Aguadilla. What began virtually in the middle of the pandemic, and after many years of planning, sacrifice, and effort, today we can see the fruits that will especially benefit customers who prefer to make their purchases in person.” 

The supermarket is on road #2 Km 120.4, next to the hardware store La Nueva Puerta in Aguadilla. V-Market continues to offer delivery service throughout the island through the digital platform (www.vmarketpr.com), to those who purchase products of at least $40 in value in total.

“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.