Joan Sebastian, Graciela Beltran, El Chapo de Sinaloa and Ulises Quintero are among the acts scheduled to perform this Sunday at the first-ever Festival Cardenas at Southern California's Fontana Speedway.

The festival is sponsored by Cardenas Markets, which operates 20 Latin supermarkets and is building five more in Southern California. The grocer is partnering with Radio Lazer for promotion and booking of the show, which will also feature product samples from vendors such as Coca-Cola and Cacique dairy products. The free concert is being advertised in stores, its weekly ad circular and on billboards.

In the past, Cardenas has attracted top-flight talent such as Vicente Fernandez and Jenni Rivera to its store openings and events.

"As the Wal-Marts of the world come to town [and] the Costcos come to town...our connection to the community is important from a business sense,"
Cardenas Markets' VP of purchasing George Matics tells