Get SF Weekly Newsletters

Wednesday, May 5, 2010

La Victoria Baking Up New Food Scene for the Mission

Posted By on Wed, May 5, 2010 at 6:03 PM

click to enlarge La Victoria's Jaime Maldonado. - MISSION LOC@L
  • Mission Loc@l
  • La Victoria's Jaime Maldonado.
Our favorite morsel from the blogs.

Tasty new business model on 24th: Mission Loc@l's Martha Vallejo dips into La Victoria, the 24th Street panaderia that's diversified to become a Mission food hub. Jaime Maldonado turned the place from a source of conchas and capirotada ― a business that was fading, after the District's boom-and-bust flare-ups and meltdowns ― into a locus of micro-entrepreneurship. Vallejo:

To survive, Jaime Maldonado started renting out his kitchen and holding community events including the hipster street cart scene that joins his Saturday afternoon Sweet Corazón de la Mission (Sweet Heart of the Mission). Food cart vendors gather at La Victoria offering dishes like Argentinean empanadas, Oaxacan mole, sushi, gumbo, vegan dishes, African American style barbecue, Jewish and Jamaican food, and sometimes innovative creations like duck confit chilaquiles with a quail egg.
Soul Cocina, El Porteno ¡Venga! Empanadas, Ninja Pie Cart, and Maldonado's latest tenant, William Pilz's mobile Filipino food business Hapa SF, are steeping La Victoria in entirely new flavors.

Vallejo's piece isn't without an explicit warning about the fragile nature of a place that, even as it hums with energy like a street light, isn't exactly invincible. She finishes with a warning wrapped up in a quote:

"If you want these places to exist you have to make a conscious effort to go there," said Maldonado. Small businesses, he said, need the community support to stay afloat.

Follow us on Twitter: @SFoodie

  • Pin It

Tags: , , ,


Subscribe to this thread:

Add a comment

Popular Stories

  1. Most Popular Stories
  2. Stories You Missed
  1. Most Popular

Like us on Facebook


  • clipping at Brava Theater Sept. 11
    Sub Pop recording artists 'clipping.' brought their brand of noise-driven experimental hip hop to the closing night of 2016's San Francisco Electronic Music Fest this past Sunday. The packed Brava Theater hosted an initially seated crowd that ended the night jumping and dancing against the front of the stage. The trio performed a set focused on their recently released Sci-Fi Horror concept album, 'Splendor & Misery', then delved into their dancier and more aggressive back catalogue, and recent single 'Wriggle'. Opening performances included local experimental electronic duo 'Tujurikkuja' and computer music artist 'Madalyn Merkey.'"