{"id":40526,"date":"2019-05-09T17:41:27","date_gmt":"2019-05-10T00:41:27","guid":{"rendered":"http:\/\/eltecolote.org\/content\/?p=40526"},"modified":"2019-05-09T17:41:35","modified_gmt":"2019-05-10T00:41:35","slug":"sweet-victoria-beloved-panaderia-reopens-at-new-location-a-year-after-being-evicted","status":"publish","type":"post","link":"https:\/\/eltecolote.org\/content\/en\/sweet-victoria-beloved-panaderia-reopens-at-new-location-a-year-after-being-evicted\/","title":{"rendered":"Sweet Victoria! Beloved panaderia reopens at new location a year after being evicted"},"content":{"rendered":"
\"\"<\/a>
La Victoria\u2019s new owner, Laura Hernandez, poses for a portrait in front of an unfinished mural inside the bakery\u2019s new location at 24th and Capp streets, May 3, 2019. Photo: Mabel Jim\u00e9nez<\/figcaption><\/figure>\n

<\/b>When La Victoria\u2014the iconic Mission District panaderia which had operated at 24th and Alabama streets for 67 years\u2014prepared to shut its doors for the last time on Oct. 9, 2018, Laura Hernandez couldn\u2019t help but feel sad.<\/p>\n

\u201cWe spent so many years there,\u201d said Hernandez, who had worked at the panaderia for 12 years and had handled the the day-to-day operations with her business partner, Daniel Gabriner, since January 2018.<\/p>\n

\u201cThat\u2019s where I met my husband when I was just a barista,\u201d Hernandez remembers.<\/p>\n

But in recent years, their situation tenants had become unstable and La Victoria\u2019s future had become uncertain.<\/p>\n

\u201cWe knew that we would be kicked out [from the 24th and Alabama street location] about a year in advance,\u201d Hernandez said. \u201cBut I already had a project in mind.\u201d<\/p>\n

That project involved continuing to support her family\u2014her husband Manuel and her two daughters, ages 15 and four\u2014and reopening the panaderia. Somehow. And after a few months in hiatus, now Hernandez\u2019s vision of reopening the panaderia is nearly complete. Though she hasn\u2019t set an official date, Hernandez plans to open her new venture, La Victoria SF, at a newly secured location at 3249 24th Street (at the corner of 24th and Capp streets, adjacent to the Calle 24 office) and she is planning to bring back the same employees who worked with her at the Alabama Street location. \u201cWe\u2019re the same Victoria,\u201d Hernandez said. \u201cWe\u2019re all here. No one left. We have the same cashiers, the same bakers. Even though they have less hours, they\u2019re still here with me.\u201d<\/p>\n

\"\"<\/a>
Manuel Hernandez makes repairs as La Victoria panaderia prepares to reopen at its new location on 24th Street, May 3, 2019. Photo: Mabel Jim\u00e9nez<\/figcaption><\/figure>\n

But while Hernandez and her husband\u2014who can be found doing various repairs to the new location\u2014and her two daughters ready the storefront for business, they continue to sell and produce pan dulce. In truth, even after the closing of La Victoria\u2019s 24th and Alabama location, the family operation never stopped.<\/p>\n

\u201cOnce we left the Alabama location for good, we already had a space to continue with the bakery,\u201d said Hernandez, referring to her business partner Gabriner\u2019s Sour Flour bakery, located in the Bayview. \u201cBut we didn\u2019t really reveal what we were thinking, because we truly didn\u2019t know if it was going to work out.\u201d<\/p>\n

The plan of reopening started to come together when one of Hernandez\u2019s cashiers told her of a vacant storefront at the corner of\u00a0 <\/span>24th and Capp streets. She was hesitant because of what it would cost to transform the former corner store into a panaderia, but she and Gabriner decided to take a chance. They called the broker who said the rent would be $4,800 a month. But after they contacted the owner directly, explaining who they were, they were able to sign the lease for $3,000 a month. \u00a0 \u00a0<\/span><\/p>\n

\u201cThis has united our family even more,\u201d said Hernandez. \u201cAs a mother, I feel proud that I\u2019ve set a good example for my daughters: that you can accomplish anything you work hard for.\u201d<\/p>\n

With the help of just 10 employees (herself included) she bakes 3,000-4,000 pan dulce\u2019s daily. Six days a week, Hernandez rises at 4 a.m. An hour later, she loads her van with bread\u2014which is baked at Sour Flour bakery\u2014and begins making her rounds to the 15 different vendors they sell to.<\/p>\n

\u201cI think that was my motivation,\u201d Hernandez said. \u201cWe distributed to those stores for so many years, to lose them\u2026 I had to do something.\u201d<\/p>\n

\"\"<\/a>
Laura Hernandez, owner of La Victoria bakery, gives a concha to her daughter Ines (wearing red) and a friend at the bakery\u2019s new location on the corner of 24th and Capp streets, May 3, 2019. Photo: Mabel Jim\u00e9nez<\/figcaption><\/figure>\n

On certain days, she is joined by her four-year-old daughter, who helps divide the bread for distribution before she goes to school. Hernandez finishes the route around noon. Her last stop is at 24th and Mission, where she has a street vending operation right beside the BART station. They sell there from 3 p.m. to 6 p.m.<\/p>\n

\u201cThat\u2019s how we\u2019re surviving, paying our rent, while we get stabilized at this location,\u201d she said.<\/p>\n

After the day is done, she returns to the Sour Flour Bakery to clean and ready the equipment for the next day\u2019s load. By 9 p.m. Hernandez is home.<\/p>\n

But selling on the street is something Hernandez never intended to do. One day after the Alabama location had closed, Hernandez had baked an excess of bread.<\/p>\n

\"\"<\/a>
Mexican pan dulce is already being sold at La Victoria’s new location at the corner of 24th and Capp streets, May 3, 2019. The bread is made at a bakery in the Bayview, with the new location at La Victoria functioning as a storefront to sell bread, coffee, bagels and other snacks. Photo: Mabel Jim\u00e9nez<\/figcaption><\/figure>\n

\u201cIt was crazy how it worked out,\u201d she said. \u201cOne day we baked too much bread. I never intended to sell on the street. I thought, what am i going to do with all this bread. I have to do something.\u201d<\/p>\n

She thought of selling outside of the previous location on Alabama street, but decided against it after she saw the new building owner. She then made her way to 24th and Mission. The 500 baked goods she had brought with her were sold out within two hours.<\/p>\n

Her daughters have taken an interest in too. Hernandez\u2019s four year old has started to bake cookies and make the toppings for the conchas, and her older daughter has expressed interest in learning and teaching classes on making conchas.<\/p>\n

\u201cI\u2019m a mom [and] a business owner. Sometimes I can\u2019t believe it,\u201d Hernandez said. \u201cI never imagined I\u2019d do so much \u2026 Many people, such as my coworkers, tell me, \u2018You\u2019re a hardworking woman, a fighter, I admire you.\u2019 And I tell them that I admire them.\u201d <\/b><\/p>\n","protected":false},"excerpt":{"rendered":"

When La Victoria\u2014the iconic Mission District panaderia which had operated at 24th and Alabama streets for 67 years\u2014prepared to shut its doors for the last time on Oct. 9, 2018, Laura Hernandez couldn\u2019t help but feel sad. \u201cWe spent so many years there,\u201d said Hernandez, who had worked at the panaderia for 12 years and […]<\/p>\n","protected":false},"author":35,"featured_media":40530,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"newspack_popups_has_disabled_popups":false,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"footnotes":""},"categories":[3929],"tags":[17818,17816],"coauthors":[],"class_list":["post-40526","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en","tag-la-victoria-sf","tag-laura-hernandez","entry"],"yoast_head":"\nSweet Victoria! 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