{"id":66847,"date":"2025-06-27T14:38:23","date_gmt":"2025-06-27T21:38:23","guid":{"rendered":"https:\/\/eltecolote.org\/content\/?p=66847"},"modified":"2025-06-28T09:56:10","modified_gmt":"2025-06-28T16:56:10","slug":"sf-mission-street-vendor-whats-up-coco","status":"publish","type":"post","link":"https:\/\/eltecolote.org\/content\/en\/sf-mission-street-vendor-whats-up-coco\/","title":{"rendered":"He sold coconuts in the Mission for two decades. Now, he finally has his own shop"},"content":{"rendered":"\n
Street vending is not for the weak.<\/p>\n\n\n\n
One of the Mission District\u2019s most recognizable fruit vendors, gray-haired \u00d3scar Olgu\u00edn, 56, used to rise at 4 a.m. to hit the wholesale market by 5. By noon, he was chopping, hauling and setting up his colorful fruit stand at the corner of Mission and 22nd streets.<\/p>\n\n\n\n
After hours of selling, chatting and whacking open coconuts with a single, swift machetazo, he\u2019d pack up once he\u2019d made at least $400, just enough to cover taxes and household expenses.<\/p>\n\n\n\n
His four children, now mostly grown, have good careers: one\u2019s a firefighter, another a social worker. They still live at home. There\u2019s still a future to save for.<\/p>\n\n\n\n
Olgu\u00edn used to run a small shop inside the Mission Market Mall, a place called Lucero Produce. But when the market burned down in 2015, he took to the sidewalk to stay close to his customers, even if that meant operating without a permit.<\/p>\n\n\n\n
\u201cIt\u2019s impossible to get one,\u201d he said. \u201cWhenever the City wants, they can take you off the street.\u201d<\/p>\n\n\n\n
He wasn\u2019t wrong. After ignoring repeated warnings not to use his custom-built cart, Olgu\u00edn says the City confiscated it. The cart was worth $2,800. He chose not to fight it, afraid of putting a target on his back.<\/p>\n\n\n\nOscar Olgu\u00edn, 56, stocks bags of chips outside his van on Mission Street in San Francisco, Calif., on March 19, 2025. A veteran food vendor, Olgu\u00edn recently secured a storefront across the street. He has sold fruit, chips, and coconut for over two decades, building a loyal customer base.\nPhoto: Pablo Unzueta for El Tecolote\/CatchLight Local<\/figcaption><\/figure>\n\n\n\n
Today, enforcement focuses on street sales of stolen goods and vendor extortion around the 16th and 24th Street BART plazas. Technically, permits for packaged food sales aren\u2019t being enforced, but many vendors say they still feel the heat.<\/p>\n\n\n\n
So this year, after 21 years on the sidewalk, Olgu\u00edn made a change.<\/p>\n\n\n\n
In May, he opened his first storefront: What\u2019s Up, Coco, a compact 275-square-foot space located directly across the street from his usual corner, at 2669 Mission Street. He didn\u2019t want to lose his regulars.<\/p>\n\n\n
\nOscar Olgu\u00edn, 56, cuts open a coconut for a customer from inside his van in San Francisco, Calif., on March 19, 2025. After more than 20 years selling fruit, chips, and coconut on the street, Olgu\u00edn was able to open a storefront across the street. Photo: Pablo Unzueta for El Tecolote\/CatchLight Local<\/figcaption><\/figure>\n<\/div>\n\n\n
The shop sits inside the historic Grand Theatre building, once home to Bernie Bee\u2019s, an Italian ice stand that briefly opened between late 2021 and early 2022. Since then, the space, like so many along Mission Street, had sat empty, as property owners refused to lower the rent. This one has gone up by $300 in the last six years.<\/p>\n\n\n\n
Olgu\u00edn and his wife saved for years to open the shop. They invested $20,000 into refrigeration, supplies, and setup. Now, they pay $2,800 a month in rent, which Olgu\u00edn hopes to cover with just a few days of steady sales.<\/p>\n\n\n\nOscar Olgu\u00edn, 56, stands outside his food station on Mission Street in San Francisco, Calif., on March 19, 2025. Known for selling fresh coconut, fruit, and chips for more than two decades, Olgu\u00edn recently transitioned from street vending to a storefront just across the street. Photo: Pablo Unzueta for El Tecolote\/CatchLight Local<\/figcaption><\/figure>\n\n\n\n
He\u2019s promised not to raise prices: $7 for sliced coconut, $5 for tall fruit cups, $15 for 9\u201310 peeled mangoes. Sandwiches are coming soon.<\/p>\n\n\n\n
Despite four decades in the U.S., Olgu\u00edn still wears his Sinaloan roots on his sleeve: cowboy shirts, denim jeans and all. He and his girlfriend, now his wife, arrived in San Francisco at 18. Together, they built a life here, raised four kids, and weathered every storm.<\/p>\n\n\n\n
He still hasn\u2019t returned to Pueblos Unidos, his hometown, but he calls it \u201cthe capital of the world\u201d like it\u2019s never left him.<\/p>\n\n\n\n
Through it all \u2014 the lost cart, the long days, the high rent \u2014 Olgu\u00edn remains, as ever, an optimist.<\/p>\n\n\n\n
\u201cEl sol brilla para todos,\u201d he says with a smile.<\/p>\n\n\n\n
The sun shines for everyone.<\/p>\n\n\n\nOscar Olgu\u00edn, 56, a longtime food vendor, serves customers outside his new storefront on Mission Street in San Francisco, Calif., on May 30, 2025. He obtained permits to reopen after his original storefront was destroyed in a fire known as La Muerte de la Misi\u00f3n. Photo: Pablo Unzueta for El Tecolote\/CatchLight Local <\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"
After two decades selling coconuts on the sidewalk, Oscar Olgu\u00edn finally opens the door to his own shop in San Francisco.<\/p>\n","protected":false},"author":88922,"featured_media":66860,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"newspack_popups_has_disabled_popups":false,"newspack_featured_image_position":"above","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"footnotes":""},"categories":[25226],"tags":[],"coauthors":[25332],"class_list":["post-66847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community","entry"],"yoast_head":"\n
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