Mario Ledezma, owner of the restaurant Santa Maria Mi Gusto Es, knows well that we yearn for the tastes and smells of childhood, or happy times that may have been left behind.
He knows the importance of flavor because as an immigrant he remembers it. The smell of grilled meat or seafood prepared with herbs and spices, the mere sight of colorful vegetables is enough to melt mouths and hearts.
That’s why Ledezma sells a lot of food. Through his business, he says, he feeds nearly 10,000 people a month, 80 percent of whom are Latinos. Her cuisine is a feast for the eyes and the palate, especially Latin cuisine, because it has the “grandmother’s flavor”.
Ledezma, 36, is originally from Jalisco but grew up in Moyahua, Zacatecas, Mexico. He arrived in the United States aged 14 on a tourist visa – the same way his father and brother arrived the year before.
A traditional Mexican dish brings back the flavors and smells of childhood.
Marcela Toledo, Contributor
He started working at the Sumesa supermarket chain and his aunt sold the restaurant to him in 2005 for $60,000. Now he would sell it for $500,000.
Ledezma operates eight small food trucks in the growing and harvesting areas of businesses such as Mesa Harvest, Reiter Berry Farms, CJJ Farming, and other businesses such as Glad A Way Gardens. It’s two bigger at Betteravia and Blossom on Friday, Saturday and Sunday. The top sellers are ribs, tri-tip and chicken, he said. Before, his strong point was food trucks. Now it’s molcajetes and barbecues.
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“We like it. We eat for the molcajetes. They introduce me to the molcajetes,” said boss Steve Barter, 49, pointing to a couple at the same table in the restaurant, located at 508 W. Main St.
“I order my plate and share the molcajete. We come back because we like the dishes, it’s like home, intimate, authentic. Like it was made by grandma,” said Elizabeth Martinez, 40, who shared her table.
“In the field, we serve between 3,000 and 5,000 people daily. We bring lunch and offer service. Some just buy a soda, a burrito, a taco, chips or a piece of sweet bread,” he said, explaining that a group of cauliflower pickers can include 25 workers; celery, 40 and coriander 30.
“We are committed to serving them food. Almost all year round, we offer field service; some crops are seasonal, such as strawberries or blackberries. But celery, broccoli and cauliflower are all year round. We try to be constant in the service, in the work and take care of the customers so as not to lose them.
At the start of the pandemic, Ledezma was not taking orders over the internet, but the pandemic has dragged on, affecting her company’s sales. He received a state grant of $15,500 and another from Santa Barbara County of $5,500. There are between 20 and 28 temporary employees who are paid overtime and 20 full-time. In July 2020, he received the City of Santa Maria Excellence Award from the Utility Recycling Program.
“In Santa María, business has changed a lot. It’s very different from what it was 10 years ago. Now novelty is what sells. A lot of people haven’t evolved. Customers aren’t the same as before, they want to see you surprise them with something, because in almost every Mexican restaurant we all sell enchiladas, tacos, burros, tortas,” Ledezma said.” We have to try to differentiate ourselves from another restaurant. . This is what worked for me. You need to be open to ideas that you can implement in your business. Sometimes it’s good to step out of your comfort zone and evolve, to create something new for your restaurant,” he said.
Mi Gusto Es’ traditional Mexican dishes in Santa Maria keep customers coming back.
