bake - September/October 2020 - 100

PROFILES

F

or many years, Lupe Flores, owner
of El Jalisco Bakery in Reno, worked
diligently to perfect his craft. A
decade ago, the longtime baker achieved his
dream to open his own store. The result is
a magnificent bakery that local consumers
rave about as one of the city's hidden gems.
Empanadas and cortadillos are signature
bakery products offered at El Jalisco Bakery,
which was founded in 2010. Cortadillos
are a moist and fluffy yellow sheet cake that
melts in your mouth. It is topped with a
hot pink icing and rainbow nonpareils.
In a sea of golden bolillos and cuernitos,
along with multiple colors of conchas, the
hot pink slices of cortadillos always stand
out. Customers rave about the bakery's

authentic Hispanic food. "The tamales
are homemade and taste so good," one
customer shares. "The quesadillas are pretty
big, along with the delicious papusas."
Business has changed a lot, particularly
in recent years, Flores explains, because
there were not as many businesses a decade
ago. Now there are a lot of other Hispanic
bakeries across the city of Reno.
"The competition is our biggest
challenge. We strive to be better than the
best," he says proudly.
As the owner, Flores explains that he does
"a little bit of everything." His favorite part
of the job every day is interacting with all the
people who come into enjoy one of the fresh
breads and pastries offered at El Jalisco.

"My strength is baking and cooking," the
owner says. "I try to always be the best."
Previously, Flores and the store's other
bakers worked a lot of years at different
companies and learned from each one.
Flores says the favorite ingredients he loves
to work with include the chocolates and all
the wonderful flours, supplied every day by
BakeMark. The bakery strives to innovate by
always being better than the rest.
"We look at the competition and strive
to offer better products and services," Flores
says, "Teamwork is important."
Opening more bakery businesses is the
ultimate goal of Flores, who recognizes the
challenge. He is confident in the future. "I
will succeed."

SEPTEMBER 20

|

PANADERĺA

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