bake - September/October 2022 - pan45

PROFILES
three stores and distribution flourished as
El Rey further identified Milwaukee's need
for authentic Hispanic cuisine.
Ernesto and Heriberto have brought
together a unique blend of foods from
different parts of the world as well as
adapting to American and Wisconsin
ingenuity. For example, in making the
corn tortillas and tostadita chips, the corn
is steeped in large cooking tanks and then
ground with large stones. The recipe used
is from Mexico, but the corn used comes
from Wisconsin and Iowa. Also, Mexican
cheese recipes have also made it to the
Wisconsin cheese factories, and the many
different Mexican cheeses have never
tasted so good. Combining authentic
Hispanic recipes with the superior
resources of the United States have made
Ernesto and Heriberto feel that they have
the best of all worlds.
Eventually in 2007, the El Rey Super
Mercado moved from its original location
across the street to a brand new building
at 916 South Cesar E. Chavez Drive.
As many customers were sad to see the
original store go, the customers were given
new place to shop. El Rey Super Mercado
is covered with painted murals depicting
historic tales and culture and filled with
new equipment to continue to offer
customers the El Rey experience.
El Rey takes pride in the authentic
products they offer, but also the authentic
experience and service provided by El Rey
Employees. After the opening of El Rey
Family Market on 51st & Oklahoma in
2011, the company now employs over 400
people of which a majority is minorities.
On an annual basis, many adult groups
and schools visit El Rey to learn about the
Hispanic culture. They experience hands-on
learning and exposure to many unique
foods of the Hispanic origin, as well as a
shopping and working environment of
Hispanics home countries. Many teachers
have told us they look forward to visiting El
Rey, because we provide an opportunity for
them to learn outside of textbooks.
El Rey, Ernesto and Heriberto are
strongly rooted in the Milwaukee south
side community. The Villarreal Family feels
a sense of belonging to this community
and is committed to giving back to the
growing Hispanic Community. El Rey
enjoys supporting the annual festivities
and fundraising events of many local
organizations, schools and churches.
In Ernesto and Heriberto's business
there is a true sense of family. Their
wives, Olivia and Criselda have been
working at their side since the inception
of the business in 1978. As their children
grew and finished school, one by one,
they joined the company as well as their
spouses. Ernesto and Heriberto have
never thought of themselves as great
entrepreneurs, they only desired to build
their business to serve the people of
southeast Wisconsin. They are humbled
by El Rey's continued success and feel very
blessed by their family.
SEPTEMBER 22 | PANADERĺA
45

bake - September/October 2022

Table of Contents for the Digital Edition of bake - September/October 2022

bake - September/October 2022 - Intro
bake - September/October 2022 - 1
bake - September/October 2022 - 2
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https://digital.bakemag.com/sosland/bake/bake-march-april-2024
https://digital.bakemag.com/sosland/bake/bake-january-february-2024
https://digital.bakemag.com/sosland/bake/bake-special-report-november-2023
https://www.nxtbook.com/sosland/bake/bake-november-december-2023
https://digital.bakemag.com/sosland/bake/bake-september-october-2023
https://digital.bakemag.com/sosland/bake/bake-july-august-2023
https://digital.bakemag.com/sosland/bake/bake-special-report-july-2023
https://digital.bakemag.com/sosland/bake/bake-redbook-2023
https://digital.bakemag.com/sosland/bake/bake-special-report-may-2023
https://digital.bakemag.com/sosland/bake/bake-may-june-2023
https://digital.bakemag.com/sosland/bake/bake-march-april-2023
https://digital.bakemag.com/sosland/bake/bake-special-report-january-2023
https://digital.bakemag.com/sosland/bake/bake-january-february-2023
https://digital.bakemag.com/sosland/bake/bake-november-december-2022
https://digital.bakemag.com/sosland/bake/bake-special-report-november-2022
https://digital.bakemag.com/sosland/bake/bake-september-october-2022
https://digital.bakemag.com/sosland/bake/bake-special-report-july-2022
https://digital.bakemag.com/sosland/bake/bake-july-aug-2022
https://digital.bakemag.com/sosland/bake/bake-redbook-2022
https://digital.bakemag.com/sosland/bake/bake-special-report-may-2022
https://digital.bakemag.com/sosland/bake/bake-may-june-2022
https://digital.bakemag.com/sosland/bake/bake-march-april-2022
https://digital.bakemag.com/sosland/bake/bake-january-february-2022
https://digital.bakemag.com/sosland/bake/bake-special-report-january-2022
https://digital.bakemag.com/sosland/bake/bake-november-december-2021
https://digital.bakemag.com/sosland/bake/bake-special-report-november-2021
https://digital.bakemag.com/sosland/bake/bake-september-october-2021
https://digital.bakemag.com/sosland/bake/bake-july-august-2021
https://digital.bakemag.com/sosland/bake/bake-redbook-2021
https://digital.bakemag.com/sosland/bake/bake-july-2021
https://digital.bakemag.com/sosland/bake/bake-may-june-2021
https://digital.bakemag.com/sosland/bake/bake-special-report-may-june-2021
https://digital.bakemag.com/sosland/bake/bake-march-april-2021
https://digital.bakemag.com/sosland/bake/bake-january-february-2021
https://digital.bakemag.com/sosland/bake/2021_01_01
https://digital.bakemag.com/sosland/bake/2020_12_01
https://digital.bakemag.com/sosland/bake/2020_11_01
https://digital.bakemag.com/sosland/bake/2020_09_01
https://digital.bakemag.com/sosland/bake/2020_08_01
https://digital.bakemag.com/sosland/bake/2020_07_02
https://digital.bakemag.com/sosland/bake/2020_07_01
https://digital.bakemag.com/sosland/bake/2020_06_01
https://digital.bakemag.com/sosland/bake/2020_05_01
https://digital.bakemag.com/sosland/bake/2020_04_01
https://digital.bakemag.com/sosland/bake/2020_02_01
https://digital.bakemag.com/sosland/bake/2020_01_01
https://digital.bakemag.com/sosland/bake/2019_12_01
https://digital.bakemag.com/sosland/bake/2019_11_01
https://digital.bakemag.com/sosland/bake/2019_10_01
https://digital.bakemag.com/sosland/bake/2019_09_01
https://digital.bakemag.com/sosland/bake/2019_08_01
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https://digital.bakemag.com/sosland/bake/2019_04_01
http://digital.bakemag.com/sosland/bake/2018_07_02
https://digital.bakemag.com/sosland/bake/2019_03_01
https://digital.bakemag.com/sosland/bake/2019_02_01
https://digital.bakemag.com/sosland/bake/2019_01_01
http://digital.bakemag.com/sosland/bake/2018_12_01
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http://digital.bakemag.com/sosland/bake/2017_09_01
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http://digital.bakemag.com/sosland/bake/2017_06_01
http://digital.bakemag.com/sosland/bake/2017_05_01
http://digital.bakemag.com/sosland/bake/2017_04_01
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http://digital.bakemag.com/sosland/bake/2017_02_01
http://digital.bakemag.com/sosland/bake/2017_01_01
http://digital.bakemag.com/sosland/bake/2016_12_01
http://digital.bakemag.com/sosland/bake/2016_11_01
http://digital.bakemag.com/sosland/bake/2016_10_01
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