AUSTIN (KXAN) — What do you get when you mix a $500 loan, a whole lot of heart, and a family full of flavor? You get Delicious Tamales, a beloved tamale business that has been serving up tradition and spice for over four decades.
Owner Valerie Gonzalez started the business in 1980 while juggling grad school and her dreams. With just $500 and some donated equipment, Gonzalez opened the first Delicious Tamales location in San Antonio.
“We were not funded to start a business, but we managed with whatever we had,” she said. “Whatever we had, we made it happen.”
Traditional flavors help make the tamales delicious
From the beginning, Gonzalez was determined to keep things authentic. “We cook our own corn, we grind it, we add our spices, we do everything in-house,” she said. “We wanted to produce a product that was going to be very authentic, that was going to hit the spot.”
Delicious Tamales not only serves the San Antonio and Austin areas, now it also ships nationwide, from Alaska to Hawaii, all across the country.
“We cook them, we cool them, we vacuum pack them, and then they freeze overnight,” Gonzalez explained. “We put them in a cooler with some ice, and then we ship them out.”
The family-owned tamale shop has sold more than 3 million tamales each year. The menu has grown to include 13 flavors, from traditional pork and chicken to sweet tamales with raisins, pecans, and coconut. There’s even an “Atomic Tamale” made with ghost peppers.
“We just started experimenting. Last week, we tried making a pumpkin spice tamale,” Gonzalez said with a laugh.
In the late ’90s, Delicious Tamales made its mark with a charming, low-budget commercial featuring talking tamales and Gonzalez’s own family members. “It was very inexpensive to make, and a low budget, and no actors were being paid,” she said. “It’s nostalgic for us, plus it’s endearing, because we do have a lot of family members that have passed away since then.”
The ad became a local favorite. “Every different place that we would go to, they would always tell us, ‘Oh, we saw your commercial. It’s a very cute commercial,’” Gonzalez said.
The future of Delicious Tamales
Now in her 70s, Gonzalez is preparing to pass the torch to her daughter, Herlinda Lopez-Wood, who grew up in the business and earned her MBA, to ensure this family-owned business and traditions live on within the community for years to come.
“She brings in all the new technology that’s required for businesses nowadays,” Gonzalez said. “She’s the younger generation.”
As Hispanic Heritage Month continues, Gonzalez reflected on the cultural impact of tamales and the flavors that bring people together.
“Tamales used to be a very Hispanic tradition, but now it’s cut across all cultures. Everybody eats tamales,” she said. “Hispanics have a very unique way of using their spices, and I think that’s why Hispanic restaurants are so popular.”
After 45 years in business, Gonzalez says the secret ingredient is love. “Make sure you can put your heart and soul into it,” she said. “You have to love what you do and just put your heart into it.”
Credit: Source link
