Sweet Inheritance in Rio Grande City
Rio Grande City, a South Texas town located among hills, and the twists and bends of the Rio Grande River, is steeped in history and nostalgia; reminiscent of the Old West explorers and entrepreneurs that helped shape it. They brought time-honored traditions, skills, a strong work ethic, and determination passed down from generation to generation. Now in the 21st century, as Rio Grande City continues to connect and grow, it remains a beacon of the American Dream, calling out to those who blaze new trails of success for themselves, their families and the future; it is a legacy that endures to this day with Esteban and Yazmin Orduno.
Their story begins with a panaderia or bakery in Guanajuato, Mexico that created a multi-generational legacy of bakers. Esteban’s grandfather learned the art of baking from his uncles in the heart of Mexico City and passed along recipes, skills and knowledge of traditional Mexican pastries to his son. In turn, Esteban’s father, through his numerous successful businesses, handed down this confectionery inheritance to Esteban.
Born in Houston, Esteban was no stranger to Rio Grande City. As a child, his family would often visit relatives in the area. Years later and newly married, he worked as a trucker and would pass through this small South Texas town with his workloads. During his time on the road, he noticed the increased flow of people and commerce coming out of Rio Grande City and when the opportunity to open a business presented itself, Esteban and his wife, Yazmin, chose to make Rio Grande City home.
But that is not the only inheritance that has been passed down. Yazmin has taken the family’s cake decorating mantle from her mother-in-law. Esteban’s mother learned cake decorating to accompany and support her husband's business and in doing so, created a career for herself and passed along her knowledge and skills to her daughter-in-laws.
Today, Esteban and Yazmin continue the panaderia inheritance entrusted to them from generations past in Rio Grande City.
What made you choose your current location?
There were several reasons that led us choosing our current location, but the biggest deciding factor was space. We were looking to expand since we grew out of our previous place and this location afforded us the space we needed for our business. Also, this area has seen an increase in commerce with the addition of the new FM 755 just down the street and we knew this would be the best location for us.
Where does the name of your business originate?
A little over 20 years ago, my uncle partnered with a close friend, Gilberto Rodriguez, and they opened a bakery in Mission. Gilberto’s grandfather was also a baker and had his business, named La Reynera, in San Benito. To honor his grandfather, they named their new business the same. Now, my uncle is sole proprietor of the Mission location and several of our family members have also opened up bakeries across the Rio Grande Valley with the same namesake. We also have family in the bakery business in the Dallas area.
How many hours a day do you work on average?
In the beginning, there were some days that it seemed I never went home. We had just moved and opened at our first location in February 2011 on Main Street in downtown Rio Grande City. Yazmin and I worked long hours; from three in the morning till we closed our doors at nine in the evening. We currently have eight employees and although we have a full crew, we still put in a good eight to ten hours a day.
How do you advertise your business?
Even though we can be found on Facebook, we advertise through newsprint. Since we live and work locally, we thought it best to keep our advertising dollars locally. Plus, the best advertising comes from our customer’s satisfaction and recommendations.
What are your best selling items?
Our best selling items are empanadas (pastry turnovers), marranitos (a traditional molasses pig shaped cookie) and conchas. Conchas get their name from their round shape and striped, broken shell-like appearance of the crunchy topping.
Quick Facts
La Reynera Bakery
4762 E. US Hwy 83 • Rio Grande City, Texas 78582 • (956) 263-1070
Would you like to see your business showcased in this series? Email mgomez@rgcedc.com or call (956) 487-3476.
Credits:
Melinda Gomez