New Hispanic store set to open next to Los Portales

The city's newest Latin market La Mexicana Tienda Latina is scheduled to open by July 21, said owner Angelica Reyes.

The new store which in English is "The Mexican Latin Store" will be located at 1036 W. Sunshine, next door to Los Portales Restaurant, also owned by Reyes.

The store

La Mexicana will comprise 1,600 square feet and will offer authentic Hispanic music, food and beverages, phone cards and money-wiring services. So far, Reyes has invested $10,000 in inventory for the new store.

La Mexicana will stock bread made at a bakery in Monett, along with a Mexican bread brand called Binbo.

Reyes said the store will sell hot sauces, tortillas, flour, cookies including 14 different kinds of Mexican cookies plus Coke, Pepsi and Jarritos beverages from Mexico.

"Jalapeos you can find at Wal-Mart, but we want to have all kinds of stuff that they don't have," Reyes said.

If the store is successful, Reyes said she hopes to add meats. "Mexicans like to get the really thin sliced, real nice beef and grill it on the weekend, so we will have that," Reyes said.

Population growth, limitations

In the past 10 years, the number of people classified as Hispanic or Latino has nearly tripled in Greene County from 1,646 to 4,439, according to the U.S. Census Bureau.

However, local businesspeople say the numbers don't tell the whole story.

Carlos Gonzalez, owner of Tamale King Mexican Deli at 1342 W. Sunshine, said the Hispanic population in this area is less than the census indicates because many Hispanics move in and out of the area in search of work. Gonzales said nearly half of his business comes from nonHispanic customers.

The limitations of the Hispanic market caused Mahmoud Salem to expand the wares at his store, Latino Market, to include African and Indian specialties. The market opened at 1661 E. St. Louis St. in 1997, and features items from El Salvador, Columbia, Ecuador, Costa Rica and Honduras.

While Salem expanded his market, LaTienda Michuacana Mexicana located at 415 N. Boonville, continued its Mexican focus. LaTienda owner Vicente Gonzalez opened his store in 1998 and continues to supply only authentic Mexican products.

"I see new people all the time," said Mariela Gonzalez, Vicente's daughter. "You can't get much of this anywhere but here; half of this stuff you have to go over to Mexico and bring it back."

Competition

As competition increases, store owners agree that service and atmosphere will be the keys to success.

"I've been here almost seven years. Customers go to the place where they feel more comfortable, where they feel like it's a friendly service," Salem said.

Reyes said she does not want to take customers from other locations, but she hopes to encourage her restaurant patrons to try shopping at the market.

The store will be open 9 a.m. to 9 p.m. daily.