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Christina Bueno (left) and Juventino Romero use El Tigre's new tortilla-making machine Friday morning. Photo by Greg Ebersole / The Daily News

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Talking Business: El Tigre balloons into 'supermercado'

Monday, April 21, 2008 12:16 PM PDT

By Thacher Schmid

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The Lower Columbia's largest Latino grocery store, El Tigre, offers 11 different kinds of chiles — hot peppers — including the hottest of all, the piquin.

Having specialities like that is one reason the four-year old grocery is expanding at its location at 463 Oregon Way in Longview, where it moved just a year ago.

Owner Neri Aguilar credits the store's success to strong customer service, the area's fast-growing Latino community, and the store's evolution into a one-stop shop for local Latinos — a "supermercado" that sells $17 pinatas and $130 watches, specialty creams from Central America, $49 cowboy boots for tots and spooky religious knickknacks such as a statue of Santa Muerte - the Grim Reaper.

Aguilar estimated the store takes in $1,500 to $2,000 daily, up from $800 to $1,000 a year ago. She guessed $20,000 per week is sent to Mexico and Central America through the store's money-sending services.

El Tigre means "the tiger" in Spanish, but the lion's share of the $140,000 expansion went to a gleaming, $36,000 tortilla-making machine, the only one in Cowlitz County.

She said El Tigre now sells tortillas to two Muchas Gracias restaurants in Longview and one in St. Helens. A bagged stack a foot high costs less than a buck.

The remodeled interior includes three new tables, a meat deli, a bakery and a range of specialty foods like tamales, tortas (sandwiches), cakes and beverages.

All of that is nice, Aguilar said, but - reflecting corn's central place in Latino culture - the tortilla is king, and made fresh by the thousands starting at 8 a.m.

"The tortilla machine attracts a lot of people. It's always much richer to eat a tortilla that was made fresh," Aguilar said.

"I came for the tortillas," said Juan Bautista, 19, of Kelso, a customer who came in last Thursday.

"Tortillas, that's what we like," said another client, Rosendo Sanchez. "Calentitas," he smiled, "a little bit warm."

Aguilar and her husband/business partner Antonio had a setback last June when a counterfeiting scam cost them $21,000, and they had to take out a second mortgage on their home.

But Aguilar seemed happy as she navigated her way through ceiling-high stacks of bagged Maseca (corn meal) and aisles crammed with unopened soda pop, garbage cans full of discarded corn husks (for elote, husked corn), cases of Corona beer.

She and her husband work 60 or 70 hours a week. They both were born in Veracruz, Mexico, have legal permanent residency or "green card" status and have applied for U.S. citizenship. Antonio also runs Longview's Hispanic summer soccer league.

"My dream has to do with the people who work here," Aguilar said. "We're all in this together."

El Tigre's butcher, Jose Zambrano, prepares American-style cuts such as porterhouse as well as thinner Mexican styles. Baker Anastasio Galicia bakes doughnuts as well as pan dulce, or sweet bread.

The store, Aguilar explained, focuses on Hispanic culture, but is open to all.

"If you treat people well, they come back. That's what people say, they come back because we treat them well," Aguilar said.

El Tigre is open from 8 a.m. to 7 p.m. seven days a week. The phone number is 423-1948.

Talking Business is a weekly column about business openings, closings or major changes. Contact reporter Erik Olson with business tips at eolson@tdn.com or at 577-2510.

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Tortilla freak wrote on Apr 21, 2008 7:10 AM:

" If they have fresh tortillas I'll be visiting them for my tortilla supply at least once a week. Keep that machine hummin'. "

LJD wrote on Apr 21, 2008 7:30 AM:

" Very nice to read a story such as this. Conratulations on the success of youe store. "

Ok.... wrote on Apr 21, 2008 7:44 AM:

" Whoop-ti-do! So, how is Safeway doing? Fred Meyer? Grocery Outlet? WINCO? I bet we wont see an article about them? "

Citizen Jane wrote on Apr 21, 2008 8:03 AM:

" Just before all the obligatory negatives start flying around I want to say I'M GLAD YOU'RE HERE! I'll be down this afternoon. I'm 3rd generation here from Norway et al. I'm delighted to see you guys doing well. See you soon! "

gimpy wrote on Apr 21, 2008 8:52 AM:

" Warm tortillas!! I'll be there soon! Nice story on a niche market store. "

to ok! wrote on Apr 21, 2008 9:08 AM:

" Corp. Stores vs. local? Um yeah....ok let's have the TDN do a story on that. "

Citizen wrote on Apr 21, 2008 9:09 AM:

" Wow. Thanks for this article. We had no idea such a fine store was in our town. We moved here from Los Angeles 20 years ago and the only place we have found that serves really GOOD Hispanic fare is Muchas Gracias, the best take out in the county. With an authentic grocery to back it up? Wow. We are in our glory. We will be there for our groceries this week and will become repeat customers.

Thanks again for letting us know about this store. We look forward to shopping there.

Momentito: To the guy who says how is Safeway doing? They look rich enough, can we leave the comparisons alone? "

Amazed By Ignorance: to "ok" wrote on Apr 21, 2008 9:09 AM:

" This is a story about a local business doing quite well for itself...and not a story about large national chains. (I'm omitting the Grocery Oulet here, because I don't know their history or origins ). I see people in these blogs complain incessantly about "illegals" and how they drain the American economy. Here's a couple doing everything the RIGHT way...and you still find a way to complain? I'm amused and saddened at and for people of your particular bent at the same time. "

YUM! wrote on Apr 21, 2008 9:58 AM:

" Love the story! We will also be shopping there for fresh tortillas. I am hoping they also have carne asada and carnitas! "

Kelso Resident wrote on Apr 21, 2008 10:25 AM:

" Do they have real hot, hot sauce? all the stuff the stores sell here isn't that hot and I need a hot kick. I love hot sauce on my tacos and nachos and I don't get what I desire does this place sell real hot, hot sauce? "

h00t0wl wrote on Apr 21, 2008 10:32 AM:

" Good story. I am happy for the Aguilars. They are a nice touch for the hispanic community and the area as a whole. I wish them continued success. "

LOCAL MEXICAN wrote on Apr 21, 2008 10:38 AM:

" Hola, i am a local mexican and from me being a latina i am telling you thaty this is a good store. you can find many things here. but some of there prices are high. if they just lower there prices a tad bit then people would go and buy WAY more things. but other then that they are a GREAT Supermercado!! "

Rosie wrote on Apr 21, 2008 12:07 PM:

" TO OK: Oh come on. What's wrong with you? Would you be as bothered if these guys were Asian or Afro-American? How about if they were Muslim? If you only support the white variety of fundamentalist born agains, you are depriving yourself of some great fun and education.
P.S. Maybe you guys should check out the grocery section of Sing Sing and if you're looking for another Mexican restaurant, try Plaza Jalisco or better yet, my little neighborhood place, El Kora. That's a great little place run by a truly delightful family with generous portions at wonderfully reasonable prices. Home cooking at it's best. "

Hey Rosie wrote on Apr 21, 2008 12:59 PM:

" Where is El Kora located? Could you maybe give me an address? "

Sheesh wrote on Apr 21, 2008 1:58 PM:

" This is a great story about a locally owned store doing well. TDN, was it really necessary to let the public know about their U.S. Citenzenship status? Have a little respect TDN! "

To Shees wrote on Apr 21, 2008 3:07 PM:

" I think the little blurb about the U.S. citinzenship was wonderful. Most likely the couple wanted that added. It makes me smile to see people work very hard to become citizens of this country, I bet most of us that live here couldn't pass the test. "

Congratulations wrote on Apr 21, 2008 3:16 PM:

" Congratulations on your success. You are proving that it takes lots of hard work and hours to be successful. I wish you much more success and anxious to read when you are able to announce your American Citzenship. Good luck to you both. "

To Sheesh wrote on Apr 21, 2008 3:29 PM:

" If the Daily News didn't print that there were indeed legal to be here, there would of been a flood of comments asking that same question! "

To Rosie wrote on Apr 21, 2008 4:45 PM:

" Good grief! OK didn't mention national origin or ethnicity, yet you went off on a rant against whites and "fundamentalist born agains." I don't recall any of the mentioned grocery stores advertising the ethnicity or religious beliefs of their owners or stockholders, nor do I think that has anything to do with their success. On another note, I am having quite the time finding Cafe Legal coffee with cinnamon. Does anyone know of a store that carries it? Thanks in advance. "

breakfast? wrote on Apr 21, 2008 5:11 PM:

" Anyone know where there are CHEAP breakfast tacos (a dollar)or $2.50 huevos rancheros? I miss those. "

Gun totin bible thumpin white guy wrote on Apr 21, 2008 6:24 PM:

" Hi there legal immigrants, welcome to the neighborhood, hope business is good for you, looking forward to some of them tortillas. "

Tortilla Freak wrote on Apr 21, 2008 8:03 PM:

" Just had some a them there tortillas and man oh man talk about fresh. I'll help you guys out with your second mortgage payment with adding my business to your establishment. "

Merrib wrote on Apr 21, 2008 8:57 PM:

" Where are they located??? I'll be there!!
"

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