Brownsville Bakers Find Sweet Spot With H-E-B

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Brownsville Bakers Find Sweet Spot With H-E-B

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Sweet Boulevard now offers their Japanese cheesecakes in three different sizes.
Sweet Boulevard now offers their Japanese cheesecakes in three different sizes.

Manuel Alvarez and his wife, Nadia Escalante, started out with an at-home bakery in Brownsville, creating their Pastel Japones.

Manuel Alvarez and his wife, Nadia Escalante, sit at their display at H-E-B offices in highlighting their Japanese cheesecakes. (Courtesy)
Manuel Alvarez and his wife, Nadia Escalante, sit at their display at H-E-B offices in highlighting their Japanese cheesecakes. (Courtesy)

Said another way, they are Japanese cotton cheesecakes. The popularity of the fluffy sponge-looking cake would take off. In part it was due to the uniqueness of the product in the Rio Grande Valley market. It’s a region filled with pan dulce shops and custom cake bakeries.  It’s difficult to find the detail-heavy and hard-to-make pastries of rich custard and cream cheese in Valley bakeries.

The couple started out with deliveries of their cheesecakes with stops in large store parking lots in Harlingen, Pharr and McAllen, as well as their hometown. They would eventually open a storefront location in Brownsville on Boca Chica Boulevard. They call it The Sweet Boulevard. Now, the Japanese cheesecakes of the RGV have gotten recognition from H-E-B.

Nadia Escalante bakes Japanese cheesecakes in her kitchen at Sweet Boulevard in Brownsville.
Nadia Escalante bakes Japanese cheesecakes in her kitchen at Sweet Boulevard in Brownsville.

The Sweet Boulevard was one of the top 10 finalists in H-E-B’s 2022 Quest for Texas Best. Two Valley businesses made the top 10 out of hundreds of entries. I Love Chamoy of McAllen took the grand prize and a $25,000 award. Sweet Boulevard didn’t make the list of top prize winners, but by virtue of finishing in the top 10, the Brownsville bakers earned eventual entry to the shelves of H-E-B stores.

“Who would think that in all of Texas that they would pick us,” Escalante said. “We started the business three years ago and then we’re one of their 10 finalists. Right now, we still don’t believe it.”

Learning & Growing

Alvarez said he and his wife decided to enter the H-E-B competition because they had “nothing to lose.”

They believed their Japanese cheesecakes were worthy entries in H-E-B’s annual search for Texas-made products that have the potential to be placed on the grocers’ shelves. Going through the process and meeting H-E-B executives was an eye opener. Alvarez said the corporation’s executives were friendly and positive in offering their insights and advice.

“We met with the head people of several of their departments,” he said of meetings at H-E-B corporate offices. “We didn’t feel intimidated because they treated us like family. When we made the final 10, they told us, ‘don’t worry, you’ve already won. You’re going to be in H-E-B stores.'”

Nadia Escalante and an employee work to prepare Japanese cheesecakes in the kitchen of Sweet Boulevard.
Nadia Escalante and an employee work to prepare Japanese cheesecakes in the kitchen of Sweet Boulevard.

The next step is upcoming visits to the Sweet Boulevard later this month by H-E-B managers. They will gauge the operational capabilities of the Brownsville bakery and what business partners will be needed to help package and deliver the cheesecakes to stores. It has been a whirlwind of activity and business development acceleration for Alvarez and his wife.

“It’s like advancing a few years of your business into one year,” Alvarez said.

At his bakery this week, Alvarez helped customers upfront while Escalante and a worker baked up the three sizes of cheesecakes they offer for sale. It had the feel of a small business about ready to take off to bigger things.

“It’s a big step,” Alvarez said. “We’re grateful that such a big company like H-E-B gives small businesses like ours the opportunity to learn and grow.”

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