Walk into La Real Michoacana on north Texas Boulevard in Weslaco and you’re met by splashy colors of yellow and orange and vibrant reds with big photos of ice cream cones and paletas.
It’s a happy vibe at a business geared to families and fun get-togethers as customers revel in what general manager Hilario Lozano said is “un sabor de Mexico.”
A taste of Mexico from a state in the heart of our southern neighbor is evident at its namesake store. Homemade products created out of Mexican ingredients are on display under glass at the front counter. Both the ice cream mix and cream are notable imports from Michoacana. The array of paleteras and rows of ice cream flavors are the centerpieces of what La Real Michoacana offers.
“We make everything here using our own recipes,” Lozano said. “Everything here is estilo Mexicano, it’s authentic, and it’s what our customers like.”
Lozano is the general manager for three stores in Hidalgo County, which includes a 10th Street location in McAllen and another at the Rio Grande Valley Premium Outlets. There is a plan for an additional location by year’s end in Brownsville. Michoacan-based businessman Raul Malfavon Sr. owns the stores. Lozano says Malfavon hopes to use the Valley as a base to move further into the U.S. market.
The aguas frescas, paletas and snack combos of corn in a cup and chicharrones to go with the homemade ice creams indicate the Valley, as is often the case, is the front door for a Mexican entrepreneur using the region as a springboard into the United States.
“They see the opportu” Lozano said of the Malfavon family. “They want to make the crossover.”