La Victoria Bakery Begins Hosting Street-Cart Cooks, Throws a Party to Celebrate

Poster by Philip Clark
La Victoria Bakery has been in business on 24th Street since 1951, back when the Mission was an Italian-Irish Neighborhood. The Maldonado family, who make some of San Francisco's best pan dulce, have seen their business expand into a restaurant, contract back into a bakery, and now expand again into a cafe ― and, just as exciting, an incubator for tiny independent food businesses.

Under Jaime Maldonado, the current owner, La Victoria started sharing its massive commercial kitchens with Venga Empanadas and selling Venga's Argentinian-style pastries in its cafe. Now Maldonado is bringing in Roger Feely's Soul Cocina, Wholesome Bakery (which will soon have a stand at 331 Cortland), and Slow Jams. To celebrate, Feely's helping the bakery throw a party on the night before Valentine's Day.

For Saturday's Sweet Corazon de la Mission, La Victoria is hosting a dozen or so street-cart vendors, including Lumpia Cart, Sour Flour, ForageSF, and House Kombucha. The Maldonados are throwing open the doors to their production kitchens to give tours ― many of the vendors will be cooking their wares there. Feely, for one, will be serving up ropa vieja and Cuban sandwiches (he says he's roasting his own pork and making his own pickles, naturally). LoCura Trio and Diana Gameros will accompany the cooking with music, and Antonio Del Mar and Claudio Nalerio will be exhibiting their art.

Sweet Corazon de la Mission
Saturday, Feb. 13, 6 p.m.-10 p.m.
Location: La Victoria Bakery, 2937 24th St. (at Alabama)
Price: Entry free, but bring cash for food vendors

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