Business Archives

12 Dec

Meet some of Wisconsin’s independently owned businesses

By Abby Bradbury

In a business landscape increasingly dominated by chains and corporations, Wisconsin is home to many unique and independently-owned businesses that have greatly contributed to the state’s culture and history.

Strictly Discs Record Store

Strictly Discs has been “getting physical with music” since 1988. At its home on Monroe Street in Madison, Strictly Discs has two levels of vinyl, CDs and stereo gear and an influx of new releases every week. In addition to having thousands of records from every genre under the sun (with a skew toward jazz and rock), Strictly Discs also buys used records, adding to its ever-growing collection. Strictly Discs takes pride in being female and independently owned, and participates in indie record store culture by celebrating Record Store Day – a day celebrating the unique role record stores play in communities. Strictly Discs commemorates this day each spring by offering exclusive releases and drops.

Ruby Coffee Roasters

Based out of Nelsonville, WI, Ruby Coffee roasts “colorful coffee” with beans hailing from all over the world. Best sellers include a Costa Rica Cerro La Cruz and an El Salvador Talnamica, and Ruby also offers summer and winter seasonal blends. Outside of its Nelsonville roastery domain, Ruby has a Stevens Point cafe location.

Towne Cinema

Nestled in Watertown, a city between Milwaukee and Madison, lives Towne Cinema, an independently-owned movie theater. Since 1913, the cinema has been a cultural fixture in Watertown’s downtown community, opening its doors for school rentals and to private and public birthday parties, in addition to showing films at the fixed rate of $3. As chain movie theaters and eventually streaming became the norm in the film industry, the Towne Cinema was able to raise funds from the community to invest in projectors to digitize their film collection and continue entertaining the people of Watertown.

Mystery to Me

Mystery to Me, located right off of UW-Madison’s campus, started off as a mystery-only bookstore nearly ten years ago. As customer demand and community support grew, so did the genre and variety of books offered. Back in 2014, bestselling author James Patterson offered Mystery to Me a grant to expand a children’s book section in the store. “We really try to be part of the community,” said Mystery to Me owner Joanne Berg. “We can’t offer the same kind of discounts that big box stores can offer, so we have to offer something else – customer service.” Berg credits her knowledgeable staff with curating a wide collection of books and being able to help customers find their perfect read.

Wollersheim Winery and Distillery

Wollersheim Winery dates back to the 1800s, occupying a unique place in Wisconsin history. The Kehls, a family of German immigrants, started making wine and brandy until they were stopped by the prohibition movement. The property that occupies current-day Prairie du Sac was purchased and claimed by the Wollersheim family in 1972. Wollersheim now boasts an esteemed team of winemakers and has forged its way as a leader in the Midwest wine scene, with its Prairie Fumé and Dry Riesling earning top honors and its wine collections being sold online and across the state. Wollersheim has also made a name for itself with its distilled spirits, such as Press House Brandy, Two Mile Bourbon and Round Top Rye Whiskey.

Carr Valley Cheese Company

Award-winning cheesemaker Carr Valley Cheese Company has been family-owned for a hundred years. Certified Master Cheesemaker, Sid Cook, is a fourth-generation cheesemaker known for creating new cheeses, but doing so “the old-fashioned way.” Carr Valley Cheese offers over fifty original cheese varieties, with bestsellers including Apple Smoked Cheddar and Smoked Hot Pepper Jack. Though based out of the small town of La Valle, Carr Valley cheeses can be found across the state at six retail stores.

12 Dec

In Photos: The history behind Wisconsin’s historical towns

Photos by Caroline Crowley.

By Caroline Crowley

A drive down nearly any Wisconsin town’s Main Street will reveal a beautiful, historic downtown district.

Most of these classic downtowns were built in the 19th century, and they are rich in history.

According to the Wisconsin Historical Society, the development of the automobile and the rise of malls and shopping centers further from town centers endangered these historic downtowns.

Many historic buildings were knocked down in the 1960s — others went out of business or struggled to survive.

In the late 20th century, many people took action to restore their small businesses.

Wisconsin’s historic downtowns began to adapt and thrive once more.

During the pandemic, these small businesses struggled — but thanks to “shop small” initiatives, many were able to survive and thrive.

12 Dec

Madison’s small businesses

By Max Stapleton

Madison is known for a great college campus, but part of what makes that campus great are the small businesses built around it. Some stores have been in Madison for over 50 years, while others are brand new and always changing. I’ve located ten popular small businesses in Madison on this map.

12 Dec

Mexican solace found in rural Wisconsin, Tortilleria Zepeda is a taste of home

By Ellie Nowakowski and Cate Schiller

When Julian Zepeda met his wife Heidi and moved from Puerto Vallarta, Mexico, to rural Wisconsin he found himself in food heaven. He could not get enough Culvers.

However, the charm soon wore off and homesickness set in. Julian began craving authentic Mexican food but was not finding it anywhere.

“He started really missing Mexican food and his home,” Heidi said.

He began calling his family seeking recipes that tasted like home. The one missing piece he kept returning to was an authentic, chemical-free tortilla.

Julian found it hard to believe he would be able to make a tortilla that compared to his abuela’s with Wisconsin corn, he explained, but he still thought he should give it a try. Before long, Julian was fielding requests from friends and neighbors to purchase his homemade, authentic corn tortillas.

“It’s great that I can show how a good tortilla is supposed to taste, people aren’t used to it,” Julian said.

It wasn’t until he boarded a plane to his hometown with an air-sealed package of his new product for his family to try that Julian felt ready to start his own business. His family told him that his tortillas, made with Wisconsin corn crops, tasted like authentic Mexican tortillas. Their approval gave Julian the green light he was looking for.

Tortilleria Zepeda opened in 2018 in Lone Rock, just outside of Spring Green, Wisconsin. For Julian, the small factory is more than just his place of work, it’s a place that feels like home.

“It’s like a little Mexico in this rural area of Wisconsin,” Heidi said.

This experience extends beyond just Julian. The couple saw a strong LatinX community emerge who concurred, the taste of their authentic tortilla feels like home.

“We’ve had this beautiful response from community members and Mexican immigrants in Wisconsin that are finding a little connection to home among all these farmlands,” Heidi said.

The former marine biologist is not entirely out of his element in his tortilleria. In fact, he views the process as somewhat of a science. The couple uses an ancient Mexican technique called nixtamalization. The process involves soaking the corn in an alkaline solution for 24 hours and grinding it using volcanic stone to create masa — the tortilla base. Tortelleria Zepeda’s tortillas have just three ingredients: corn, water and pickling lime (calcium hydroxide).

Nixtamalization is a process the couple is passionate about. Not only do bigger brands skip out on the process that releases important nutrients in corn, Heidi explained, but they often add chemicals and preservatives to their product. The couple sources several varieties of corn from farms as close as seven miles down the road.

“We want to support local organic corn farmers and not let these big farmers take over,” Heidi said. “These organic farms are what make Wisconsin, Wisconsin.”

Made from local Wisconsin corn crops and using an ancient Aztec technique, the resulting tortillas are a perfect mix of the two of them, Heidi said.

It’s like a little Mexico in this rural area of Wisconsin.
Heidi Zepeda

Heidi moved to Mexico in search of adventure, where she met Julian in 2014. The two wanted to relocate to the states, and Heidi suggested her home state, “exotic Wisconsin.” They landed in her hometown of Spring Green where she grew up on a beef farm.

“I’m the farm girl from Wisconsin and my husband brings the authentic Mexican piece,” Heidi said.

Together, along with one employee and the help of Heidi’s sister, the couple sources, produces, distributes and delivers their tortillas across the state. They have found receptive audiences in customers, restaurant owners and grocery store owners.

“We basically started from word of mouth. We know all of our clients personally, we have great relationships with them,” Julian said. “In Wisconsin, people help each other, it’s a great community”

Canteen Taco in Madison offers Tortilleria Zepeda tortilla’s on their menu for an additional dollar per order of tacos. Customers seem to like them more than the “regular” ones they offer, said Canteen manager Alison Martin.

“I think there’s a noticeable difference,” said Martin. “They taste a little more homemade.”

Going forward, the Zepedas are looking to expand tortilla distribution and explore some passion projects of theirs — including on-site Mezcal tastings.

“We had this space here where we could create this little oasis. Now we can share authentic Mexican food and beverages with the community.”

Tortilleria Zepeda will host its next mezcal tasting on Jan. 7 at 3:00 p.m. at their factory.

12 Dec

New Glarus Brewery: Only in Wisconsin

Photo by Caroline Crowley.

By Abby Bradbury

12 Dec

Neighborhood of togetherness: The origin behind Barrio Dance

By Charlotte Bellamy

A loud “let’s go” reverberated from the audience as Charli XCX’s “Vroom Vroom” blasted from the speakers while one dancer stood over another and pretended to ride them like a car. Dressed in navy blue mechanic coveralls with switching white and orange bandanas, Madison-based urban dance crew Barrio Dance Factory commenced their nearly 6-minute long routine on the biggest stage they’ve approached yet, World of Dance Chicago.

But, Barrio Dance Factory has a specific origin and that origin is AJ Juarez.

When Juarez was 14, he went to a quinceañera in his hometown of Buenos Aires, Argentina. He described this in comparison to any other quinceañera and celebration in Latinx culture, meaning there was a busy and crowded dance floor. Juarez had no idea that this moment would spawn into an entire career throughout the years.

“I had no idea about dance, but I knew I had good rhythm, so I started freestyling,” Juarez said.

At the party, a local dance instructor told Juarez that she would give him a scholarship to train at her studio. Juarez agreed because of his natural affinity for dance and the inability of his family to provide the necessary financials for the expensive practice.

“My parents didn’t have the resources to send me to dance class. Dance was completely out of my thoughts,” Juarez said.

But now, almost two decades later, Juarez lands in Madison, Wisconsin, owning one of the city’s premiere urban dance studios, Barrio Dance.

“Barrio means neighborhood,” the studio’s website and Juarez explained. “That’s what we’re trying to create.”

Barrio Dance Factory crew member Madison Luizzo explained the welcoming and enriching nature of the studio.

“Barrio provides a safe space for anyone in the Madison area and even outside of Madison to come together and feel like they can be themselves with absolutely no judgment, but absolute encouragement and support,” Luizzo said.

It wasn’t a straight shot for Juarez to end up in Madison. Originally from Argentina, dancing has taken him to Los Angeles, New York, London and other parts of Europe as well. Among the dance world, Juarez lamented that flexibility and spontaneity are necessary to stay afloat.

A year before graduating from the Julio Bocca School of Musical Theater in Buenos Aires, Juarez landed roles with Argentina’s Broadway programming in “Applause” and “Aladdin.”

From there, he went on cruises and traveled across the world working with Royal Caribbean and Celebrity Cruises as a featured dancer.

“I learned a lot, but I feel like cruise ships kind of stop you from growing because you do the same show,” Juarez said.“I had the time of my life traveling the world, getting paid to travel the world and doing what I love.”

If there is one thing about Juarez, it is that he is not complaining. Throughout his journey into dance, he has remained grateful for the opportunities he has had to continue a career in a competitive and at times hostile industry.

So, after this Juarez needed a change. After sunbathing in Majorca and gallivanting through the French Riviera, Juarez needed consistency. He found himself in Madison after visiting an ex-girlfriend from the area.

“It’s small but it has everything you need,” Juarez says about Madison.

Juarez said people always ask him, “Why Madison? Why a medium-sized town in a Midwestern state that is not necessarily a hub for dance?”

“I feel like I can help a community here. I have a purpose,” Juarez says.

Unlike cities like New York, Los Angeles and Chicago, Juarez discussed the small, burgeoning dance community as an opportunity for development. Juarez said there are hundreds of dance studios in each of those cities alone, so the possibility for impact is much greater in a community that doesn’t have excess possibilities to begin with.

“It’s also about the culture. In places like New York, even if you have a day off you feel like you have to move very fast,” Juarez said. “This creates a lot of stress in your life, not even having a busy schedule, but just energy.”

Then, along came Barrio Dance. Employees and students of Barrio Dance agreed that the community created in that studio was next to none.

“Barrio brings so many people together through dance. I have met some of my closest friends through classes that I would have never crossed paths with without this community,” Barrio student Erin Wiegman said about the culture of the studio. Wiegman agrees that the structure of Barrio Dance is more impactful in Madison than it would be in other bigger cities.

Dance as an artform encourages the basis of Barrio’s strong community.

“Dance is a powerful tool for community building that empowers individuals and strengthens the collective,” Barrio instructor Jessica Billings said.

Juarez works to expand the output of his team and community at large. Luizzo talks about the opportunities Juarez gives his staff to continue improving their craft and discipline.

“This is very uncommon at most studios, but AJ believes that you can always improve and you should never stop training,” Luizzo said. “He does an amazing job of helping his students come out of their shells and find their true passion for dance.”

Juarez has dedicated years of managerial meetings, behind the scenes work and late nights and early mornings to build this community. From Buenos Aires to Madison, Juarez recognizes the work necessary to keep and enhance Barrio Dance.

“It all comes from the experience of what I saw and what I lived,” Juarez said. “It involves a lot of time where you don’t get paid and do it for the love of helping.”

Back at World of Dance Chicago, Barrio Dance Factory concluded their performance by throwing their bandanas on the ground. The fabric floated gently on the stage after six minutes of exhausting and grueling work. Smiles illuminated from the whole crew. After a few seconds of stillness, the crowd and dancers erupted.

Some stood on stage and blew kisses to the crowd. Others wiped their faces in disbelief and fatigue. Juarez stood in the front and center spot, his crew behind him and beat forcefully on his chest and let out one last “let’s go,” as the dancers exited.

Juarez summarized this experience best.

“I needed a place where I could call home, and that is Barrio,” he said.

12 Dec

A look at Wisconsin’s drinking culture

Photo by Flickr.

By Gretchen Blohm

12 Dec

A Slice of Gouda: Marieke Penterman brings a touch of Dutch culture to Wisconsin’s dairy cheesemaking business

Photo by Caroline Crowley.

By Alison Stecker

Born and raised in the Netherlands, Marieke Penterman grew up on her family’s 60-cow dairy farm. When she was a young girl, she remembers her mother taking her brother and her to the milking parlor and telling them to let her know when the cows were done milking.

“I remember being caught up in the magic of cows and milk, where nothing is more nutritional than milk, nothing can transform into so many valuable products that are also so heavenly tasteful,” said Penterman.

Penterman received her bachelor’s degree in the dairy business and started her career as a farm inspector while her future husband, Rolf Penterman, emigrated to Thorp, Wisconsin to open up a 350-cow dairy farm in 2002.

“I actually went to Canada first, but we came to the states for opportunity and growth,” she said. “The U.S. is really still the land of opportunity.”

Once in the United States, Penterman missed Dutch cheese and researched ways to start her own business. Since Wisconsin is the only state that requires a cheesemaker’s license, she flew back home to train alongside two different cheesemakers in the Netherlands.

“It was so fast,” Penterman said. “They were very knowledgeable and educational but left me to ‘find my way’ which in the end, was good for me.”

Throughout her training, Penterman learned how to make authentic Dutch Gouda cheese, and she brought all those skills back to the small town of Thorp to open up her award-winning cheese business, Marieke Gouda.

Why Wisconsin?

Penterman Farm is a 400-cow dairy farm located in Clark County, which is known for its flat landscape good for farming and farm-friendly people.

“If you want good milk and good dairy, where else would you go?” Penterman said. “Wisconsin was the best choice and Thorp is right in the heart of it.”

Penterman also decided to put down roots in Thorp because the dairy farming culture in Wisconsin was a lot more pleasant than in the Netherlands.

“In Holland, farmers are not rejoiced like they are here, they are considered a burden on the environment. But here it is different, others in the industry really are like family,” she said. “When you struggle, they struggle; when you are up, they are up.”

Penterman and her husband used to have a smaller farm on the outskirts of Thorp, but in 2013, the couple opened a brand new location along highway 29 within city limits.

“There was an opportunity for growth. People were starving for Gouda because it’s not something they have,” said Alexanndrya Barnickle-Miller, the marketing director of Marieke Gouda. “We are one of the few farms allowed within city limits, and the Pentermans got the city to agree to let them bring the dairy farm itself within city limits, which is super rare.”

Farmstead Cheese

According to Barnickle-Miller, Marieke Gouda is different from a typical Wisconsin dairy farm because it’s a farmstead –– everything is produced on location. The farm is located right across from Marieke Gouda, and visitors can grab a meal at Café DUTCHess or view the cheesemaking and milking processes through Milking Parlor windows.

“The milk gets pumped directly into our production room and then we have the full cheese production, which is actually very rare even in Wisconsin,” Barnickle-Miller said. “Usually, most cheese is produced from multiple sources –– so multiple farms –– but ours only comes from one source and it’s on location. It’s as fresh as you can get it.”

The cows on the farm are called “Gouda Girls” and treated like the “princess of farm animals,” according to Barnickle-Miller. They are kept in a free stall barn, which means the cows roam free within the barn structure and are not pastured.

“Cows in general are really hot, sweaty animals. The freestyle barn allows them the shade they need and the walls are completely open,” she said. “We have a few other things in our barn that’s a little different. We have temperature controls and fans that spray water on the cows after they’re coming out of the milking parlor.”

Penterman Farm also has a spa for its cows. They have technicians and crews come in to trim and shine the hooves and a nutritionist comes in to double-check the different feeds and grains. Each cow also wears a “fit bit” that allows the farmers to track their health and digestion cycles. All of these unique protocols ensure the cows are being appropriately taken care of to produce Gouda in a natural and true Dutch way, Barnickle-Miller said.

“We know exactly what goes into our cheese because we have control of the feed for the cows, how the cows are cared for and how the milk comes in,” she said. “We control the process from moment one to it hitting your hand.”

Marieke Gouda Achievements

Marieke Gouda has exponentially grown over the last 16 years. The business has won 166 awards, and in 2007, four months after Marieke crafted her first batch of Gouda cheese, she won the U.S. Champion Cheese Contest.

“When we got the call from a friend that we had won, we were just sitting around drinking coffee and didn’t even realize the impact or significance at the time. But when I walked the stage and saw the true glamour and importance of the industry and competition it is what made me love it,” Penterman said. “Cheese can really ‘live’ here in Wisconsin, it has its own awards, recognition and true following.”

In 2015, Penterman was the first female to win the Wisconsin Outstanding Young Farmers Award, which recognizes the younger generation of farmers in the state.

“Marieke had a dream and vision to bring her country’s gouda cheese to America and she set out to do just that. She is very self-driven with distinct goals and visions,” said Cindy Matton, a head committee member with the Wisconsin Outstanding Young Farmer Program.

According to Barnickle-Miller, Marieke Gouda also has new production equipment which has supported their efforts to source internationally and break exports into Mexico.

“Right now we use 40% of our milk to make cheese and then we sell the rest of our milk to other producers, but starting next year, we’re going to make 100% of our milk into cheese because of this new equipment,” she said. “We are going to grow by a ridiculous percentage.”

Penterman is currently in the process of opening a new retail storefront in Eau Claire, Wisconsin called “House of Gouda.” The purpose of the store is to educate people about Gouda and bring a little touch of Holland to the state.

“One of the contractors is making custom 3-D buildings to look like houses in Holland to take up one of the walls,” Barnickle-Miller said. “There will also be a big cheese island with glass around it so you can order a two-pound cut and be able to view it cut the old traditional Dutch way. It’s just going to be a full experience.”

12 Dec

Cannabis on the rise, impact on adolescents and farmers in Wisconsin

Photo Courtesy Jay Selthofner.

By Dani Csaszar and Alison Stecker

Individuals across Wisconsin have been experimenting with delta products for several years now, and new hemp-derived products and marijuana alternatives are becoming popular across the state.

An anonymous student from UW-Milwaukee explained that Delta 8 has come as a good alternative for those seeking a non-THC product.

“I’ve seen many take it as a legal option to enjoy marijuana but without the risk that comes with legitimate THC. Weed smokers, in general, are pretty stoked about Delta 8 products from what I’ve seen,” they explained.

When buying said delta product, the individual explained that they have been more careful with it, considering they are synthetic cannabinoids that do not hold as much research as normal THC products. The UW-Milwaukee student said he’s exprienced concerns over regulation and scamming, but has become more comfortable over time with knowing what works for them as opposed

“When deciding on a brand I usually buy from influencers in the weed scene who produce their own Delta 8 products,” the student said. “Since a lot of these products aren’t federally tested yet, it’s a lot safer to base your purchase off of a personality you trust.”

Experts have expressed concern over the rise of these THC products.

According to Dr. Cecilia Hillard, the director of the Neuroscience Research Center at Wisconsin Medical College and a cannabis researcher, THC has a lot of alcohol-like characteristics that help people relax and feel more sociable. For 85% of people, that kind of cannabis does not cause problems, but another 10-15% of people develop cannabis use disorder, she said.

“That’s one of the big issues with any drugs like alcohol or cannabis. This potential idea that using cannabis early can really mess up brain development, particularly causing psychiatric disorders that are devastating and long-term consequences,” Dr. Hillard said. “There is some evidence in human literature that children who use a lot of high THC content and cannabis or start using it at a young age increase their risk of developing schizophrenia or bipolar disorder.”

Dr. Hillard also brought up a counterargument, saying that there may be some other genetics that causes an individual to use cannabis when they are young and develop psychosis.

“It’s so hard to do studies in humans because you have the chicken and the egg problem,” she said. “More and more I’m beginning to wonder if it’s not so much a causative relationship. Yes, maybe high-dose cannabis use in adolescence is associated or correlated with psychosis but I’m not sure we can say it causes it.”

While the rise of delta products in Wisconsin leaves some experts concerned, it has left small-business Hemp farmers thriving. Luke Heidt, the owner of Wisconsin Hemp Flower in Eau Claire, said he’s in support of legalizing hemp, but doesn’t expect regulations to change anytime soon.

“Marijuana will not be medically legalized for at least another two years with the people currently in office. It would be great for Wisconsin.” said Heidt.

In November, 82% of Dane Country residents indicated on their ballots that marijuana should be legalized. Dr. Hillard echoes this sentiment.

“In my opinion, we are better off developing those molecules and putting them under FDA regulation and selling them under use and drugs rather than people using whatever cannabis regulation they can buy to treat various conditions,” she said. “I think we should legalize and tax just like we do alcohol and fund research.”

Democrat Gov. Tony Evers plans to incorporate marijuana legalization into his 2023-2025 budget, but for Heidt, the future of cannabis companies remains very foggy.

“Hemp companies are small companies that have built themselves up. A certain amount of hemp stores would close, but every two years cannabis changes and there are new trends,” Heidt said. “Whenever a bill is proposed in Wisconsin, it’s usually not a good bill.”

Although this may be true, Heidt’s business is thriving and plans to continue to do so.

“I’m glad to see small businesses succeed, but I can’t see legalization being good for small businesses. Hemp people are always seeing how things change and are trying to stay in business,” he said.

Heidt also said he thinks Delta 8 products will diminish over time. He explained that the marijuana industry changes about every two years. Just like trends, marijuana products fluctuate.

“No matter what happens, Delta 8 products will disappear, and if it does become legal, they will be available online,” he said. “I think there is still a market for it if people need it for those who take a drug test.”

“Everyone that stated in hemp claimed to have some interest in the cannabis or interested in making money. These are helping keep a lot of businesses in business. Without Delta 8, a lot of places would have gone out of business,” Heidt said.

Although Delta 8 products have kept businesses afloat, it’s not viable for the long haul.

“My initial concerns were that Delta 8 wouldn’t be as regulated, therefore allowing for more scamming to take place. But after frequent uses of Delta 8, I find it to be a less intense version of THC,” the UW-Milwaukee student added.

“Hemp had low-cost production because I was using space that already excites me. I had an extended knowledge base about cannabis. The only thing I had to learn was how to run a business,” said Heidt.

Regulations have not changed much on CBD and delta products, which has opened opportunities for both farmers and small businesses. Both of these products have turned into a profitable alternative to medical marijuana.

12 Dec

In Photos: A walk through Mercado Marimar

Photos by Camila Trimberger.

By Camila Trimberger

Nearly 450,000 Latines live in Wisconsin, taking up about 7% of the state. With such a small and sparse population (with the exceptions of Milwaukee and farming communities such as Abbotsford), immigrant placemaking in Wisconsin is incredibly important. One way Latine populations make room for themselves in majority white areas is through grocery stores. Individually owned, they offer brands and ingredients essential to Latin cuisines, aisles filled with Catholic memorabilia, and a place for Latinos to convene. Follow along through a series of photos from Mercado Marimar, a store in Madison popular among UW’s Latino student population, along with the author’s personal connection to these stores.

I found out about Mercado Marimar through the Latinx Cultural Center when I was a freshman on campus. They gave us a list of resources including restaurants, student orgs and stores.

When I was a kid my mom would always shop at a place called La Conquistadora in Sheboygan, which I just always called “the Mexican store.” I remember the first thing she always bought was a phone card from the lady behind the checkout so she could call our family back home.

While “Mexican stores” are pretty much all individually owned, they are all virtually the same on the inside. Handmade piñatas line the ceilings along with images of La Virgencita Plis (a popular children’s character of the Virgin Mary).

Mi Costeñita sells everything. Every Latine market I’ve been to is lined with these iconic bags filled with spices, snacks, and more. Since I can remember I’ve opted for garbanzos con chile and cacahuates japonéses.

In the back you can find the butchers speaking in Spanish while cutting up meats such as lengua, pastor and carnitas. Here in Madison the butchers are all adults, but when I was in high school I remember ordering from my classmates.