La Victoria's Jaime Maldonado Wins Latino Business Award

Jaime Maldonado understands that the Mission is changing. But unlike some residents who mourn for the past and fight the future, he's willing to change with it. His pioneering, open-minded, forge-ahead spirit has earned Maldonado this year's Latino Heritage Month Business Award, to be awarded Tuesday.

La Victoria Bakery, Maldonado's business and a Mission staple for more than half a century, is an innovative company that's not afraid to evolve to stay successful. More than just another panaderia, La Victoria is also a community kitchen and a classroom, and will soon be a full-service restaurant (within the next six months, according to Maldonado).

See also:

La Victoria Bakery: Reinventing the Concha

Jaime Maldonado: La Victoria and the Changing of the Mission

Share Your Memories of La Victoria and You Could Win Something

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