"When I was a child the aromas of fresh bread floated out of small corner bakeries throughout the city of Mexico.” Jose Caceres continues, “as a child I would carry a canasta of bread in the streets and cry out ‘Pan Caliente, hay pan caliente! Tengo Rosca de Reyes, hay roscas de 5 y de a 10’.” The bread I sold was the fresh hot bread my mother baked for the neighborhood just minutes before. Because their mother was a marketing genius, she managed to secure the business of VIPS. VIPS was the equivalent of a chain of restaurants like Dennys or IHOP in the United States. It was our big break. Jose Caceres
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