From Family Shame to Churro Fame: How One Man Reclaimed a Legacy
For years, Fabián preferred to remain silent when asked about his parents’ profession. Growing up, responding with “they sell churros” often invited laughter, and ridicule. This shame lingered, even extending to concealing his parents’ trade from his partner early in their relationship.
But life has a way of turning things around. Fabián now stands as the proud face of his family’s churro recipe, a legacy that began generations ago. Today, he’s not only overcome his embarrassment but has become a beacon of pride, bringing his grandmother’s recipe to customers in Maipú, specifically on Avenida Portales, and sharing updates on Instagram.
“Talking about them (his grandparents) is like paying tribute to them while they’re still alive,” Fabián confessed to La Voz de Maipú.
A Family History Baked in Tradition
The story begins 60 years ago on the beaches of Cartagena. Fabián’s grandparents, Rina and Eduardo, started working for a family that owned a churro business. They quickly recognized an opportunity, but learning the trade wasn’t straightforward. Working the dough was considered “men’s work” due to its labor-intensive nature, while women typically handled customer service.
However, Rina and Eduardo were forward-thinking. Instead of remaining employees, they took a risk, investing in supplies and building their own business – unknowingly creating what Fabián calls a “churro family.”
“Imagine, 60 years ago they were very young and also had children, they started to venture into business when that word wasn’t even used back then,” Fabián noted.
Their success wasn’t luck; it was hard work and strategy. Rina eventually purchased the residential property they had previously rented from their former employers, and their expansion continued from there.
“My grandmother put a cart on Playa Grande, then on Playa Chica, then at a midpoint, then with a restaurant and that’s how she grew economically (…) my grandmother is very well known in Cartagena,” he explained.
This effort allowed them to raise their five children, laying the foundation for a legacy that continues within the maternal side of the family.
“All of my mother’s side of the family works with churros,” Fabián stated.
A Family Refuge and a Pandemic Pivot
Though Fabián pursued a career as an audiovisual producer and DJ, the family legacy called him back during a difficult time. After being laid off from La Tercera in 2015, his grandmother offered him a lifeline, inviting him to work in Cartagena.
“My grandmother calls me and says ‘come work in Cartagena’ and I kept saying no, I was blocked,” Fabián recalled.
Initially hesitant, he was motivated by his grandmother and received both financial support and the opportunity to learn the family recipe from his brother-in-law. He learned the importance of efficient technique, marking his first real encounter with the cherished formula, though he still aimed to “work on his own thing.”
The pandemic in 2020 dramatically altered his plans.
“I remember turning on the TV and they said ‘quarantine for at least 3 months’ and I was thinking ‘what do I do?’ I was doing really well with DJing, I was thinking I’d have to sell my car, and then my mom calls me and says ‘sell churros’ and I said ‘no, no, no’,” he remembers.
These “no’s” weren’t born of disrespect, but from the lingering shame of past bullying.
“They bullied me in school, (…) once my mom won churros at the Mall Plaza Oeste and I accompanied her, and then they saw me and made fun of me,” he explained.
Despite his reservations, his brother-in-law offered him a slight cart, and his mother dusted off an vintage churro machine and pan.
From Reluctance to Churro Mastery
The results were immediate: on his first day, he earned 40,000 pesos and sold out. The doubts vanished, and Fabián saw the potential of the family recipe. He quickly learned the technique, and soon, the churros became known throughout the surrounding areas of Padre Hurtado.
A turning point came with a news report about the 10% AFP withdrawal, which brought his story to a wider audience. He invested in modern equipment, and orders flooded in. What began as family deliveries in his own car quickly evolved, requiring him to hire neighbors for delivery and formalize the business to meet the growing demand.
“It was like a boom, people started buying more, we put our WhatsApp number on Instagram where people placed orders and that’s how we started to grow a lot,” he recalled.
Lights, Camera, Churros!
Leveraging his audiovisual skills, Fabián focused on creating a professional brand image for his business. He built a home studio and produced visually appealing content showcasing golden churros drizzled with dulce de leche. He also paid attention to packaging, ensuring a professional presentation.
“I made a logo right away (…) I made my own advertising and it paid off, I’m proud because many have told me that I professionalized the churro through advertising,” he commented.
What’s Next?
Today, the shame is a distant memory, replaced by unwavering pride. Fabián leads a successful business that has delighted customers in Maipú with his grandmother Rina’s recipe.
“I never thought in my life, and I don’t think my dad or my brother-in-law or my sister did either, that we would be able to live off this, for us it was always just a support,” he confessed.
Emulating his grandparents’ strategic mindset, Fabián has ambitious plans: to open his own storefront and expand his churros to shopping malls.
“I know we’re going to make it, because the churro we sell is different from the ones they sell in the mall, which are frozen, processed churros,” he stated confidently.
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