Christina Chavarria stood in line at Amapola Market in Southern California, eager to grab more masa for the tamales she planned to make. Even though the line curled around the parking lot, she didn’t mind. “It’s always perfectly seasoned,” she said, smiling.
During the holiday season, many families flock to this market for masa, a key ingredient in tamales. The process is often a group effort, where families come together to fill corn husks with both sweet and savory fillings.
Chavarria is especially excited this year. She’ll be making tamales with her mother and her 26-year-old daughter. “She’s at that age where she doesn’t always want to spend time with me,” she laughs. Her mother is bringing roasted chiles from El Paso, adding a touch of their heritage from Chihuahua, Mexico.
Amapola refers to this tradition as an annual “masa pilgrimage.” CEO Rolando Pozos feels a strong sense of responsibility toward his customers. “We want them to have a good Christmas,” he said.
Many customers drive from afar, some even camping nearby to ensure they are first in line. This dedication speaks volumes about how important masa is to these families during the holidays.
Pozos knows the stakes are high. Back in 2016, an incident involving spoiled masa led loyal customers to say Christmas was ruined. Since then, Amapola has committed to quality.
Pozos took charge of Amapola five years ago, maintaining stable prices even amid rising inflation. This is crucial for families who make hundreds of tamales at once, as they rely heavily on masa. Melissa Perkins, a longtime customer, explained that her family has been using Amapola’s masa for nearly 30 years. “This is my mom’s favorite masa,” she said.
The market offers various types, from savory pork to sweet flavors like pineapple. Employees start making masa at 3 a.m. to keep up with demand. Fresh tortillas are also produced, indicating how the market runs like a well-oiled machine during busy periods.
One morning, Giselle Salazar and her family, bundled up in blankets, waited in line, joking about how their moms had started this tradition. They had already collected almost 100 pounds of masa. “After Christmas, we’re done making tamales for the year,” her cousin informed, explaining they eat them for a week straight.
As the sun climbed higher, the lines continued to grow, reflecting the community’s love for this tradition. Mark Monroy took his 9-year-old daughter Avery along, passing down the familiarity of this excursion. They drove an hour and a half from Riverside, cherishing memories from Monroy’s childhood. “You could have a little or no presents,” he recalled, “but you’ll always have a tamale to unwrap.”
This blend of tradition fuels the spirit of togetherness among families, emphasizing how a simple dish like tamales can connect generations and create lasting memories.
For more information about Amapola Market, check out their official site, where you can learn about their offerings and history.
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Food and drink, Retail and wholesale, Christmas, U.S. news, General news, Race and ethnicity, Lifestyle, Article, 128665505
