Today we’d like to introduce you to Valery Ketenjian.
Valery, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I am Armenian, was born in Montevideo, Uruguay, and came to live in San Diego at the age of ten. Growing up with the influences of three different cultures as well as with a family who loved to cook food from scratch provided me with a rich culinary experience from an early age.
It was not until my late twenties, however, that I decided to pursue a career in the culinary industry. Until then I dabbled in several fields that interested me but did not necessarily find a career which was a good fit for me. I was away for two years on a missionary ship that sailed mostly around Southeast Asia, and at each port where the ship would go I quickly found myself at the local markets and supermarkets, scouting out ingredients, and trying the strangest thing I could find. I would also try to replicate food that I missed from back home, and shared it with my friends, a thing that brought me a lot of joy and satisfaction.
When I came back home I decided to enroll in Culinary School. After working in a few restaurants here I got a unique opportunity to go back to Uruguay to work with some of my cousins who started a coffee roastery and coffee shop there. While I was doing that I also landed the amazing opportunity to work at the restaurant of the famous Argentinian chef Francis Mallman in Garzon, Uruguay. That was an amazing experience for me as I was in charge of the whole pastry program there, making bread daily as well as all the production for the dessert menu. I loved getting in touch with my Uruguayan roots and the foods of my childhood, and being able to make them from scratch and using the best ingredients in a fine dining setting.
One of my favorite childhood sweets growing up in Uruguay was “alfajores.” These are sold in every grocery store and kiosk in Uruguay, just like you would find Oreos or chocolate chip cookies here in the US. Kids eat them pretty much every day and there are hundreds of different brands. While I was there working at the restaurant I made it one of my goals to try out as many alfajores as I could during my time there, so I would buy packaged ones as well as any artisanal ones I saw at bakeries or coffee shops.
When I left Uruguay I was still not sure what was next for me when I came back to the US, but it didn’t take long for me to get the ball rolling and before I knew it I was regularly going to the farmer’s market at Little Italy getting to introduce this special dessert to the people of San Diego. I love the fact that I get to share something that is new and unique to most people. My other favorite part is the reaction of people ,like me, who used to eat alfajores when they were kids, or those who have traveled to Argentina or Uruguay and fell in love with them there. It’s like running into an old best friend in an unexpected place.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Of course it is not easy to juggle all the different bits and pieces that are involved in owning a business. Along with doing what I’m passionate about, which is creating and finding avenues of bringing joy to others through my creations there are many other tasks involved that I’m not so passionate about. This has caused me to have to stretch myself in areas where I have not felt super qualified in. However, so far this has only brought personal growth and the continued desire to grow myself in order to grow my passion.
Tell us more about the business.
“Alfajores” are a South American traditional sandwich cookie. They are two shortbread-like, crumbly, melt in your mouth cookies with “Dulce de Leche” in the middle. I have the traditional flavors always available as well as some unique versions I have come up with using flours such as rye, toasted corn, sorghum, and buckwheat. I have gluten-free options, and vegan and paleo versions as well. I use only the best, all-natural ingredients I can find and like to come up with new combinations and flavors so you will never be bored if you come by my booth at the market. You can get them super fresh at the Little Italy Farmer’s Markets here in San Diego, or in a few shops around town like Portal Coffee Shop and Empanada Kitchen.
Has luck played a meaningful role in your life and business?
I believe in blessings and gifts from God, and I credit Him with the ability and opportunity He’s given me to do this!
Pricing:
- Box of 4 large alfajores – $20 ($18 at the market)
- Box of 6 small alfajores – $20 ($18 at the market)
- Single alfajores: Large- $5 Small- $3.50 (at the market)
Contact Info:
- Address: 895 Park Blvd. #209
San Diego, CA 92101 - Website: alfajoresbakery.com
- Phone: 760-822-2949
- Email: info@alfajoresbakery.com
Image Credit:
Valery Ketenjian
Suggest a story: SDVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.
