In the heart of Urbana, La Paloma stands as a testament to the power of family and perseverance. Founded by Irene Macedo, this food truck business began as a personal journey toward independence but quickly evolved into a thriving enterprise that now comprises three trucks. Rooted in family values, La Paloma’s name honors Macedo’s late grandmother, whose memory inspired her entrepreneurial spirit. Over the past seven years, Macedo has not only expanded her business significantly but also earned recognition for her dedication to both her employees and customers. Her efforts will be celebrated with a Brilliant Spirit Award at Experience Champaign-Urbana's annual Toast To Tourism event.
From its inception, La Paloma was deeply intertwined with family ties. With assistance from her brother in constructing the first truck and inspiration drawn from her grandmother, Macedo embarked on an ambitious venture despite having no prior business ownership experience. However, her managerial skills honed during her tenure as a fast-food general manager provided a solid foundation. Partnering with her husband, Gerardo Serrano, who contributed his culinary expertise, Macedo ensured their meals reflected authentic home-cooked flavors. The early days were challenging; Macedo often operated the truck alone, especially during the pandemic when staffing became scarce.
The resilience of La Paloma was tested further when the global health crisis struck. During this period, Macedo found herself managing every aspect of the business single-handedly. Reducing hours and strategically positioning the truck near late-night venues helped sustain operations. Fortunately, Serrano returned from formal chef training in California, bolstering Macedo’s confidence in navigating these turbulent times. As demand for catering services surged across the state, the need for additional trucks became apparent, leading to the establishment of La Paloma 2 and subsequently La Paloma 3.
This expansion allowed Macedo to refine her offerings, prioritizing fresh ingredients over canned alternatives. Each morning involves meticulous preparation, ensuring all dishes are crafted from scratch daily. Beyond commercial success, La Paloma fosters strong connections with its patrons. Regulars eagerly seek out the mobile eatery, forming meaningful relationships with Macedo and her team. For Macedo, interacting with diverse clientele has been transformative, enhancing her language skills and integrating her more fully into the local community.
Today, La Paloma exemplifies how passion combined with familial support can overcome significant obstacles. Macedo’s commitment to quality, coupled with her genuine care for those she serves, has set her apart in the bustling food truck industry. As she continues to grow her business while maintaining close ties with her roots, Macedo inspires others through her remarkable journey.