Vanessa’s Ice Cream Shop celebrates 20 years this weekend

 

By GABRIELLE ANDRADE
Special to the Times

Many local residents know Vanessa’s Ice Cream Shop as the place to be on a hot day in the Central Valley. 

With two locations in Merced and Winton, you can find some of this area’s most authentic and delicious Michoacán-style ice cream, paletas, horchata, and other cold treats.

The shop is family-owned, and its success over the past two decades has been defined by hard work, resilience, skill, and dedication to a traditional craft.

But the business wasn’t always a breeze. 

It actually started out as just a teenager’s dream in the early 1970s. 

Elias Figueroa discovered a fondness for frozen goodies while growing up in his hometown of San Francisco, in the state of Michoacán, Mexico. This region is world famous for its ice cream. San Francisco is just a 30-minute drive away from the town of Tocumbo, which is considered the birthplace of the popular “La Michoacana” brand of ice cream shops that have become a widespread cultural phenomenon across Mexico, the United States, and beyond. 

Figueroa was enamored with the trade — the ingredients, the way everything was concocted, and then completed with mouth-watering presentation. In his teens, Figueroa found work in Mexico City with various mobile street vendors (paleteros) and neighborhood ice cream shops. 

This initial passion put his life on a trajectory to owning his own business one day.   

Life, however, brings forth twists and turns. 

In 1978, at about the age of 20, Figueroa immigrated to the United States to start a new life, and pursue his dreams. He ended up in California where he worked hard, and eventually established a home with his wife, Carmen, and a place to grow a family. 

It was tough going though. Figueroa found himself with young children to support. He struggled to just make a living. There were few dollars left to put into savings. Unfortunately, he was forced to put his business goal on hold. 

Still, the thought never left his mind. 

Long work days came and went, but there came a day when he found a financial foothold. He started buying equipment, a little bit at a time, and stored everything in his garage. Those investments over the years, along with an unwavering determination, would ultimately turn a lifelong dream into reality.

It all came together on a warm day in late July, in the little town of Winton, 20 years ago. 

Figueroa Sr. proudly named his new venture: Vanessa’s Ice Cream Shop, after his youngest daughter. And he didn’t forget his roots. He brought the flavors and skills he learned from his youth into every aspect of the operation.  

For the entire Figueroa family, owning their own business was exciting, but it also came up with a new set of challenges, and they faced a lot of difficulties during the first couple of years. Like many small business owners in town, they were always worried about making profit and simply keeping the doors open.  

However, a love for the craft kept the Figueroa family going. 

Elias Figueroa Jr. remembers working at the shop through his high school years, and during the summer seasons, alongside his four siblings. 

“All five of us — we’ve all worked there throughout our lives, on and off,” he says. 

In reality, Vanessa’s Ice Cream Shop became a home for three generations of Figueroas — a family legacy. 

Today, Figueroa Sr. is still making ice cream, and his wife, Carmen, takes care of the front-end business with customers. Their daughters still help out at the Winton branch. There’s also young grandchildren running around to make everyone smile. 

Says Figueroa Jr., “It’s beautiful to see the grandkids enjoy the ice cream, and see the process.” 

To commemorate 20 years in business, on Sunday, July 27, Vanessa’s Ice Cream will host their anniversary celebrations at both locations: in Merced at 710 Carol Ave.; and in Winton at 7010 Walnut Ave. 

Customers will have the chance of winning a raffle (purchase not necessary), and every guest leaves with a goodie bag. 

Come and enjoy favorite flavors like cookies and cream, and strawberries and cream. They also have seasonal “nieves” (sorbets) including watermelon and pineapple. 

Fight the heat with a sweet treat from Vanessa’s Ice Cream Shop!