Name of business: Carnitas Purepecha

Type of business: Restaurant

Specialty: Carnitas and other Mexican cuisine

Location: 2430 Geer Rd., Turlock

Contact: (209) 233-6700

History of business:

Antonio and Rosa Sanchez have lived in Turlock for 15 years, working at Gallo Winery for the duration of that time. During the height of the COVID-19 pandemic, extra time at home afforded them the opportunity to tap into one of their true passions: cooking.

On March 24, 2022, the family announced on their social media channels that they would be opening a dine-in restaurant at 2430 Geer Rd. in Turlock. Fast forward to almost exactly a year later this past Friday, their new business, Carnitas Purepecha, finally held a grand opening.

“We have always loved to cook, but we didn’t always know to what extent we loved to cook,” said Rosa. “We both got into cooking at home and we started catering to some events at Gallo while working there. Other people started hearing that we started cooking, so the word of mouth has really helped us. Social media has also been a good push for us, and we finally decided, ‘How about we go all in and bring some of our learnings and our culture?’ Which is Mexican, Michoacán, and bring that to our community, the Turlock community.”

The family’s roots in Michoacán, Mexico are front and center in the name, as the Purepecha are a group of indigenous people centered in the northwestern region of the Mexican state.

“Our main goal is to have people come in and taste our food and leave here as joyful as we are in the process of making it,” Rosa said.

On the menu, the mainstay is obviously carnitas, which is featured in tacos, burritos, tostadas, tortas and can even be sold by the pound. Other meats available include chicharrónes and ribs, which can be prepared in a traditional BBQ sauce or in mole. The restaurant also has a variety of seafood dishes.

The couple also gave an abundance of credit to their three children who have helped make the restaurant a reality, while also offering a few words of wisdom regarding chasing their dreams.

“I’m thankful for my family, three kids who have been helping,” Rosa said. “We never thought that we’d be able to find our real joy in our 40s. So definitely for those watching us or here listening, there is opportunity for growth.”

Among the dozens of family members, friends, and city officials in attendance of Friday’s grand opening ceremony was Gina Blom, the executive director of the Turlock Chamber of Commerce, who put the family’s accomplishment in perspective.

“There’s no better joy than giving joy,” Blom said. “This is truly the American Dream.”

For more information on Carnitas Purepecha, head to their Facebook page, “Carnitas Purepecha,” or follow them on Instagram at @Carnitas_Purepecha.