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San Diego Residents Emiliano Gallego and Cesar Gallego expanded their family pasta business, Pagasa, after being labeled the “Mexican Pasta’’ by the pasta industry.
The stereotypes and labels overshadowed many years of branding efforts by positioning them as outsiders, but the Gallego cousins saw this as an opportunity to reclaim their heritage and take pride in being Mexican.
“Let’s keep it Italian and a few Americans (pasta), but no Mexicans in here“ and “We want to sell your product but we will put you in an ethnic section” are some of the comments Emiliano Gallego and Cesar Gallego receive when selling their product.