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A family-run paleta shop in Waco has officially gone national. Eduardo Garcia, 29, co-owner of Helados La Azteca, has been named to Forbes’ 30 Under 30 Class of 2026 in the Food & Drink category — a huge milestone for both his family and Mexican-owned small businesses everywhere.
Garcia joined his father Alfredo’s paleta business six years ago, helping transform it from a single local shop into a viral sensation. What started 20 years ago as Alfredo selling paletas on the street after immigrating from Mexico has grown into four locations across Central Texas and nearly $2 million in revenue in 2024.
A big part of that growth came through social media. Helados La Azteca now boasts over 1 million followers across TikTok and Instagram, where fans get a behind-the-scenes look at traditional paleta-making — from hand-packed bolis to bold flavors like mangonada, matcha horchata, coconut, tequila, and mamey.
Eduardo says the Forbes honor isn’t just his. In a heartfelt Instagram post, he credited his dad, his family, and the community that supported them, calling the recognition bigger than himself. He also noted he’s the first Mexican paletero ever named to Forbes 30 Under 30.
From bagging paletas as a kid to representing his culture on a global stage, Garcia’s story proves that tradition, family, and hustle can take you farther than anyone imagines.
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