A 60-year-old Tijuana family owned torta shop is now making a pop up in Chula Vista. In a partnership with NOVO Brazil Brewing Co., Chef Pedro Fuentes is bringing Torta WashMobile to NOVO’s Lane Avenue location. The pop-up stand will be there once a week from 4-8 p.m., alternating Tuesdays and Thursdays. Torta WashMobile is known as Tijuana’s first and longest running torta stand, which was named for its location in front of an old car wash. WashMobile uses brisket for the carne asada, panela for the cheese, and a soft roll that comes from a private baking company in Tijuana.
Fuentes said the family business was started by his uncle (Manuel Hernandez), and now they have eight trucks in Tijuana.
“It went with the kids, then the nephews, and it is just expanding,” he said. “We are all family. I am the only one working here. I’ve been doing catering and recently started with NOVO.”
Fuentes said the torta has been the sell for the business since its conception, but with a high demand, they also offer vegetarian and vegan tortas.
“I’ve been doing the vegetarian with grilled panela on top of tomatoes, avocado, and tomato,” he said, adding the vegan sandwich was the same without the grilled panela.
Happy with his experience he is getting working with NOVO, Fuentes said part of it is his friends are always asking when he was going to bring his business across the border.
“With NOVO, I have the opportunity for all my clients to come from San Diego and Los Angeles to eat my tortas,” he said.
“NOVO and tortas are helping each other. Many of my clients go and buy their beer, and for many NOVO clients, it is their first time trying my tortas. I really like the experience of meeting new people and helping the business too.”
Fuentes said he has future plans to buy a food truck for WashMobile and then would like to expand his reach to be able to see other places and work with other businesses as well. “I am very happy at where I am at,” he said.
NOVO Founder Tiago Carneiro said that Tortas WashMobile has been a culinary phenomenon in Tijuana for decades and bringing the phenomenon to NOVO was a no-brainer.
“After seeing the crowd at the pilot event, there was no doubt in my mind that the great people of the South Bay and beyond would further enjoy taking advantage of such a partnership. We love bringing people together at NOVO, and this is another great way to do just that,” he said. “We are grateful to Pedro for setting up shop here and carrying on his uncle’s legacy of the most amazing tortas. It’s a partnership that I hope will last a long time as NOVO continues to build a legacy of its own with award-winning beer.”
