MILWAUKEE — The simple pleasure of enjoying ice cream on a hot summer day evokes nostalgia, whether it’s at a festival or a sporting event. For many, the sound of an ice cream truck song brings back fond memories, similar to the cheerful ringing of a paletero’s bells as they stroll through the streets.
A paletero is a vendor of Mexican-style ice cream and popsicles known as paletas. While several companies operate in Milwaukee, none rival the popularity of Paletería Yayo.
Owner Rene Adan expressed pride in bringing a slice of Mexican culture to the U.S. “It feels good to share a piece of Mexico and our Latin culture with the community,” he said.
Adan founded Paletería Yayo six years ago, and his team has grown to over 30 employees who distribute paletas throughout the city. During peak season, the company sells approximately 6,000 paletas a day.
“It’s a dream come true,” Adan reflected. “Everything started with me pushing a cart.”
Originally from Mexico, Adan worked as a producer for a television show before immigrating to the United States in 2007. His first job here was as a paletero, a role that allowed him to experience the challenges and triumphs that his employees face. Adan has endured both success and setbacks, including instances of robbery, throughout his 17 years in the paleteria business.
“I feel proud,” he said. “When we immigrate, we leave behind a part of ourselves, seeking better opportunities for our families. Building a successful paleteria from scratch gives me a sense of accomplishment.”
Looking ahead, Adan aims to expand Paletería Yayo beyond Milwaukee to other cities and states. “Since I started with just a cart, I’ve always envisioned having a full paleteria. We don’t just sell paletas; we offer an experience—the sound of the bells tells people a paletero is nearby,” he said.
Paletas hold deep cultural significance, symbolizing Mexican heritage and identity. The ringing of the bells is iconic, prompting many to purchase a paleta upon hearing it.
“Almost everyone loves paletas,” said Baltazar Perez, a paletero for Paletería Yayo. “Kids often lead their parents to buy them.”
The sound of the bell brings joy to children, who recognize it and rush to meet him.
Paletería Yayo’s frozen treats are available throughout the city, from festivals to major sporting events, including Bucks and Brewers games. Adan has plans to introduce his paletas to other cities by 2025.
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