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Conversations with Aldi Alarcon

Today we’d like to introduce you to Aldi Alarcon.

Hi Aldi, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My name is Aldi. I was born in Mendoza, Argentina, and my mom, sister, and I immigrated from Argentina to Texas when I was 5. I was raised in Texas and have worked in offices and corporate settings since I was 16. At 19 years old, I met my wife, and we began dating long-distance, here in St Louis and Ft. Worth. After months of dating, I decided to move to St Louis so we could start our life together, which later proved to be a great decision on my part. In 2020 we got married at Tower Grove Park.

When the pandemic came about, and we were locked in, like many people, I began to question everything and decided I should make more effort to follow my dreams and be true to myself. I’ve always loved food and being creative. Food is my true passion, and I love eating and began to learn how to cook in my 20s. During the pandemic, I began practicing baking and cooking quite often and decided to start letting other people besides my wife try my dishes. I started selling my food by posting on social media and hosting my sales in my driveway. I would prep, people would walk up and order from a table on my driveway, and my wife was inside frying empanadas! I sold out every single time. I felt utterly satisfied and quickly became addicted to seeing someone smile when they ate my food. I decided to legitimize my business and began working on this project about two years ago, in 2020. I looked for mentors and had some hiccups, but once I could connect to the local food scene, I began getting some experience under my belt by taking second and third jobs at a few of the most popular places in St Louis. I worked at Pappy’s, Hi-Point, and Rockwell Beer Garden while still holding down my courier job during this time, which was an invaluable experience. From there, I met many amazing people who encouraged me, and I began searching for a place to offer my food. I decided on Tower Grove Farmers Market.

Can you talk to us about the challenges and lessons you’ve learned along the way? Would you say it’s been easy or smooth in retrospect?
The challenge that came along with starting my business was first knowledge. I had never worked in a professional kitchen, nor had I ever received any culinary training. Secondly, I had no idea where to begin. I started by joining a few Facebook groups for food truck entrepreneurs and checking it every day to see other people’s questions and learn about the challenges of being a food vendor. I learned a lot from 2020 to 2021 by watching and taking notes. I went to events and paid attention to how people had their booths set up, who had the longest lines, why, and how I could apply this to my business. Lastly, a huge challenge was funding. I decided to start with a tent at TGFM to build a customer base, save up to one day have a food truck, and step up to a brick and mortar. However, I kept my courier job the whole time I did this and still enjoy working there. Not to mention my wife Kassie Fox has also been a fantastic support.


  • Empanadas – 2 for $12
  • Alfajores – $5 each
  • Mini Tres Leches – $8

Contact Info:

Image Credits
Photos by Daniel Reyes @imakemyliferock on insta

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