Medina Market

The Medina Market is a convenience store specializing in Latin American food products, some of which you won’t find anywhere else in Northeast Louisiana.

article by VANELIS RIVERA and photography by KELLY MOORE CLARK

THE AMERICAN DREAM HAS BEEN A LONGSTANDING ETHOS OF THE UNITED STATES, drawing people from all over the world to leave the home they love, as well as their beloved family and friends. Many Americans are also driven by the promise of financial freedom, the opportunity for prosperity, success, and upward social mobility. It seems all these dream chasers have one thing in common–the belief that anything can be achieved through hard work. Joining their ranks are mother-daughter team Emma and Jenessy Medina, proudly bringing a delicious piece of their homeland to Monroe and West Monroe by way of Medina Market, a convenience store specializing in Latin American food products, some of which you won’t find anywhere else in Northeast Louisiana.

Emma and her husband left the tropical, coastal town of Trujillo, Honduras, nestled between the Caribbean Sea and the towering peaks of Mount Capiro and Mount Calentura, and took their two children, five year-old Jenessy and her infant brother, to New York. “Mom moved to give us a better education and opportunities for me and my brother,” says Jenessy. For two years, they lived in the Bronx with other family members, until Emma grew tired of the cramped lifestyle of the city. Wanting to find a place to settle down, the family moved to Virginia, where Jenessy was raised. It was her father’s job as an electrician that prompted the family to move further south. As he chased jobs, they moved around for a few years, ending up in Monroe around 2009, which is where Jenessy finished high school. Graduating from the University of Louisiana at Monroe with a bachelor’s degree in psychology, Jenessy landed a job working as a family advocate for the Center for Children and Families, solidifying her place in the community.

Seemingly out of the blue, Emma approached Jenessy expressing her all-time dream of owning her own store. “I think it’s time for us to do something,” she told her daughter. Jenessy agreed, pitching in her administrative expertise and social media savvy. First on the agenda was learning their demographic. “We didn’t know how many Hispanics were in Monroe or how many people would actually use our services,” says Jenessy. Though a few stores in West Monroe cater to the growing Latinx population, most of their products are predominantly from Mexico, and Jenessy’s grocery list would often be left wanting. She sought the Central American products she was raised with, and found herself having to travel to Houston or New Orleans to keep making Honduran favorites. “Trying to figure out what everyone wanted was the hardest thing,” says Jenessy, referring to the diverse population of Latinx people that call Northeast Louisiana home. Keeping in mind they could potentially fill a gap in the Central American and Caribbean product market, buying from vendors became easier. It wasn’t long before the Medina team became confident their well-rounded products could serve a larger portion of the local Latinx community, whether they were from countries like Colombia, El Salvador, Puerto Rico, or the Dominican Republic. “It’s a mixing pot,” says Jenessy.

If you haven’t discovered the flavorful world of Latinx food products, when entering Medina Market you may be instinctually propelled toward their “neighborhood” aisle, lined with the expected quick-grab food staples like Tony’s seasoning, ketchup, mayonnaise, bread, canned goods, and cereal. But Jenessy has witnessed that it doesn’t take long for newcomers to sneak a peek at the other aisles brimming with neatly stacked Spanish-labeled, colorful cans and boxes. It’s only human to be intimidated by the unusual, which is why Jenessy always initially points curious shoppers toward their coffee selections–one of our great unifiers! If you frequent Latin Food Restaurant in West Monroe, then surely you’ve been enchanted by their coffee. The strong robust taste of Pilon, Cuban-style Espresso Coffee, is one Jenessy’s favorites and her top recommendation. Naturally representing her home, she carries the “best coffee of Honduras,” Cafe El Indio, a smooth selection with an intense dark color. Another Caribbean favorite is Café Crema, considered one of the leading coffee brands in the local Puerto Rican market.

It’s difficult for Jenessy to talk about coffee without mentioning the sweet bread treats they carry. In fact, it’s one of their most featured products on their social media accounts. After all, some of these childhood favorites are hard to resist. Emma’s traditional Honduran pan de coco (coconut bread) is a rich sweet roll that uses shredded coconut meat as a filling. These rolls are heavy and unique in taste. Pan dulce (sweet bread) or pan de ojos (eye bread) are also popular, delightfully consisting of a flaky ring of bread rolled in sugar then filled with an orange-flavored cake. On the even more festive side are the vibrant conchas (shell), a soft and sweet Mexican bread characterized by pink, yellow, white, or brown topping that resembles the surface of a seashell (hence, the name). If you’re limiting your coffee intake, these sweets can also be enjoyed with atole (a traditional hot corn-based Mesoamerican beverage) or hot chocolate. Distinct in flavor and texture, Mexican hot chocolate has always stood apart from the rest. Medina Market carries the traditional Ibarra chocolate tablets, laced with cinnamon flavor, and the popular Abuelita powder mix. You can’t go wrong with either, especially when paired with a delectable sweet bread.

While some may not be ready to venture into unfamiliar food territory, one area of Medina Market that is sure to please any self-proclaimed Louisiana cook is undeniably the seasoning aisle. It’s no secret the popularity of Latin American food is partially due to a wide variety of spice blends. Browsing the Medina selections can help you level up any home meal. Jenessy recommends starting with the dry chiles then working up to spice blends like Tajín Clásico Seasoning, a chili lime seasoning blend made with mild chili peppers, lime, and sea salt. More elaborate cooks should give canned chipotles a try, Natura’s Sofrito Criollo (a ready-to-cook sauce made with tomato, chile, onions, and cumin), and/or Jenessy’s current favorite for chicken and taco fillings, chamoy. Dubbed by NPR as “Mexico’s fiesta flavor condiment,” chamoy comes in many forms, but is essentially salted dried fruit spiced with Mexican chiles. “It’s like a sweet and tangy-like syrup that you can put on different things,” says Jenessy.

If you’re still unsure of where to begin your shopping at Medina’s, here are a few products to immediately ask about. A lot of people come in to get Kuii drinks, a refreshing coconut milk with nata de coco (coconut gel) which comes in a variety of flavors like strawberry, mango, pineapple, and melon. “That has been our highest selling item,” says Jenessy who has to keep about five boxes in stock. If you like uncommon flavors, ask about the fruit bars which come in fun and interesting flavors like pistachio, chili mango, strawberry, and arroz con leche (rice with milk). Venture by their freezer and find another heat-quenching fruit snack in the form of ice cream popsicles from Houston. Handmade with fresh fruits, you won’t want to miss these creamy goodies as they are packed with full slices of kiwi and strawberry.

“Often, people that walk in are surprised because they don’t know what to expect from us. Will we greet you in Spanish or English?” Jenessy says lightheartedly, adding, “We’re here to tell you that we are your new Latino faces.” As one of the very few, if not only, Afro-Latinx stores in the area, Emma and Jenessy take pride in their heritage. Not only do they consider themselves part of the growing cultural melting pot of the area, but they also have been overwhelmed by the diversity in their own customers. For instance, from time to time, members of the Muslim community will step into their store thinking they sell Middle Eastern products, a common mistake as the traditional Spanish surname Medina has Moorish origins. “It’s really nice to have that diversity coming in throughout the day,” sasy Jenessy. “It makes me feel really good and it makes us feel like we’re doing something worthwhile.”

Whether you’re a Latina or Latino looking for your childhood food items, an adventurous American wanting to expand their food pantry, or an international resident searching for a unique food shopping experience, Medina Market is sure to have at least one item that will keep you coming back. Friendly and eager to help, Emma and Jenessy are more than happy to show you some of their favorite products and perhaps even treat you to a cup of Cafe El Indio. ¡Salud! Cheers!

Medina Market is located in 2601 Sterlington Rd, Monroe, LA 71203. Visit their store Monday through Saturday between 9AM-8PM or Sunday between 12-4PM. Follow them on Instagram or Facebook to find out more about their products and their upcoming homemade piñata section and coffee bar.

Pollo Guisado con Papas
(Braised Chicken Stew)

Ingredients:
3 tbsp canola oil
1 whole chicken, cut up
 (or 3-4lbs chicken)
1 pinch salt to taste
1 medium onion, chopped
4 cloves garlic, minced
1 tsp Badia Sazon Completo
1/2 cup sofrito
2 medium potatoes, peeled and cubed
1/2 cup tomato sauce
1/2 tsp Don Julio Pepper and Cumin
1 (1.41 oz) packet of sazon seasoning
1/2 cup water
2 medium potatoes

In a large resealable plastic bag, combine sofrito, sazon, Don Julio Pepper and Cumin, and Badia sazon. Add the chicken; seal bag and turn to coat. Refrigerate for at least 8 hours or overnight.
In a large nonstick skillet, heat oil over medium heat; add onion and saute until translucent, about 5 minutes. Add garlic and cook for 1 minute.
Push onion and garlic to the side of skillet and brown chicken adding extra oil if needed. Stir in the potatoes, water, and tomato sauce. Bring to a boil; cover and simmer for 45-60 minutes or until chicken is tender. Add additional water if necessary.
Serve with rice and sweet plantains!