La Michoacana's Tocumbo origins (1932)
In Tocumbo, a small town in Michoacán, Mexico, the paleta business took root in the early 1930s. Families from the town built a sprawling network of ice cream and popsicle shops carrying the "La Michoacana" name across Mexico.
Thousands of shops now operate under the name in Mexico and the US.
The model — independent shops sharing a name and a frozen-dessert tradition — made Michoacana a familiar label in cities with large Mexican communities.
The newly licensed Antojitos La Michoacana plugs into that decades-old brand; its name telegraphs a menu of Mexican ice creams, paletas and snacks before a single item is served.
