Helados La Azteca CEO Eduardo “Lalo” Garcia credits two decades of family work, Mexican heritage, and strong community support for national recognition.
WACO, Texas — A Waco business owner is getting national attention after earning a spot on one of the most exclusive lists in the country. But for him, the honor represents more than business success — it’s a story of family, culture, and the community that helped bring a slice of Mexico to Central Texas.
“I was surprised at first, very excited, but more than anything I was thankful,” said Eduardo “Lalo” Garcia, CEO and co-founder of Helados La Azteca. “I was thankful for what my father did for me to be able to put me in the situation I am now.”
For the 29-year-old, the path to the Forbes “30 Under 30” Food and Drink list started long before social media followers and lines outside his stores. It began more than 20 years ago, when he was eight, bagging popsicles in the back of his family’s first shop in Waco.
“This is in our blood, man,” Garcia said. “Not just the paletería… Hispanics, Latinos — we want to grow, we want to do better in life. My dad started this to provide for his family, and he taught us always to look further than what’s right in front of us.”
Over the last six years, Garcia has transformed Helados La Azteca from a single shop with no online presence into what Forbes calls a “viral tourist stop,” drawing millions of views across TikTok and Instagram.
But Garcia says the brand’s growth is about more than numbers. For him, it’s about identity — and giving customers, Latino or not, a chance to feel the flavor of Mexico the moment they walk in.
“We bring a taste of Mexico,” he said. “Some people can’t go back and experience what they did as kids. So when they walk in, they hear the music, see the piñatas, hear our bilingual staff, it’s nostalgic. And for others, it’s something brand new.”
For his father, Alfredo Garcia — who immigrated from Mexicali, Mexico — the recognition is significant.
“And now I feel very happy and content to support my children, who are now adults involved in the ice cream shop, Alferdo said. “And now that they gave this trophy to my son Eduardo, well, he is the main reason, and we also gave him our support, and we all feel happy and content because they gave my son this recognition.”
As for what comes next, Lalo says he’s far from finished. With more stores planned and new ideas on the way, he hopes to keep expanding across Texas and growing online — while teaching others the craft his family has perfected for decades.
According to Garcia, Helados La Azteca also made history as the first paletería ever featured on the Forbes “30 Under 30” list.
