June 17, 2026
From the restaurant feeding your neighborhood for decades to the corner shop that knows your name, immigrant entrepreneurs are the fabric of California; creating jobs, building community, and driving one of the most dynamic economies in the world.
June 21–27, the San Diego Regional Chamber is teaming up with CA4US to spotlight immigrant-owned businesses across California and calling on all of us to show up, shop local, and share their stories. Learn more about Immigrant Small Business Week here.
We are proud to share the stories of two Chamber member immigrant-owned small businesses: Valerio’s Bakeshop and Casita Colibri Bakery.
The Valerio’s Bakeshop Story
by Mark Philip Valerio Santos, third-generation owner & operator
Founders of Valerio’s Bakeshop
“I am the owner and operator of Valerio’s Bakeshop in National City, a family-owned Filipino bakery founded by my immigrant grandparents, Victor and Milagros Valerio. Through hard work, perseverance, and a passion for sharing Filipino culture, they built a business that has served generations of families and become the foundation of our family’s entrepreneurial journey.
As the next generation, I grew up surrounded by the bakery and witnessed firsthand the sacrifices required to build and sustain a small business. After my grandparents, my mother took on the responsibility of leading the bakery and continued growing the business while preserving the traditions and values that made it special. Inspired by my family’s entrepreneurial spirit, I started my own e-commerce business, which gave me valuable experience in business operations, marketing, and growth.
Eventually, I returned to the family business and stepped into a leadership role, combining the lessons I learned as an entrepreneur with the foundation my family had built over decades. Today, I have the privilege of leading Valerio’s Bakeshop into its next chapter—expanding our reach, introducing new ideas, and finding new ways to connect with our community while remaining rooted in the traditions that have defined us for generations.
My journey reflects the opportunities created through immigrant entrepreneurship. What began with my grandparents’ dream has been carried forward by each generation, and I am proud to continue that legacy while helping create opportunities for others and sharing a piece of Filipino culture with the communities we serve.”
Mark Philip Valerio Santos, third-generation owner & operator
The Casita Colibrí Bakery Story
by Rosalba Bustillos, Founder
Casita Colibrí is a home-based gluten-free Mexican bakery founded in Chula Vista, California, specializing in traditional pan dulce made in a dedicated gluten-free environment. The bakery was born from my personal experience living with celiac disease and the realization that many of the foods that carried memories, comfort, family traditions and most importantly cultural connection were suddenly no longer available to me. After my diagnosis in 2018, I began navigating a world where gluten-free options existed, yet very few reflected my heritage or the foods I had grown up eating.
As a Latina and the daughter of immigrants, food has always been an important part of family everyday life. Pan dulce, bolillos, conchas, and other staples found in Mexican panaderías represent far more than baked goods. They carry generations of stories, traditions, nostalgia and a sense of belonging. As I searched for culturally representative gluten-free alternatives, I discovered a significant gap in the marketplace. The question continued to surface: Why can’t I find the foods that have been part of my life for generations? The answer became the foundation of Casita Colibrí.
Although I did not come from an entrepreneurship background, creating Casita Colibrí felt like a natural response to a need that existed within my own life and within the broader community.
Through this journey, I learned that many Latinos and individuals from diverse cultural backgrounds are living with celiac disease, autoimmune conditions, food allergies and other dietary restrictions. Many have spent years without access to culturally familiar foods that are safe for them to eat. Casita Colibrí exists to answer that need. The bakery is dedicated to bringing gluten-free, celiac-safe Mexican baked goods back into the hearts and homes of people who have gone without them. Every concha, bolillo, empanada and pan dulce created through my bakery represents an opportunity for someone to reconnect with a cherished memory or family tradition.
As the first person in my family to launch a business, I view Casita Colibrí as both a bakery and a platform for advocacy. The business raises awareness about celiac disease, food accessibility and dietary inclusion while highlighting the unique challenges faced by individuals who require medically necessary gluten-free diets. Research continues to show that people who rely on gluten-free foods often pay significantly more for products, encounter fewer options and experience barriers to access within schools, workplaces, food assistance programs and community gatherings. Casita Colibrí contributes to a broader conversation about food equity and representation. The bakery seeks to increase visibility for childhood celiac disease, support families navigating dietary restrictions, encourage greater gluten-free accessibility in public institutions, support those newly diagnosed and celebrate the rich culinary heritage of Mexican and Latino communities. By preserving traditional recipes and reimagining them in a gluten-free format, Casita Colibrí demonstrates that cultural foods can remain accessible, inclusive and alive for future generations.
At its core, Casita Colibrí is culturally forward, built on the belief that no one should have to choose between their health and their heritage while serving a community whose needs have often gone unseen.
Rosalba Bustillos, Casita Colibrí Founder