El Dorado Bakery

2125 Broadway Blvd SE Albuquerque, NM 87102 (505) 247-2979

“GOOD!  GOOD! and more GOOD!” exults an online review from a satisfied customer of Albuquerque’s El Dorado Bakery. “This little gem of a bakery is probably one of the finest things in Albuquerque’s South East ‘San  Jose’ neighborhood .. . .  People are lined up out the door on a Saturday and Sunday morning.”

Many of those early birds are Mexican immigrants and neighborhood  residents who hunger for the traditional Mexican  breads and pastries that make El Dorado unlike any other bakery anywhere near the intersection of Broadway  and Gibson Boulevards  Southeast. The bakery also serves breakfast and lunch all week and features menudo on weekends.

Owner Ruben Dorado named the bakery after himself in a clever departure from the usual New Mexico translation  of the name for the mythical Cities of Gold. Two of his brothers do the baking, and his sister operates the cash register. It ‘s a tradition they brought to the United States from Chihuahua, Mexico, where their father owned a bakery.

Dorado got his first loan from The Loan Fund in 2004 to open a mobile food cart. A larger loan two years later allowed him to launch the bakery. In 2012, Dorado opened another business-ElDorado Taqueria

on the corner of Avenida Cesar Chavez and Broadway Boulevard. “They speak Spanish, and they gave me all the information  in Spanish,” he said of securing the loans.

While many Loan Fund clients are referred by banks and other traditional  lenders, Dorado followed the path many immigrants take-he went directly to an alternative  lender he knew would understand him, said Norma Valdez, the loan officer who worked with the entrepreneur  on both his loans, tailoring financing  to his specific needs and resources in Dorado’s native language.

“For immigrants in general, the banking industry in their countries  isn ‘t (a resource for) low-income people,” she said . “If you know business, you can express yourself with confidence in your native language. You don ‘t feel inadequate.”