As is the case for a lot of bakers, Jose María Sánchez started exploring the kitchen at an early age. Both his grandfathers were bakers from Gualeguaychu, a town north of Buenos Aires, close to the border with Uruguay. Sánchez was eleven years old when he kneaded dough for the first time. Baking, it seems, was his destiny—a passion he never abandoned.

It was in 1999 that an older Sánchez looking for business ideas wrote down on a notepad something that sparked in him so much excitement he chose to see the project through. Medialunas: the quintessential snack, perfect for breakfast and meriendas shared with friends and family. These half-moon pastries became the key to his new venture. He would make them the heart of the Argentinian bakery.

Today, Sánchez and the success of his medialunas are no secret. Boasting over 150 locations worldwide, Las Medialunas del Abuelo brings delicious, quality Argentinian treats to people across the globe. For the founder of Las Medialunas del Abuelo, the brand represents a connection to family. His maternal grandfather’s face adorns the logo, a chef’s hat sitting on the top of his head like a crown. Never frozen, no conservatives— Sánchez pays homage to his roots in every bite of pastry and uplifts the family baking traditions he inherited from his own abuelos. We hope that his message can reach you: food and family simply go together.