Slow Baja - Travel Talk With Slow Baja We Meet The Famous Edson

Episode Date: April 16, 2021

Twenty-three-year-old Edson Romero may be the most famous resident of beautiful San Ignacio. His parents, Jackie and Gery, own Edson Ice Cream Shop, a must-stop when traveling through the oasis town. As a youngster, Edson was teaching himself English using google translate. When off-road racers came to town, he would use the opportunity to practice his English to promote his parent's ice cream shop. Touched by his earnestness, the racers returned year after year. They donated jerseys, helmets, and memorabilia, creating a shrine to the sport. Edson's gregarious personality, honesty, and integrity have endeared him to all that have met him. After he helped Walker Evans recover some items stolen from his vehicle, a lasting friendship evolved. Evans stopped in to see Edson and his family every time he passed through. When Edson graduated from High School, Evans stepped up and paid for half of Edson's college tuition! While in college, Edson started a lifestyle brand. He applied the lessons learned from his offroad family to growing his brand by helping others. When a fellow rally driver broke down on the 2021 BajaXL, Edson arranged a tow for him to Ensenada. Learn more about Edson Romero, the Prince of San Ignacio, through the links below. Follow Edson Ice Cream on Instagram here Follow Edson Inc on Instagram here Follow Edson on Instagram here

Hey, this is Michael Emery. Thanks for tuning into the Slow Baja. This podcast is powered by Tequila Fortaleza, handmade in small batches, and hands down, my favorite tequila. Hey, do you have a four-wheel drive? Did you always want to see Baja racing up close and personal? You need to join Slow Baja in the Nora Mexican-1000,

April 23rd through 30th, the Safari class is your way to get your street legal four-wheel drive vehicle up close and into the action. You've got to check out the safari class at nora.com. That's www. n-o-r-r-a.com. Okay, so I had never done a podcast before. Yeah, but you're a talker, and that's all you have to do. You're going to ask me questions? Yeah, just scoot that over a little bit so you're talking into it. There you go.

And so you can look at me and talk to me and there we go. Awesome. Dude, you're a pro. All right. And just talk to me in a normal voice, Edson. Okay. Hey, it's Michael Emery. Slow Baja Travel Talk, and I'm in the famous Edson's ice cream shop in San Ignacio,

and I've got a beautiful date shake that his mom Jackie made for me, and his dad's head he is looking over it. He's going to break my leg if anything untoward is said here. He's showing some muscle, but he's got a fresh Slow Baja tea that he's going to be put on when he goes out. and he's going to look sharp. So, hey, Edson. Yep. Heard a little bit about your story already in just the hour I've been in town, but let's go through it.

All right, let's go. How'd you get started? How'd you become the famous Edson? Well, when I was a little kid, I was really fun of the races, you know, pretty much. I was like, it was my whole life, you know. And as I grew up, watching all these guys coming through town, I was like, I need to talk to them, you know? So I taught myself English in Google Translate, and then when I see people coming into town,

I was like, I need to practice, you know? So I was going over them and trying to talk, you know. And then while I was talking to them, I was like, hey, we have an ice cream shop. You know, you guys want to come and check it out, you know? And they're like, oh, ice cream. And they're like, all right, let's go. So everyone was coming into the ice cream shop, and they were tagging the place, you know. So every time, like next year they were coming into town.

and they were like, oh, let's stop at the ice cream shop. Let's put another sticker, you know? And another thing that I was doing is I was collecting jerseys from the Durba guys, you know. So I was like trying to put the biggest Baja collection, which I think I have the biggest one, because I have like 60-something jerseys in my house. So, I mean, everyone was coming into town, and I was the only kid pretty much speaking English, you know. So I became the little Mexican. friend with all these guys, you know. And then I met Cameron Steele, which was one of the main

guys that got me into the, like the off-road community, you know. He was bringing all this big groups into town and all these like big names, you know, and they were posting it on social media and they were like talking about the ice cream shop, you know. So everyone started getting to another ice cream shop and now every time everyone was coming into town, they were like, oh, we saw the ice cream shop on TV, you know, and they just coming into that, coming in, they just saw all the posters and everything, and they're like, oh, shit, you know, they're like, this is cool. And now it's just, like, like, how do you call that, waypoint and something like that? Everyone's stopped by all the time. Yeah, it's a, it's a shrine. It's a mecca. You got to come and, and stop by, get a date

shake or an ice cream. So maybe it's a question for Jackie or Hetty. How come? How come an ice cream shop? Why did you say, let's open an ice cream shop in San Ignacio? You said that why did you say, because they decided to do a nevary? Why did they're not an ice cream shop in town? So they're like, why not an ice cream shop? You know, they never thought it was going to turn into like an off-road ice cream shop, you know, something like that.

The thing was that I was just hanging with all these guys without knowing that it was going to turn like this, you know. It all has a process, you know, when everything started, you know, and then when I started into the races. And from that point, you know, everyone was like, let's go to the ice cream shop, you know. Everyone was like stopping by and bringing stuff to put it in. And it just happened. It was just a moderate of time hanging out with them.

Hang with them. Sorry. And what year did you move to San Ignacio? San Ignacio. It was in the 2010, I'm? Yeah. In 2010, we move here. 2010.

You're 23, I heard. I'm 23. Just turned 23. Yeah, I just turned 23. Awesome. Yeah. All right. And so you like to skateboard around town, see what's going on, help people when you can.

I saw you're involved. Yeah, I mean, since I was a kid, I mean, the only thing that we could do here in La Plaza was riding bikes or skate, you know. So all the time I was skating out here, I was watching people going to Scorpion Bay, you know, or stopping by or something. something. So I was all the time friendly and I was like, showed up and say hi, you know, if they need anything or if they want to know something about town, you know, and I give him a little tour and I started being friends with all these kind of people, you know, surfer, soft road, anything, you know.

Even though like my parents now they have like a contract with all these guys from states, they have big tours with RBs and they all come here to San Ignacio, they stay at the hotels And at the afternoons, they all come to the ice cream shop and they get ice cream and stuff like that. So from a little idea, you know, it turned out into something weird that we thought that it was going to be, you know. That's great. And tell me a little bit about San Ignacio. Tell me a little bit about the history and what, I mean, it's a beautiful little town.

San Ignacio. I mean, I love San Ignacio, you know. It's an oasis in the middle of that peninsula, you know. You're driving in the middle of the desert. and then once you get to this point, you know, there's a lot of palm trees and there's oasis, you know. So the town has a church that it was built in 1728. It's almost 300 years old, which is, I think, one of the prettiest attractives from St. Ignatio. Everyone just come to see the church.

Plus, we have all these trees, you know, and they make it look pretty, you know. It really is. It's beautiful. And, you know, I mean, San Ignacio, it's like an old school town, you know. There's probably 2,000 people that live here, and they don't really, like, let a lot of new people to move in, you know? It's kind of like an old school. Like, if you want to do business with someone, you got to know that person, or that person got to know your family and stuff like that. So it's a really small town than everyone knows each other.

So, I mean, it's really cool. And most of the people, they're from La Bocana or Punta Briojos or Tortugas. People they used to work at the cooperatives, and they used to go fish and stuff like that. They got all and they got retired, and so they just moved out here. Tell me about the dates. Your mother made me a beautiful date shake. It's beautiful. Fantastic.

And we stayed in San Juanico at the SGA Surf Society's beautiful house with a, Jeffrey Westman and he said you have to have to have to get the date cake. He said he gets it, he eats it by the time he gets to his house. He said that he was in San Juanico, there with an amido of them and that they said they came to prove the pan of datil, that's always here, that he'll come here, that when he goes to pay that he goes to go to San Juanico. So tell me about the dates. Date palms are all over?

Well, there's three types of palms. trees here in San Ignacio. One of them, they're males, and they don't produce any, any, any dates. There's another one that has the dates, but there's some, some, like, dry dates, you know? And there's another palm that has, it's called the Mejul, which is the greatest date, you know, like the greatest type. And, I mean, the dates are really good for the body, you know, it helps you for your digestion and your blood pressure and, you know, and all that. So a lot of people here in San Ignacio, they just, they eat it for health, you know, and they said it's good for sleep too at night. And it has some different, some

other benefits because out of the seat, you can make kind of like a coffee thing. So you, you roast the seat and he has the same process as coffee. And then you're going to, it's going to come out the same way. So you put it on the, on the coffee maker. and then it's going to make you like a tea. And then you drink it, and then it will help you clean your stomach. And then it gives you energy, but it doesn't have any caffeine. Wow. I'm learning something right here with Edson in the ice cream shop.

Hey, you started a lifestyle brand. Oh, yeah. I did. Let's talk about that. Well, when I was in high school, I got a project. My last year in high school, they were like, you need to do a project, you know, something that you have to create. And then I was thinking, what should I do?

You know, like, what can I do to present in school? And then I was, as I said, I grew up with all these guys from the races, and they were like, you should start a brand. You know, everyone knows you. And I was like, damn, I need to find a name, you know. And I was like, looking for a name, looking for a name. And I came out with a name called Moncloa. And I asked my friends, and they're like, that sounds like a resort.

You can use that. And they're like, why don't you use your name? Because everyone knows you already so you can market your own name, you know, as the own eels or all those guys. So I was like, let's do it. So I contacted one of my friends and I was like, dude, I need to do a logo, you know. I want to do something really simple, but something that people can remember, you know. So he just made my name and I was like, that's not good. You know, I was like, this is not good.

So I contacted another friend. I was like, dude, I need something simple, like super simple lines or something that I could use my name. And he came out with this logo right here that you can see. And he's like, I was like, sorry, I was like, that's the cleanest logo I ever seen. You know, I was like, all right, let's do it. Let's use that one. So I presented in high school. And then after that, I moved to Ensenada because I was going to do college.

and when I went to college, I met a friend, and I was like, you know what, I have a project. I want to do a brand, you know, I want to start it. And at that time, I didn't have any money, you know, with me. So I was like, I need to want to invest some money so I can start it. So he was like, all right, let's do it. And so I was like, okay, I'm going to start looking for embryon places and stuff, you know. So I called these guys, and they're like, yeah, we can make you a prototype or something,

just send us the logo, blah, blah, blah. So I sent them the logo, and then next day, they just made me a clean patch. So I was like, it looks so clean. So I was like, I'm going to order some hats. So I order 30 hats, and then I got him in one day. I got him in my brardy in like three days. And then in just one night, I just sold all of them.

So I was like, I can make some money with this, you know? And as I was into the offer community, I was like starting hitting it up all my friends. You know, I was like, hey, I'm doing my own brand. Like, hey, can you help me with that? And I was like, can you wear my shirts or can you wear my hats? And they're like, yeah, yeah, yeah. So I was like getting into that market, but I realized I was like I want to help like the kids in Mexico too, you know.

So I contact all these kids from Enshana that they were like MMA fighters, gymnastics guys, surfers and all that. and they were good and they got people on social media, you know. So I was like, if I want to start doing something, I better do it in my country, you know. So I started it with all those guys and started giving them in shirts and hats. And when I had some money, I gave him some money, you know. So I just kind of like start with them. And then from that, all this kid, they just turned out into like big time athletes. The gymnastic guy, he just won the Pan American Games.

in Peru. He got gold, and then I have the OERKid, the MMA kid. He has won three world titles. And then I had Jay Jones, which is like a NASCAR driver right now, late new model NASCAR driver or something like that. And then I have some other boxers that they just started and stuff like that. So far, so good, you know, I'm doing it by myself right now. and then things are getting there, you know.

It just matter of time, you know. As I said, I'm doing it by myself, but I'm doing it right, you know. You know, we can't wait to drive our old land cruiser down to Baja, and when we go, we go with Baja Bound Insurance. Their website's fast and easy to use, Baja Bound Insurance, serving Mexico travelers since 1994. Edson, let's talk about how much the off-road... and community has meant to you in your life.

You just told me that Walker Evans helped put you through college. Yeah, well, I met Walker. I'm going to tell you a little story before that. So first time I met Walker, he came into town, and he forgot some stuff on his car. And we were at Racing Beans, and I saw all these kids running around, you know, and I saw them grabbing the stuff.

So I was like They were my friends So I was like I'm gonna tell Walker you know I was like fuck it I'm gonna tell him So I went straight to the restaurant I'm like you just got robbed And I can take you

Where your stuff are If you take me on the ride on your car I was like I was like let's do it He's like all right let's go So we came in and his class one And we just came into town And we went over the houses We got the stuff

And then he's like You're a good guy And then after that, every time he was coming into town, he's like, let's go to L'Oredo, let's go to La Paz, let's go to Cabo. And I started growing up, you know, and by the time it was time to go to college, he was like, I'm going to pay half of your college. And I was like, wait a minute, what? He's like, yeah, I'm going to pay half of your college.

So I moved to Ensenada, and then I went to this private school, and then my parents, they pay half of it, and Walker paid dollar half of it. And then another story that I have from the off-road community was that... How did it was 2014? It was a big hurricane that came into town, and then it was a big water coming into the... ...the river... ...the river that we have here, and it destroyed all the... all the payment and everything.

So it was one week that we couldn't cross into town and there was no electricity, no water, not anything. So we couldn't come to the ice cream shop and we lose all the ice cream. And one of the guys from Cameron Steel, his name is Ken Neal. He contact me and he's like, I'm gonna give your parents some money

so you guys can buy all the ice cream again and then you guys can work again. And then he sent my parents five grand. Wow. And then they just bought all the ice cream again and they put everything back. What do you make of that? I mean, what do you make of that level of generosity? Because I always ask people who are here to explain Baja to them,

but explain the Baja racing community to me. What do you make of that? Well, I mean, everything I know pretty much I have learned through the Overep community, you know. So to me, I think it means. everything you know because that's where I learned about business friendship family you know so I think the Avrad family is just a huge community that helps each other you know everyone is so kind and everyone is so friendly you know they just want to help and they just want to have fun what do you know about Kurt Ladook

Kurt Leduc I met him when I was I think like when I was probably like 12. He was racing beans, and then I showed up, and I remember, I think it was after Nora, something like that. And then he has a big racet, and I was like, hey, can you give me your racet? He's like, no, but you can take a picture with it. I'm like, all right, and I jump in, jump in a racet, and I took a picture with him.

And then next thing you know, every time he was coming into town, he was looking for me. He's like, oh, I met this kid. I met this kid. And he took a picture with my race suit. And then he started coming down with camera and then we start being friends, you know? And then every time he's down here in Baja, he always stopped by. And then I became friends with his son Kyle and Todd. So I am with them all the time too. Awesome. All right. Well, one more time, Edson. Tell us where people can find you on Instagram and Facebook. They can find me on Instagram as Edson Inc. Edson, then underscore Inc. It's underscore, right? Yep.

Edson Cargola as my personal one, and then I have Edson ice cream shop too on Instagram. Awesome. All right. Thanks a bunch, Edson. I appreciate it. No problem. Cheers. to make me look good in Baja, and I never took it off. I was wearing that stuff for 10 days straight.

That vertical jacket is a handsome, handsome jacket, in the truck, under the truck, at dinner, Taylor Stitch, clothes that are meant to wear in, not out. Folks, you made it this far. I got to ask you, please help us out. Rate it, review it if you're on iTunes, share it with a friend. Go to Slowbaha.com or Slowbaha on Instagram or Facebook and get some stickers, hats, t-shirts. Every little bit helps me put a gallon of gas in the old FJ40 or a taco in my belly. So please do what you can to help out. I really appreciate it.