Interview: “It isn’t the age in years, but the miles that one has run”, said Victor Cortez

Aiken is a beautiful and charismatic city in the western county of Aiken (Homonyms) in the state of South Carolina. This charming city is populated by 30,955 habitants according to the 2020 census. In the European colonization era, South Carolina was occupied by various indigenous tribes like the Cusabo, the Catawba, the Yamasee and the Cherokee. The first Europeans who explored the coast of South Carolina where the Spanish back in 1526.They established temporary settlements near present-day Georgetown. In 1562 French Huguenots unsuccessfully tried to find a colony on Parris Island, South Carolina, and in 1566 the Spanish constructed El Fuerte de San Felipe. The city of Aiken was founded in the year 1835 and named in honor of William Aiken, President of the railway of South Carolina in those years.  

Today Aiken South Carolina is home to a variety of proud people from different walks of life. Today, we will specifically introduce the Cortez Family – Beatriz, Victor and their four children. Originally from Morelos Mexico, but they have been part of The United States for over 33 years. They’ve lived in other states including California, Nebraska but have spent most of their time planting roots in South Carolina, 28 years in Aiken. 

“Don Victor” as they call him, tells stories about the beginning. He used to sale popsicles, this is how he met his wife Beatriz, “this is where it all began” he reveals with an enchantment about his flashback. Another odd job Don Victor had was working at some stables maintaining professional polo horses. At the same time, he used to help his wife who at the time worked in a fast-food Japanese restaurant in the mall in the center of the city. Eventually he purchased the Japanese establishment. A few months after that purchase he stumbled upon the opportunity to also take over a second fast food spot at an excellent price that made it a no brainer for him and his wife to jump on immediately. His plan was to make that restaurant a Mexican food place. This was no easy task; they were difficult times with the factors of being new business owners still acquiring experience and also the fact that his children where very young at the time made balancing work schedules very straining. “We made it work!” said Victor throwing his arms up in the air while smiling a huge smile of satisfaction and relief.  

One of the things they had to do to help the Mexican food restaurant succeed was selling the other store they were managing in the mall and purchased 1 in Trenton South Carolina. This one was named “La Pasadita” there it stood for a couple of years until the State created a project to expand the roads that passed right through “La Pasadita”. They had no choice but to sell the property sending them back to Aiken to go back to the drawing board. But this time with the success of a grocery store combined with a restaurant and experience in their pockets the Cortez family created, “Tienda y Taqueria Tres Caminos” and a restaurant called “Don Jalapeño”. Don Victor explains that although this area presents a strong Mexican restaurant presence, he doesn’t feel it’s concerning competition to his brand. He says that thanks to God his businesses still does well regardless of the competition. Our customer base is a combination of 85% North American and about 15% Hispanic and they love our 100% homemade approach. 

“We have worked as well as lived in tranquility here, we are very grateful with this city. When we first arrived, it was very small now it’s completely transformed. Although we have been successful, there is still much to be done.” Says Victor.

He also reveals that his wife Beatriz and him have even considered at some points going beyond their industry and studying English and real estate to explore the possibilities of that world together. They are very curious and ambitious. He says it would be a matter of a lot of studying and also becoming fluent in English. He and his wife discuss their age and their goals often and they are open to any possibility. We joked about how young he truly was, and he responded with a famous quote, which in English translates to, “it isn’t the age in years, but the miles that one has run”. 

We wrap up our conversation discussing what success looks like for the Cortez family. “The plan is that for the next 12 years we will continue to save money to retire comfortably. We will pass on our businesses to our children and by then have explored a different industry as well changing up the pace and slowing down some.” He smiles with peaceful certainty.  

We thank Don Victor for spending his time sharing and reminiscing with us. We wish him the best of luck and continued success in his endeavors.