The Portuguese store 'O Prego,' which specializes in selling Portuguese and Brazilian goods, currently operates in San Marcos, California, in San Diego County. According to owner João da Silva Nunes, the store plans to expand to Los Angeles in 2027 and possibly open other sales points.
The entrepreneur noted that Los Angeles is a large city with huge traffic congestion, so he would like to create several access points for the local community in that city. He emphasized that the demand for Portuguese products is stable, but there is no market in Los Angeles where such products can be purchased, as the only similar store, Portugal Imports, moved to Fountain Valley in Orange County.
Nunes explained his strategy: 'O Prego' should become the base, and then he intends to open smaller stores that will be supplied from this main point. He added that he hopes to start this next year if everything goes well.
However, the expansion has been postponed due to economic uncertainty, which includes the rising cost of living, high fuel prices, tariffs, and declining consumer demand. 'Everything is stagnant right now because we don't know what will happen tomorrow, so we will wait a while until we gain confidence,' shared the entrepreneur. He expects the November 3rd midterm elections to bring greater stability, allowing him to take more risks when the direction of the country's economy becomes clearer.
Currently, the store owner is focused on serving customers and promoting the most sought-after products, while also striving to increase the assortment when possible. The biggest hit is pastel de nata, which sells between four and six thousand units monthly; the dough is imported from Portugal, and the filling is prepared in-house.
Cheeses, sausages, Benish buns, and tremços are also in high demand. João da Silva Nunes mentioned that customers also like products such as honey, sweets, and cereals, 'which remind them a little of childhood.' He added that it is pleasant for them to offer such products to their community, as it is part of their mission—'to remember our youth.'
In the pastry section, one can find Berlin rolls and rice cakes, and the product selection includes frozen soft eggs, culinary broths, canned tuna, Portuguese rice, papo-secos, and even cat tongues. Additionally, azulejo patterned aprons, Portuguese cookbooks, and cork products such as earrings and bracelets are available.
Many market visitors are not Portuguese, but they show interest in typical products. On weekends, the terrace is often filled with customers looking for misto toasts, Portuguese-style bifanas, francesinha, and, of course, prego on bread. The entrepreneur noted that 'Portugal is currently fashionable,' as many people travel to Portugal and the islands, and after returning to the US, look for small souvenirs that they liked during their visit to their homeland.
