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El Morro Bakery opens on North Clinton Ave.

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el morro_bakeryMayor Lovely Warren joined City Councilmember Jacklyn Ortiz, and business owners Pedro Ortiz and Brenda Rios, Nov. 18, to celebrate the grand opening of El Morro Bakery, a business which will specialize in baked goods and desserts from Puerto Rico in the heart of an area called La Avenida in Rochester.

Warren said the bakery will specialize in goods from the area because so many city residents have emigrated from Puerto Rico.

“El Morro is going to be a wonderful addition to N. Clinton Ave.,” Warren stated. “Many people who live here will enjoy favorite foods from their native land, and others will travel from outside the neighborhood to find unique and special items they won’t find in other bakeries. When they get here, they’ll see all the great things that are happening in this neighborhood, and they’ll tell their friends about it.”

Rios and Ortiz also own Borinquen Jewelry, which is in an adjoining storefront in the same building as El Morro, at 980 N. Clinton Ave.

El Morro has 5 employees, and has been named for a historic fort and national monument in San Juan, Puerto Rico, they said.

North Clinton Ave. is home to the city’s largest concentration of Latino residents, many of whom – if not most – are from Puerto Rico, or are of Puerto Rican descent, according to city officials.

In addition, about 39 percent of residents who live within the “immediate trade area,” a one-mile radius of the intersection of Clinton and Clifford Avenues, are Latino.

The opening of El Morro is a part of the city’s ongoing vision for the La Avenida area, which has called for developing a market niche with a focus on Latino, and other multi-cultural offerings, of goods and services.