Chefs, wine give Baja a new flavor
Region’s gastro scene is boosting tourism and its image
By Michele Parente6:13 P.M.OCT. 18, 2014Updated12:14 P.M.OCT. 21, 2014
Last Sunday, chef Javier Plascencia was in Buenos Aires promoting Baja cuisine, having just taped an episode of ABC’s “The Taste” in L.A.
On Wednesday, chef Flor Franco was in New York cooking for about 160 editors at Condé Nast, publishers of such titles as The New Yorker, Vanity Fair, Vogue and Condé Nast Traveler.
And during the first week in November, chef Miguel Ángel Guerrero will be in Paris, serving up rustic Baja Med cuisine to the French.
The trio, with about 12 restaurants between them in San Diego, Tijuana, Ensenada and the Valle de Guadalupe, are Baja’s Emissaries of Eating. While out promoting their own businesses and brands, these globe-trotting gastro ambassadors are at the same time shifting the narrative of a region once known more for kidnappings and cartels than quail and kumamotos.
More than just reputation burnishing, Baja’s food and wine are driving new development around the region as well as an influx of first-time visitors from within Mexico, Europe, Asia and Latin America. It’s also reviving tourism from north of the border, which plummeted in 2008 as the global economy sunk and Tijuana’s death rate skyrocketed.