Tenerife's Historic Torre La Paz Bakery Prepares for 50th Anniversary Amidst Revitalization Efforts
Tenerife's historic Torre La Paz pastry shop, nearing its 50th anniversary, is revitalizing its artisanal traditions and expanding its offerings under new leadership.
Torre La Paz, a beloved pastry shop with nearly 50 years of history, is a must-visit for anyone with a sweet tooth. Located on Primo de Rivera street in Tenerife's Salamanca neighborhood, it's one of the oldest bakeries in the capital. For half a century, this family business has been crafting delicious cakes and breads. Now, under the leadership of Alfonso González for the past year, Torre La Paz is preparing to celebrate its 50th anniversary next April.
What started as a small family venture, Torre La Paz once employed up to 90 people and had multiple branches. However, changing consumer habits and competition from industrial bakeries led to a decline in production.
The shop was originally founded by Alfredo and his brother, who established it as a leader in Tenerife's pastry scene. Alfredo, a lifelong pastry chef, is nearing retirement but is currently passing on his expertise to new staff, ensuring the shop's traditional recipes are preserved. González, who has a background in the food industry, took over with the goal of revitalizing the business and restoring it to its former glory, all while staying true to its original quality and character.
González believes that many modern bakeries have lost their soul and local connection due to mass production. He emphasizes Torre La Paz's commitment to artisanal quality, stating, "Currently, for example, no one buys pine nuts because they cost 89 euros a kilo, but at Torre La Paz, we intend to continue offering artisanal quality in every sweet or cake we make."
He also notes the sad trend of long-standing businesses closing, which represents a loss of heritage and family history for the city. González finds great satisfaction when customers share memories of their grandmothers and mothers buying cakes from Torre La Paz, cakes that are still made today. He sees maintaining tradition as their greatest innovation, with the same people who have always made these treats now teaching new generations.
Torre La Paz is now partnering with local Hospitality schools to train aspiring pastry chefs and bakers. The shop also produces artisanal breads in its own oven, which stay fresh longer and are supplied to both the shop and local restaurants.
The bakery is dedicated to using high-quality ingredients to create traditional flavors that appeal to even the most discerning palates, all at a fair price.
Looking ahead, Torre La Paz plans to open on Saturday afternoons, offering customers a chance to enjoy their treats in the shop's charming coffee corner. In the medium term, they will introduce artisanal ice cream and new bread varieties. By the end of 2026, the goal is to launch a franchise model and implement online sales with in-store pickup. González is optimistic, stating, "Expectations are being met, and we are confident in satisfying sugar addicts for many more years to come."