Cholo Soy Reopens in the Mission, Marking a New Chapter for a Local Entrepreneur

Surrounded by members of the Mission community and long-time fans of his food, Yeral Caldas opened Cholo Soy at 2801 Folsom St. on March 12. This grand opening in the heart of the Calle 24 Latino Cultural District marks a significant milestone for Yeral—it is his second business in the Mission, building on the sustained success of El Ají (3015 Mission St.).

Supporting small business growth is key to advancing economic mobility for the visionary entrepreneurs in our communities. For Yeral, this new chapter is about more than just a menu; it is about reclaiming his creative vision and passion. “I think it represents reviving my passions again,” Yeral shared during the event.

A Decade of Partnership

MEDA’s relationship with Yeral began in 2012 when he joined El Mercadito at Plaza Adelante, our small business incubator. El Mercadito is designed to be a hub for learning, connection, and advocacy, providing entrepreneurs with the tools and systems that help turn their vision into a reality.

Yeral credits this structured support as the foundation for his success in the San Francisco business landscape:

“For me, basically, MEDA was the support I was looking for to be able to do what I am doing. In one way or another, I sought that support. And I found it at MEDA.”

His connection with Edwin Rodriguez, MEDA’s Associate Director of Business Development, has been a constant throughout Yeral’s journey, providing the professional guidance and mentorship necessary to navigate the complexities of urban entrepreneurship.

Strengthening the Mission Economy

MEDA and our Community Development Financial Institution (CDFI), Fondo Adelante, are proud to have supported Yeral’s growth. His years of hard work have not only strengthened the local Mission economy and created jobs, but have also helped build long-term stability for his family, including achieving homeownership and creating a strong foundation for his children to thrive.

The return of the Cholo Soy brand is a point of immense pride for Yeral. “Cholo Soy is my creation, it is my effort, it is my work, it is my dedication, it is my passion, it is everything,” he explained. “It is like another child to me.”

Yeral when Cholo Soy was at MEDA’s Plaza Adelante building.

Yeral’s journey serves as an inspiration to the many entrepreneurs currently walking through the doors of Plaza Adelante. When asked about the secret to his success, his message was clear:

“The advice is perseverance. Even when you think everything is dark, you have to persevere. One needs to believe in the project, which is the most important thing.”

We invite the community to visit Cholo Soy, enjoy a delicious meal, and support a true Mission success story.

Cholo Soy  2801 Folsom St, San Francisco

Looking to open a business or expand an existing one? Contact our Business Development team here.