LAS CRUCES – Community members and friends have presented themselves in large numbers over the years since the restaurateur’s death on August 18th with stories from Las Cruces icon Roberto Estrada and his limitless generosity.
Estrada was 84 years old when he died, surrounded by his family. He had fought pancreatic cancer.
Funeral services are scheduled for Saturday, August 28, at Las Cruces First Assembly of God, 5605 Bataan Memorial West. A public tour begins at 8:00 a.m. and the service begins at 11:00 a.m. He is buried in the Hillcrest Memorial Gardens on Picacho Avenue.
The services can be viewed virtually at youtube.com/c/LasCrucesFirst and facebook.com/lascrucesfirst/videos.
Estrada was known for helping the community and more, be it with his time or his food. As Pat Crawley of El Sombrero Patio Café said, “He never knows how to say no.”
More:Doña Ana County declares September 1, 2021 Roberto Estrada Day
The Sun News collected stories about Estrada that were told by his many friends and even strangers whom he made a lasting impression.
Tiffany Anaya
“My story with Robert began when he and my father, Joe Anaya, had been friends since junior high. I grew up with his food, be it in his first restaurant or he sent my father food home for our family, ”Anaya wrote.
“About 15 years ago when I was a manager at Dillard’s, I started Roberto organizing all of our big events for the store. From this connection (he) and I began our friendship. There wasn’t a party, baby shower, graduation ceremony, celebration of life reception that I didn’t serve him food. We have always valued each other because I have always looked after him, because he has always looked after me and my family. What began as a networking relationship turned out to be a friendship that I cherished more than I ever expected. To say my dad and I will miss him is definitely an understatement. “
Knights of Columbus’ Amigo of the Year
The Roberto G. Gamboa Council 9527 of the Knights of Columbus presented Estrada with the Amigo of the Year Award on October 26, 2010.
“For years, Roberto Estrada has refused to donate at least once a month when the Knights of Columbus were selling burrito and enchilada dinners. He would donate all of the tortillas, salsa, and sometimes enchilada sauce. Through Mr. Estrada’s charity for our fundraiser, the Knights of Columbus raised money for the many charities the Knights have contributed to! Roberto Estrada was a very generous person who will be missed very much! ”Wrote Joseph Fleming.
Laurie Garay
“This esteemed man was the heart and soul of Las Cruces and helped so many with his hard work, dedication, grace, faith and love with his unique smile and heart of gold,” wrote Laurie Garay.
“Before Roberto’s restaurant was built, I remember going to the Estrada house as a kid, enjoying tacos and always having the best food; the many years his family took me in as a family to help the community serve the enchilada.
“Not only did he create the largest enchilada, but I remember making a giant flour tortilla when the Mesilla Valley Mall opened. I remember serving the longest tamale he created at the Southern New Mexico Fair one year. There were many family laughs when these events ended.
“Roberto has helped my family in many ways. The day he decided to build the restaurant, he contacted our family’s construction company to build the restaurant. When my sister was killed, Roberto’s food trucks loaded our house with food deliveries every day for a week with enough food to feed an army. Robert has always sponsored and endorsed every event I organize, from fundraisers to parties, and donated the food for our 1989 MHS class reunions. There are still so many memories that I miss.
“Still, what I remember most is returning to Las Cruces to enjoy my chilli pepper and real new Mexican food. When I walked into the restaurant, Roberto, Ben Rios, Larry Ramirez, JR Stewart, Ralph Rios and a few others were sitting there with their big smiles and laughter while they sipped their morning coffee. When I saw all these smileys and heard their laughter, I knew that I was home and that everything was fine in my hometown. “
Fred Madrid
Fred Madrid was 15 years old when he met Estrada. He worked at La Bonita Mexican Food Products. Madrid said they bonded over their mutual love for the culinary industry.
Madrid became a chef when he joined the US Army, where he served for 24 years. But he always kept in touch with Estrada. He said the two had talked the whole time – Madrid even helped prepare the giant enchilada every year and donated his experience in cooking for large groups.
Madrid also has a tradition of building gingerbread houses for Estrada and his grandchildren. Every year he would deliver the houses, and he said he planned to continue the tradition with Estrada’s grandchildren and great-grandchildren.
“A lot of people don’t understand the story. If you do it from the heart, you won’t ask anything in return, ”said Madrid of his friend’s generosity.
Leo Martinez
Leo Martinez from Ruidoso met Estrada in 1994 when he opened his restaurant Chileo’s. Estrada immediately began to support his fellow restaurateur and give advice.
Later, when Martinez became Lincoln County Commissioner, he attended Estrada’s morning coffee meetings with local politicians.
“They were Democrats, Republicans, whatever. He just liked everyone, ”said Martinez.
When Martinez broke his pelvis after being bucked off his horse, he spent about a week in rehab in Las Cruces. He said Estrada was sending food for the medical team. His friend worked harder than most, Martinez said when he arrived at his restaurant at 5 a.m. and he wouldn’t leave until 8 or 9 p.m.
“He brings tears of joy to the ground,” said Martinez, who choked on the loss of his dear friend. “He was more than a brother to me.”
Martinez is involved in organizing a matanza in Tularosa every year and said he would invite Estrada. Although he didn’t always go in person, Estrada always sent out tamales, enchiladas, salsa, and chips. This year’s Matanza will take place on September 11th. There will be one minute of silence for everyone who was lost during the 2001 terrorist attack and another minute of silence for everyone who died during the COVID-19 pandemic. Estrada will be among those honored.
Dan Williams
“One personal story I have with (Roberto) concerns my nephew Austin M. Lucero’s short film ‘Invisible For A Day’. I needed a crew lunch for that Sunday because my plan for Saturday lunch after graduation failed at the last minute. I happened to be passing by Roberto so I stopped, ”wrote Dan Williams.
“It was around 8 p.m. and the place was closed. Roberto himself was driving his pickup truck out, but he stopped when I rolled down my window. He asked what I needed and I told him I need lunch for my film crew tomorrow. “What time?” He asked. One. ‘What do you want?’ About 35 burritos with green chilli meat. He said, ‘Bring the crew over at one tomorrow.’
“He had finished and prepared the burritos and we had lunch right in the restaurant before going to the afternoon shoot. From memory. A bulk order in the parking lot between open pickup windows. THAT, my friends, is STELLAR CUSTOMER SERVICE. For that I will personally remember Roberto Estrada. ‘
Social media tributes
“As I drove past his esteemed restaurant (Saturday), I found it incredibly fitting that the (marquee) wished a 2-year-old a happy birthday. This man’s generosity and care will only continue to spread, ”wrote Megan McQueen on Facebook.
“Whenever there was a death in the family, a fundraiser or some other kind of charity event, Roberto was always happy to donate plenty of food. You always knew that he was behind you in times of crisis, ”wrote Isaac Martinez on Facebook.
“I grew up with my disabled grandmother. I remember it was a pleasure for us to go out to eat as she tried to raise disabled grandchildren on a steady income. When we went out to eat at his restaurant he would discount our tickets and or give us free meals so we could enjoy what a great man he was! He always made sure that we children got something to eat, regardless of whether my grandma could afford it or not. I will always remember that, ”wrote Jessica Renee Ghee on Facebook.
Leah Romero is the trend reporter for Las Cruces Sun-News and can be reached on Twitter at 575-418-3442, [email protected] or @rromero_leah.
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