Alejandro Rodríguez’s creamery and pork butcher’s stall, Vallehermoso Market

Alejandro has lived through the market’s transformation over almost 50 years. He is the longest-serving stallholder, and started as a sales assistant in 1968. He bought his own stall in 1982. He sells a wide range of meat and dairy products at his stall, and at factory prices (he buys directly from the producers).

A feature of Madrid’s Chamberí neighborhood since 1933, the Vallehermoso Market’s raison d’etre is the same as when it first opened its doors to the public: selling quality products. However, today it does so under a new business model in which customers can not only shop there, but also go out for tapas, lunch, or dinner at one of its many catering outlets.