Our Story

Juan Love. War. And a Golden Recipe
The history of La Segunda Central Bakery started with a soldier’s personal vision in the late 19th Century. Out of war came Juan Moré's love for the taste of authentic Cuban bread. He was born in the Catalan region of Spain and fought in the Spanish-American War in Cuba. There, he discovered a traditional recipe for Cuban bread, the adventure of a new country and a new opportunity. Recipe in hand, he set forth to create the bakery of his dreams in the thriving Cuban district of Ybor City, Florida.

Around the start of World War I, Moré joined a co-op of fellow bakers and cigar makers to open three bakeries: La Primera, La Segunda and La Tercera in the Tampa area. When the other two bakeries folded, Juan purchased La Segunda Central Bakery, which stands today as one of Ybor’s coveted landmark buildings representing the Cuban-American era. Juan’s attention to his recipes, his people and his customers is reflected today, with locals stopping in for their daily café con leche and Cuban toast, while trucks depart to deliver the crusty Cuban bread to restaurants and markets around the country.

Four generations for a family business rich in heart.

generations