I didn't set out to start a taco tour company. I set out to understand why certain places — and certain plates of food — made me feel more alive than anything I'd experienced before.
This is the story of how Provecho came to be. It's a story about food, yes. But more than that, it's a story about people and places that changed me.
Holbox: Where It Started
The first time I felt truly at home in Mexico was on Isla Holbox, a small island off the Yucatán coast where the roads are sand and the main mode of transportation is golf cart.
I went there on a whim, stayed in a hostel, and spent two weeks eating ceviche on the beach, watching bioluminescence at night, and having long conversations with travelers from around the world. The pace was different. The priorities were different. Food wasn't something you rushed through — it was the structure around which everything else organized.
I remember sitting at a plastic table, eating the best fish tacos of my life, and thinking: this is what I want more of.
Isla Espíritu Santo: Learning to Be Present
A few months later, I found myself on Isla Espíritu Santo, a UNESCO World Heritage site in the Sea of Cortez. No electricity. No phone signal. Just desert landscape, turquoise water, and sea lions who were curious about the weird gringo camping on their beach.
The food there was simple — whatever we'd brought in coolers, cooked over a camp stove. But eating became ceremonial. When you're that far from convenience, every meal matters. Every ingredient matters. You don't waste anything.
That trip taught me something about presence that I've tried to carry into everything I do since. Including Provecho.
Querétaro: The Friends Who Became Family
Querétaro is where I found my Mexican family. Not by blood, but by choice.
I met a group of locals through a language exchange. They invited me to a carne asada. That carne asada turned into a standing invitation — every Sunday, rain or shine, we'd gather at someone's house, grill meat, make tortillas, and talk for hours.
Those Sundays taught me more about Mexican food culture than any restaurant ever could. Food here isn't about the dish. It's about the people you share it with. The meal is just the excuse to be together.
Some of those friends are now Provecho guides. The spirit of those Sunday asadas is what we try to recreate on every tour.
Oaxaca: Understanding Depth
Oaxaca broke my brain open about what Mexican food could be.
Before Oaxaca, I thought I understood tacos. Then I encountered tlayudas, memelas, tejate, seven different moles, mezcal made by families who had been distilling for generations, and a food culture so deep and so regional that you could spend years exploring just this one state.
Oaxaca taught me humility. It taught me that the more you learn about Mexican cuisine, the more you realize how much you don't know. And that's beautiful. That's what keeps it interesting.
Mexico City: Putting It All Together
When I finally landed in Mexico City, all of these threads came together.
The presence I learned in Espíritu Santo. The community I found in Querétaro. The depth I discovered in Oaxaca. The joy I first felt in Holbox. All of it was here, condensed into 22 million people and more tacos than I could eat in a lifetime.
Provecho Taco Tours is my attempt to share what this city — and this country — has given me. Not just the food, but the feeling. The sense that life is richer when you slow down, pay attention, and break bread with people who become friends.
Join Us
If any of this resonates, I'd love to meet you. Come on a tour. Eat some tacos. Let's talk about the places that changed us.
That's what Provecho is really about.
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