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Fall 2026

Passions key to life in the Valley Page 6

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If one quality is common among the people of the Imperial Valley, it is passion— passion for their community and for the activities that both drive them and inspire others. Not even the extreme summer heat can stop people from engaging in the activities so important to their lives, but as we take those first seasonal steps from summer to fall, those passions gain a little extra spark. At Imperial Valley Alive, we are driven by a passion to share your stories, highlight what makes each of you unique, and believe that everyone in the Valley has a story worth sharing. For this fall edition, we had the chance to interview a number of Imperial Valley residents about their passions, from their sporting activities to their expression of culture, to the work they do in the community. We hope you enjoy reading their stories as much as we enjoyed conducting the interviews and writing them. In the pages

ahead, you’ll read about the women who make up the Las Flores del Valle Ballet Folklorico dance group based in Brawley. The dance group performs throughout the Valley and beyond. As a non-profit group, it collects donations from its performances and donates them to other organizations that provide services to the Valley. The women in the folklorico dance group said it means a great deal to share their passion for dance and their culture with the Valley, using their dances to share the unique stories of the states of Mexico. Then, in honor of the 70th annual Cattle Call Rodeo coming November 13, 14, and 15, this edition features a story on the history of team roping in the Imperial Valley. Through interviews with local team ropers past and present, including Carter Taylor and John Muse of Brawley and father-and-son team Alfredo and Miguel Ruiz of Imperial, the history of team roping in the Valley comes to life. Each of the men shared their love for the sport and the commitment it takes to compete against some of the best team ropers in the world, many of whom have converged on Brawley for Cattle Call year after year. Also related to rodeo, we have a story on a new effort by the Cattle Call Rodeo Committee that highlights the committee’s passion not only for the sport of rodeo but also for serving the community. This year, for the first time, Cattle Call Rodeo will participate in a program called Golden Circle of Champions, a national effort to raise money to support those dealing with childhood cancer. Committee member Victor “Chino” Torres shares how important this program is for raising awareness and money to help local youth. In this first year of this initiative, two local youth, Quentin Godoy, 13, of Imperial, and Nicolette Ruiz Vasquez, 4, of El Centro, will be honored by the rodeo. In the pages that follow is a story on El Centro resident Brock Heger, who is very quickly becoming a legend in the sport of off-roading. In 2025, he became the first American to win his racecar class in the

Dakar Rally, a 5,000-mile race across Saudi Arabia. He repeated the feat this year. His goal is to become the fastest offroad racer ever, and when he is out there in the middle of the desert, he’s racing for his family, his community, his team, and to represent the Imperial Valley. This edition also includes a story recognizing that the United Nations, with support of the California Farm Bureau, named 2026 the Year of the Woman Farmer. In honor of that recognition, we interviewed four Imperial Valley women who work in local agriculture. Each spoke of her passion for protecting agriculture and her wish to inspire other women to consider an ag career. The women include Corey Peeks of Vessey & Co. farming operation; Ana Pastana, a plant pathologist for the University of California Cooperative Extension; Emily Irunguray-McFaddin of Triple I Press, and Sharon Stegmuller of Imperial Valley Premix. Finally, in continuing with agriculture, this edition features a story about local farmers growing a relatively new crop for the Valley called Little Gem lettuce. The Little Gem is a small, sweet, and crisp hybrid of romaine and butter lettuce. Local growers are putting their faith in the crop as part of their vegetable rotation, and so far, it's proving its value. We offer these stories as part of our ongoing effort to highlight what makes this Valley and the people who live here unique. The Imperial Valley truly is a special place, and while it may have its challenges, especially during the extreme summer heat, it remains a region filled with passion, excitement, history, and tremendous potential for the future. We hope you enjoy the stories, and we urge you to send us stories you think we should share with the Imperial Valley. After all, you make IV Alive what it is, and we thank you for that.  Fall 2026

INDEX |

PG 8

Volume 11, Number 1 EDITORS & PUBLISHERS Bill Gay Sue Gay Susan Giller Bill Amidon

CONTRIBUTING EDITOR Darren Simon

CONTRIBUTORS Bill Gay Caitlin Chávez Daniela Fernandez Susan Giller Kayla Guerrero Blake Nelson Darren Simon

COVER PHOTO Joselito N. Villero

PHOTOGRAPHERS

Off-road Racer |

Folklorico Dance | Group shares love for tradition, culture . . . . . . . . . . . . . . . . . . . Page 6

Team Roping | Local ropers share their love for the sport . . . . . . . . . . . . . . . . . . . . Page 8

Joselito N. Villero

GRAPHIC DESIGNER Alejandra Noriega

WEB DESIGNERS Sergio Uriarte Jesus Uriarte

The Golden Circle |

Rodeo throws lasso to fight pediatric cancer. . . . . . . . . . . . . . . . . . .Page 10

Brock Heger is becoming best of the best . . . . . . . . . . . . . . . . . . . . . . . .Page 12

VALLEY AGRICULTURE AND BUSINESS SECTION Women in Ag UN recognizes contributions worldwide . . . . . . . . . . . . . . . .Page 16

Little Gems New crop becomes an Imperial Valley winter jewel . . . . . . . . .Page 18

SALES Bill Amidon Isabella Flores John Lovecchio

ADVERTISING bill.amidon@reliancepr.com 760-693-5330

SUBSCRIPTIONS Send name, address and email address along with $27.00 (tax included) for annual subscription to:

Reliance Public Relations, Inc. P.O. Box 1944 • El Centro, CA 92244 www.imperialvalleyalive.com

IMPERIAL VALLEY ALIVE! is published quarterly by Reliance Public Relations, Inc. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical for any purpose without the written permission of Reliance Public Relations, Inc. 4

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COVER PHOTO: Las Flores del Valle Ballet Folklorico. -Photo by Joselito N. Villero.

PG 6 PG 16

PG 10

Inside | Publishers’ Message,

Calendar of Events, . . . .

. . . . . . . . . . . . . . Page 3

. . . . . . . . . . . . . . . Page 14 Valley Eateries, . . . . .. .

Kid Wise, . . . . .Page 20

. . . . . . . . . . . . . Page 21

PG 12

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Folklorico

each region,” Martinez said. Mary Jane Guerrero of Brawley, the group’s treasurer, who has been with Group shares love the dance group with her mom and for tradition, culture younger sister since it formed, said the group remains dedicated to serving the community with traditional dances, reflecting the regions that many local residents once called home. become a nonprofit, performing for The group has performed for various donations that are returned to the local parades, as well as special community through gifts to organizations performances in Riverside County, that provide services to benefit residents. Mexicali, Yuma, San Diego, and Garden Amparo Martinez of Brawley, the Grove, where groups from throughout dancers’ president for four years, said the nation also participate. sharing their culture with the community The group’s dancers range in age from and each other is meaningful. “Each one 24 to 76. of us has ancestry in different parts of “The beauty of tradition isn’t just about Mexico; that’s why we love to represent tradition. It can adapt, and it can still grow,” Guerrero said. “How are we going to limit someone who has the passion to dance just because they aren’t able, especially when the soul is willing?” In keeping with tradition and

Dance

By Kayla Guerrero During a recent practice in Heber, ribbons of red, yellow, green, orange, and pink spun and whipped through the air, creating a wall of color as the Las Flores Del Valle Ballet Folklorico dance group prepared for a new season of performances in the Valley and beyond. The dance group practices weekly, sharing their skills, knowledge, and passion for their heritage as they choreograph nostalgic routines that celebrate culture and honor Mexico's regions. In hand-sewn dresses with ribbons, patterns, and embroidery representing Mexico's different states, the dancers swirled rhythmically as they practiced, their heels stomping and clicking in unison, each step telling a cultural story. Las Flores Del Valle Ballet Folklorico was founded in 2016 by Andrea Salazar of Brawley, who had danced with Brawley’s Hidalgo Society since she was a little girl and wanted to create a group for adults to share their love of dance and culture. As the group expanded, the women decided to

Fall 2026

preserving culture, the group performs routines from Jalisco, Chiapas, Veracruz, Nuevo Leon, and Baja. The dancers study under professionals, work with other dance groups, and split up to participate in three-day festivals like Danzantes Unidos in Fresno to learn the styles of different states, then come together to teach each other what they’ve learned. Guerrero choreographed one of the group’s fan favorites called “the jaripeo,” which celebrates the escaramuza–an all-female Mexican rodeo-style event where riders perform choreographed maneuvers while riding side-saddled and wearing sombreros and traditional dresses. Guerrero’s choreography includes fierce footwork inspired by the Mexican rodeo event. In August, the team of dancers, dressed in full attire, gathered in Heber for a practice run before their performance schedule that began in September with Mexican Independence Day. As they readied for “the jaripeo,” Guerrero flashed a smile, making the traditional dance seem simple enough for anyone to join. The beads of sweat on her forehead reminded enthusiasts how rigorous the dance is and how much hard work it takes to bring the tradition to life. The group of 21 takes turns performing different dance styles that reflect Mexico’s history and culture. “It’s a wonderful experience. Making

Members of Las Flores Del Valle Ballet Folklorico. - Photos by Joselito N. Villero that connection and sharing that culture throughout other counties and other communities as well–it’s just that reinforcement that our culture is still thriving, and it's vibrant,” Guerrero said. Her younger sister, Lupita Guerrero, started dancing with her church when she was 8 years old, but stopped after a short time. She began dancing again with the Las Flores Del Valle Ballet Folklorico group. She explained why. “It’s important to come back to our roots, even now. We’re learning as we go. With each region, we learn about what roots we are coming from,” Lupita said, adding, “Our history is in our songs, and our songs carry the beats of our roots, and each region has a different story." “We’re not just Mexico. We’re also African-American. We’re also indigenous. We’re also part Irish, Chinese, and all somehow related with each of the

different dresses,” Lupita added. “Each has a story. There’s a story where the people were enslaved and couldn’t have music. So the only way they could play music was with their feet. So that’s part of it. Each one has a story.” The Guerreros aren't the only relatives in the group. Connie Quiroz joined the group in 2018, shortly after she retired from the Imperial Irrigation District, with little dance experience but a deep-rooted love for the beautiful dances, dresses, and culture. At 76, she said her greatest honor has been dancing with her niece, Juanita Ortiz, whom she introduced to the group about four years ago while Ortiz was attending the University of California, Los Angeles, to study human biology and society. While spending her summer and winter CONTINUED | PAGE 31

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Alfredo Ruiz of Imperial shows his team roping skills.

Team Roping

By Darren Simon

At age 66, Brawley native Carter Taylor considers himself a third- or maybe even fourth-generation team roper whose skill grew from lessons learned from generations who competed before him. At times, team roping has left him with a broken leg, crushed fingers, and just last year a severed thumb surgically reattached. Yet, Taylor’s love for the sport remains as strong as ever. He competes in team roping events largely in Arizona. “From the time I was around 12 to 14 years old, I knew I wanted to be a roper,” said Taylor, sitting in his oﬃce in Brawley with two saddles in a corner, ropes attached, and images on the walls from his years in the sport. “I don’t know that I wanted to be a cowboy, but I wanted to be a roper for sure.” Team roping is a timed rodeo event in which two mounted riders, a header and heeler, work together to lasso a steer around its horns and hind legs. A Fall 2026

said Taylor, adding that he had “great mentors” who guided him to stay engaged in the community. Closely tied to Similarly, he had mentors who supported Valley's history his efforts as a team roper. Taylor can quickly name all those who came before him or competed along with him from the Valley. “Those guys who came before, they were successful team shows speed, precision, really successful,” said Taylor. and horsemanship to catch the steer within One of those successful Imperial Valley seconds out of the gate. ropers was Bill Hogue, who often partnered For Cattle Call Rodeo, now in its 70th with other Valley ropers, like Bob Robinson year, team roping remains a main event as and David Cobleigh, in a rodeo career that teams compete for a chance to reach the lasted from 1948 to 1968. National Rodeo Finals in Las Vegas. While each of those cowboys has This year, the team ropers will all likely passed, they—and others from the be from outside the Valley. However, Valley, like the late Dan Poore of Holtville, Taylor remembers years when local teams described by some as one of the Valley’s competed against the best at Brawley and toughest cowboys (he competed in nearly sometimes won. every rodeo event possible)—have left their Taylor, it is worth noting, was this year’s mark on the sport. recipient of the Brawley Chamber of Donald Alford, a longtime member of the Commerce Branding Iron Award–an honor Cattle Call Rodeo Committee, is Hogue’s bestowed upon individuals for their years son-in-law. Alford shared that his father-inof community support and engagement. law was, for a time, one of the top five team When not team roping, Taylor has been ropers in the world and, for years, was in active in the community as a long-time the top 10 in the sport. When the first rodeo Rotarian and a major donor to the Rotary was held in Brawley in 1957, Hogue and his Foundation. He also was a past board partner, Cobleigh, won the event. member and president of the Pioneers “Billy spent 20 years going down the road Memorial Hospital Foundation. hard,” Alford said, meaning he traveled “I tend to help people quietly, not looking throughout the country to compete. “Billy for recognition–just want to help others,” rode in a truck with some of the best guys

who ever competed in the sport.” Hogue, whose father, Simon Hogue, also competed in team roping, eventually partnered with John Muse of Brawley. Muse and his brother, Bill Muse, grew up on their father’s ranch herding cattle. The brothers eventually started competing in local team roping. The Muse brothers won the team roping event at Cattle Call in 1968. Muse shared that the first saddle he used is now on display in the cattlemen’s gallery at Pioneers’ Museum in Imperial. John Muse continued competing until the early 1990s. “I did all right for a country boy,” he said. Asked how serious he was as a competitor, Muse, 75, said, “They couldn’t open the gates unless I was there. That’s how important it was to me.” Muse and Taylor partnered through the years. In fact, Muse convinced Taylor to start competing. “I told him you’re ready to go, that he could go against these other guys.” In a way, Taylor was born to ride horses. His mother, who grew up on the East Coast, competed in equestrian riding. Then she required her children, Taylor, his brother, and sister, to learn to ride. During a riding lesson, Taylor found a rope used for team roping. “I found it

FROM LEFT: Local team ropers Carter Taylor, John Muse, Alfredo Ruiz and his son Miguel Ruiz - Photos by Joselito N. Villero in the back of a pickup that belonged to the husband of the woman giving me horseback riding lessons. I got a hold of that rope, and it changed my life.” He was around 12 years old then, and it wasn’t long before he realized team roping would be an important part of his life. When he finished high school in 1978, he devoted his time to team roping.

He worked for his father at LIDCO, a local land improvement and construction company, and even traveled to Saudi Arabia when the company went international—but he went only to make enough money to finance his team roping career. Taylor, now president of LIDCO, CONTINUED | PAGE 25

Fall 2026

The Golden Rodeo throws lasso to

Circle By Darren Simon

This year’s Cattle Call Rodeo will begin a new tradition, and it will be most noticeable Saturday night, Nov. 14, as the Cattle Call Rodeo Committee, volunteers, announcers, and performers wear yellow in honor of youths fighting childhood cancer. In 2016, the Golden Circle of Champions initiative began with the Santa Maria Elks Rodeo to raise awareness of pediatric cancer and raise funds for children and their families in that community. Since then, the program has spread to rodeos across the country, and this year, the Cattle Call Rodeo became a Golden Circle of Champions rodeo—hence the yellow apparel the committee and others will wear Nov. 14. Locally, Rodeo Committee member Victor “Chino” Torres has spearheaded the effort, working alongside his fellow

Fall 2026

fight pediatric cancer

committee members to bring the Golden Circle program to Cattle Call. “Part of the Rodeo Committee’s commitment is to give back to the community, and it is also part of the rodeo tradition,” he said. The Golden Circle initiative both raises awareness and, through donations, directly supports families of children up to age 17 dealing with cancer. For this first event, proceeds will go toward two Imperial Valley youths chosen by the Valley’s Cancer Resource Center of the Desert. Quentin Godoy, 13, of Imperial, was diagnosed in 2024. After treatment at Rady’s Children's Hospital in San Diego throughout 2025, he was declared in remission. Nicolette Ruiz Vasquez, 4, of El Centro, was diagnosed in April this year. Her treatment was ongoing at the time of this story. Both will be honored during the Saturday night rodeo. While in remission, Quentin’s doctors’

LEFT PHOTO: Nicolette Ruiz Vasquez RIGHT PHOTO: Quentin Godoy - Photos courtesy of their families visits and physical therapy continue to maintain his health and help with recovery. He’ll also be undergoing surgery to strengthen his right arm, where his cancer was found. Still, the young man is back in school as an eighth grader, joined the band, and even competed in swimming competitions this summer. Quentin and his father, Victor Godoy, said they were grateful for the support they have received from the Cancer Resource Center and now the rodeo. “It’s a great way to get the message out to the community for cancer awareness, especially for children,” Victor said of the Golden Circle program. This will be Quentin's first time attending the rodeo. “Just having this opportunity to go to the rodeo and be a part of this, I thought it was just amazing. I’m really honored,” he said. Berenice Vasquez, Nicolette’s mother, said the support the family has received in the Valley has meant a great deal, and this new support through the Golden Circle was a nice addition. CONTINUED | PAGE 26

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Fall 2026

Off-road Brock Heger

Racer By Darren Simon

Across the world, charging at speeds well over 100 miles per hour over endless Saudi Arabian desert terrain, El Centro resident Brock Heger pushed his off-road racecar to the limit for 14 days. When the 2026 Dakar Rally ended, Heger and his co-pilot, Max Eddy, of Barstow, had won their class—the second year in a row the American pair had won the nearly 5,000-mile endurance race, making them the first Americans to win the Dakar twice. For 27-year-old Heger, a Holtville High School graduate, the victory earlier this year marks a professional career that has seen him win every major off-road race in the United States and races beyond in the utility terrain vehicle (UTV) Pro Class, and he is just getting started in his bid to become the fastest racer ever. “When I race, I want to do the best I can and represent the people who sponsor and support me and the small town I’m from,” said Heger, who at the time of this interview had just won a race in Reno with co-pilot Justin Wilson of Imperial.

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dreams of being the fastest ever The headlines from the growing number of articles on Heger help tell the story of this young man who, when not racing, works alongside his father, Joe Heger, on the family’s Imperial Valley farm. CBS News featured him in 2025, the year he first won the Dakar race. The online version of the story led with a headline declaring, “Pushing the Limits: California man's journey from family farm to off-road racing champion.” Brawley’s The Desert Review also featured him in 2025 when he was recognized by the Imperial County Board of Supervisors. “Local off-road racer Brock Heger dominates in global competitions,” the headline read. Heger is not looking for accolades. Having the chance to do what he loves with the support of his family, his community, and his racing team—RZR Factory Racing—is what drives him as an off-road racer. “It’s the joy and excitement of so much unknown when you’re out there,” Heger said. For the Dakar Rally, there’s no use of cell phones, and there’s no map to follow. Drivers and their co-pilots are provided with an iPad programmed

to provide a compass heading of the checkpoints across the Saudi Arabian desert. Only one checkpoint appears at a time, and the next stop doesn't show until you reach the previous one. Beyond that, there’s nothing but a wide plain of open desert terrain with very few landmarks—just sand stretching to the horizon. As a racer, you have to know how to read the terrain and adapt. Heger became quite skilled at both. “In the Imperial Valley, look west, and you have the San Diego mountains to provide direction, but when you are in a country you’ve never been, and in the middle of nowhere with no landmarks, it’s very compass-driven. It’s wild,” Heger said.

Brock Heger at the completion of a race. - Photo courtesy of Heger

Very few Americans enter the Dakar Rally, and only one other American team has won the UTV class (Heger’s class) at the Dakar. That was back in 2020. Max Eddy, Heger’s co-pilot for the Dakar, and former Polaris team racer himself, said Heger is the only driver he’ll co-pilot for, calling Heger a rare talent in the sport. “He’s a unicorn. I would put him against anyone in our sport, and I bet he would come out on top,” said Eddy, who, at the age of 40, has had the chance to work with many other drivers. “Brock has it all. He sees good lines, his demeanor is super calm, he’s patient, and he has everything it takes to go out there and win.” Heger’s victories continue to mount, including what the off-road racing world calls the Triple Crown: the Dakar Rally, the Baja 1000 in Baja Mexico, and the King of the Hammer race held in Johnson Valley, California. King of the Hammer combines high-speed off-road racing with technical rock crawling. Reaching the heights he has in

his sport comes after years devoted to racing. It began in the Valley’s countryside in Plaster City and the Superstition Mountains, what he considers his backyard, off-roading with family and friends. By age 8, he was already competing. He quickly knew racing was what he wanted to do professionally. When not farming, he was either practicing or competing in races. His father, Joe, who also raced offroad in the late 1990s, spoke of his pride in his son for his success as a racer and for his commitment to the family farm, Joe Heger Farms. “I’m super proud of him—the hard work and dedication he shows. His work ethic is superior.” Joe Heger also pointed out that his son is continuing a long tradition of off-road racing in the Imperial Valley. He named racers over the years from throughout the Valley, from Calexico to Brawley to Holtville and all cities in between. Seeing his son continue that tradition and succeed at something he loves means a great deal. Justin Wilson, Heger’s co-pilot in all their U.S. and Mexico races, credited Heger’s driving skills. “He’s very good at reading the terrain, so he doesn’t need me to watch the GPS super close,” said Wilson, 21, who, when not racing, is studying plant sciences at Fresno State University. “I don’t have to call out every single corner and every single imperfection that’s out there.” For the last four years, Heger has raced for the Polaris team led by team owner Travis Clarke, who described CONTINUED | PAGE 32

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June 2 – 6, 2027 Ensenada, Baja California, Mexico 8th SCORE Baja 400

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November 14 – 20, 2027 Full Peninsula Run (Ensenada to TBA)

Find Registration, Rulebooks, and Live Tracking through “SCORE International” Score-international.com

Fall 2026

-Photos from Brawley Chamber of Commerce

Calendar of Events November 6

November 7

Cattle Call Golf Tournament 8 a.m. Del Rio Country Club, Brawley, CA brawleychamber.com

Bathhouse Bazaar 10 a.m. - 2 p.m. Old Bathhouse, Jacumba, CA jacumba.com

November 7 Sacatone Overlook Hike 8 a.m. IV Desert Museum, Ocotillo, CA ivdesertmuseum.org

November 7 Chili Cook Off 9 a.m. Main St. & Plaza, Brawley, CA brawleychamber.com

November 7 13th Annual Imperial County Veteran's Day Parade 9 a.m. - 1 p.m. Holt Park, Holtville, CA holtville.ca.gov

Fall 2026

November 7 Dia de los Muertos 6 - 9 p.m. Downtown Town Square, El Centro, CA cityofelcentro.org

November 7 &8 YumaCon 2026 11 a.m. Yuma Civic Center, Yuma, AZ yumaaz.gov

November 9 Cattle Call Kick-Off Mega Mixer 6 p.m. Mechanics Bank, Brawley, CA brawleychamber.com

November 11 Veteran's Day Ceremony 11 a.m. - 12 p.m.

The information included in the print version of Imperial Valley Alive! is what was available by publication deadline. Visit our calendar online at www.imperialvalleyalive.com and submit your event information. Bucklin Park, El Centro, CA cityofelcentro.org

November 11 Veteran's Day & 250th Celebration 3:30 - 7 p.m. Southwest High School, El Centro, CA cityofelcentro.org

November 11 Mariachi Night 6 p.m. Main St. & Plaza, Brawley CA brawleychamber.com

November 13 & 14 Cattle Call Rodeo 7 p.m. Cattle Call Arena, Brawley CA cattlecallrodeo.com

November 14 Chuckwagon Breakfast 5 a.m. South Plaza Park, Brawley CA brawleychamber.com

November 14 Cattle Call Parade 9 a.m. Main St. & Plaza, Brawley CA brawleychamber.org

November 15 Cattle Call Rodeo 1 p.m. Cattle Call Arena, Brawley CA cattlecallrodeo.com

November 21 Blair Valley Hike 8 a.m. IV Desert Museum, Ocotillo, CA ivdesertmuseum.org

November 21 21st Annual Westmorland Honey Festival 8 a.m. - 2 p.m. Westmorland City Park, Westmorland, CA ivregionalchamber.com

November 21 50th Anniversary Celebration: Ocotillo Wells State Vehicular

Recreation Area 10 a.m. - 2 p.m. Ocotillo Wells SVRA Main Street Event Center. Ocotillo, CA ohv.parks.ca.gov

November 26 Thanksgiving Dinner 3 - 7 p.m. Jacumba Hot Springs Hotel, Jacumba, CA jacumba.com

November 28 Thanksgiving Makers Market 10 a.m. - 2 p.m. Jacumba Hot Springs Hotel, Jacumba, CA jacumba.com

November 28 Julian's Country Christmas Tree Lighting 12 - 7 p.m. Julian Town Square, Julian CA visitjulian.com

December 3 3rd Annual Tree Lighting

Ceremony 5:30 - 8 p.m. Jacumba Hot Springs Hotel, Jacumba, CA jacumba.com

December 3 Tree Lighting Ceremony 6 p.m. Holt Park, Holtville, CA holtville.ca.gov

December 4 Christmas Tree Lighting 5 - 9 p.m. Fire Station 3, El Centro, CA cityofelcentro.org

December 5 Arroyo Tapiado Mud Cave Hike 8 a.m. IV Desert Museum, Ocotillo, CA ivdesertmuseum.org

December 5 80th Annual El Centro Christmas Parade 10 a.m. - 1 p.m. Main St. & 8th St.,

El Centro, CA cityofelcentro.org

Jacumba Hot Springs

December 11

jacumba.com

Imperial Parade of Lights 6 - 8 p.m. Downtown Imperial, Imperial, CA imperial.ca.gov

Hotel, Jacumba, CA

December 19 Cool Canyon Hike 8 a.m. IV Desert Museum

December 12

Ocotillo, CA

Christmas in a Small Town 1 - 5 p.m. Downtown Imperial, Imperial, CA imperial.ca.gov

ivdesertmuseum.org

December 20 Winter Solstice Makers Market

December 18

10 a.m. - 4 p.m.

Ritual Pool Cinema: National Lampoon's Christmas Vacation 7:30 - 10 p.m.

Jacumba Hot Springs Hotel, Jacumba, CA jacumba.com

December 24 Christmas Eve Dinner 4 - 9:30 p.m. Jacumba Hot Springs Hotel, Jacumba, CA jacumba.com

December 25 Christmas Day Brunch 8 a.m. - 3 p.m. Jacumba Hot Springs Hotel, Jacumba, CA jacumba.com

December 31 3rd Annual Furs 'N' Spurs 4 p.m. - 11:59 p.m. Jacumba Hot Springs Hotel, Jacumba, CA jacumba.com 

Check us out online www.imperialvalleyalive.com

Pioneers' Museum Center of the 373 Aten Rd., Imperial, Ca. World in Felicity 92251 Ph: 760-352-1165 "Museum of Hours: Tuesday – History in Granite¨ Saturday 10 a.m. – 4 p.m. Sunday 12 p.m. – 5 p.m. Cost: General Admission . . .$10 Students/Active Duty/Senior Citizens. . . . . . . . . . . . . . . . . . $5 Children under 5. . . . . . . . FREE Contact the museum for summer hours. Website: pioneersmuseum.net

Imperial Valley Desert Museum

11 Frontage Rd., Ocotillo, Ca. 92259 Ph: 760-358-7016 Open: Wednesday – Sunday 10 a.m. – 4 p.m. Cost: General Admission . . . $5 Website: ivdesertmuseum.org

History of Humanity / The Church / Maze of Honor Center of the World Plaza, Felicity, Ca. 92283 Ph: 760-572-0100 Open: Nov 1 – April 30 (Guided Tours) Daily – 10 a.m. – 5 p.m. MST May 1 – Oct 31 (Self Guided Tour) 7 a.m. – 7 p.m. Costs – Include Parking Adults . . . . . . . . . . . . . . . . . . .$10 Children . . . . . . . . . . . . (5-12) $5 Children (Under 5) . . . . . . FREE Website: Historyingranite.org

Save the Date 2026-2027

Community Events November 13, 2026 Veterans Day at the park



December 2-17, 2026 February 4-7, 2027 Applications open

  

December 17, 2026

Carrot Festival Carnival!

February 5, 2027

Christmas in the Park

Carrot Festival Kickoff Concert

January 29, 2027

February 6, 2027

Annual Carrot Festival Banquet & Awards Ceremony

 Carrot Parade & Street Fair  Mariachi Night

101 W. 5th St. Holtville, CA 92250 760-356-2923 • holtvillechamber.org Fall 2026

VALLEY AGRICULTURE AND BUSINESS |

Women

in Ag

UN recognizes contributions worldwide

By Blake Nelson and Kayla Guerrero In the Imperial Valley, more women are choosing careers in agriculture, from leading farm operations and managing food safety to working in product marketing and heading innovative research. The same trend is playing out worldwide, prompting the United Nations, led by the United States and supported by 123 countries, to designate 2026 as the International Year of the Woman Farmer. The California Department of Food and Agriculture also endorsed the designation, spotlighting women's indispensable yet often overlooked contributions to agriculture. The United Nations’ resolution highlights women's critical contributions to food security, sustainability, and economic resilience. In honor of that resolution, Imperial Valley Alive is featuring four women making a difference in Imperial Valley agriculture.

Emily Irungaray-McFaddin Emily Irungaray-McFaddin has been riding tractors through Imperial Valley hay fields since she was a child. There, she learned the business, the value of preserving her family’s legacy, and the importance of encouraging the next generation of women to become leaders in agriculture. “Agriculture has long been a male-driven industry, but I learned through my role models at an early age that women are the backbone,” Irungaray-McFaddin said. Irungaray-McFaddin is the human resources manager for Triple I Press, the Irungaray family-owned agricultural business in Holtville. She manages safety compliance, OSHA compliance, labor law issues, employee relations, and employee benefits. “I was raised with a strong respect for the agriculture industry, but still wanted to explore other opportunities,” Irungaray-McFaddin said. After graduating from Holtville High School, she attended California State University, San Marcos and earned a bachelor’s degree in human development. She earned her master’s in business administration with a human resources emphasis from National University. She taught high school for six years before returning to agriculture. “My parents were ready to slow down their daily grind at the same time as industry regulations started ramping up,” said Irungaray-

Fall 2026

TOP PHOTO: Lupe Camarena (right), discusses a crop. BOTTOM Photo: Lupe Camarena talks to a tour group.. - Photos courtesy of Lupe Camarena McFaddin, an Imperial County Farm Bureau board member. “I knew it was an opportunity to go back to the industry, preserve my family legacy, and leave my mark.” To women considering a job in agriculture, she says, “We always need new eyes, new ideas. Women have always had a strong place in this industry. I’m encouraged that more people are taking notice.”

Lupe Camarena Lupe Camarena has something to celebrate. The Yuma Safe Produce Council recently announced she will serve as president in 2027, a position that allows her to represent the Yuma and Imperial Valley agricultural regions. “To be acknowledged as a leader in this industry is both humbling and empowering,” Camarena said. “Agriculture is more than a career for me. It’s my life.” In her full-time job, Camarena is the food safety director for Nature Fresh Farms, which grows more than 10,000 acres of leafy greens, melons, spinach, cabbage, broccoli, and lettuce across California, including the Imperial Valley, and Arizona. Camarena, who has worked in agriculture since she was 13, including weeding cotton fields and harvesting crops, joined Nature Fresh 16 years ago when a food safety position opened. To hone her skills, she attended Arizona Western College to earn a certificate in food science and safety, and she has continued to prioritize education through her involvement with industry groups. “I stepped out of my comfort zone, put a renewed focus on education and began forging new relationships,” Camarena said. “That approach opened new doors to leadership opportunities.”

| VALLEY AGRICULTURE AND BUSINESS Today, Camarena enjoys that every workday presents new opportunities and challenges. She manages a full team and splits her time between the oﬃce and the field. “There are opportunities at the table for women,” Camarena said. “There is no job we can’t do. I wake up every day and want to go to work. I want the same for other women.”

Cory Peeks

Cory Peeks is one of the first women to serve as a Food Safety Manager for an Imperial Valley farming operation. In addition to food safety, she helps maintain seed inventory, receive customer orders, ensure crews have the necessary information and equipment, and oversee certified organic operations. Peeks helps manage Vessey & Company’s multitude of leafy green crops. Peeks’ role as a Food Safety Manager for Vessey & Company, Inc. began shortly after the California Leafy Green Marketing Agreement (LGMA) started in 2007, outlining new voluntary steps leafy green farmers would take to ensure food safety. Peeks now serves on the LGMA board as an alternate for Valley grower Jack Vessey. “I didn’t go to college, so when years later

Emily Irungaray-McFaddin

Cory Peeks

I was given the opportunity to work with Vessey & Company, Inc., I was excited to start a new chapter. They trusted me to create the Food Safety Department and build a program that ensured compliance,” Peeks said. She said it takes a great deal of effort from everyone involved in agriculture to ensure the country has access to safe and healthy food. “The work it takes to do all the Food Safety requirements isn’t just me. It takes

our whole operation to get it done,” Peeks said. After nearly 20 years in the industry, Peeks has seen a significant increase in women in an industry that plays such a major role in the health of the nation and beyond. “There’s multiple opportunities for women in the agriculture industry, not just food safety, but many other facets for women to CONTINUED | PAGE 30

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Fall 2026

VALLEY AGRICULTURE AND BUSINESS |

Little

Gem

By Blake Nelson Lettuce has been a core crop for Imperial Valley farmers for decades. Iceberg and romaine crops have long reigned supreme in the Valley and among consumers. In recent years, a new contender has emerged—Little Gem lettuce. Demand for Little Gem lettuce is growing among restaurants, retailers, and consumers because of its taste, size, and versatility, Imperial Valley growers say. Whether plated, grilled, wrapped, or prepackaged in salad kits, Little Gems are showing up on menus and meal plans nationwide. Fourth-generation Holtville grower Jack Vessey, owner of Vessey & Company, Inc., has added the crop to his winter vegetable rotation and to his kitchen. “When it’s dinner time for our family, my wife has one request—get me some

Fall 2026

New crop becomes an Imperial Valley winter jewel gems,” he said. Little Gem lettuce is a miniature, crisp variety, sometimes described by farmers as a hybrid between romaine and butterhead lettuces. It is a nutrient-dense, low-calorie leafy vegetable with a sweet crisp crunch and a tender heart. It is primarily used in salads, but whole heads can be halved, grilled and roasted, and used as wedges and appetizers. The county doesn’t track Little Gem acreage separately, but it is included in head, leaf, and romaine lettuce acreage. According to the most recent Imperial County Agricultural Commissioner’s Crop & Livestock Report, Valley growers harvested about 30,600 acres of lettuce crops, generating $334.6 million in gross value. Vessey & Company has been helping build the Valley’s lettuce industry for a century. His great-grandfather started his farm in the 1920s. Vessey manages acres

Grower Kameron Purdy of Jack Bros. - Photo courtesy of Jack Bros. of leafy greens and vegetables planted each winter. These days, he’s growing far more Little Gems than green leaf lettuce. “We’re going to grow what sells,” Vessey said. “We’re going to grow what we think the American consumer wants, and right now the market for Little Gems is picking up steam.”

| VALLEY AGRICULTURE AND BUSINESS

A Little Gem field. - Photo coutesy of Vessey & Co. Shelby Trimm, executive director of the Imperial Valley Vegetable Growers Association, said the Little Gem shows how local growers adapt to changing consumer demands. “Our farmers are always evaluating new crops and production methods, and that willingness to innovate helps keep Imperial Valley agriculture competitive while supplying fresh, high-quality vegetables to families across the country,” she said. Local growers say it is part of their job to stay on the cutting edge of research on trending specialty crops, but investing in new agricultural crops and products is always a risk. Growers must carefully evaluate challenges related to water, labor, and fuel before taking a chance on new crops. For example, when prices or demand collapse, growers are sometimes forced to leave a crop unharvested because the harvesting, packing, and shipping would cost more than the crop is worth. “The amount of risk we take to integrate new products in the fields is quite crazy,” Vessey said. “We have to keep our finger on the pulse of demand.” For Vessey, this means working closely with marketing partners who communicate with retailers and customers to inform crop-growing strategies. He always looks for Little Gem lettuce on the menu or in the produce section when dining or shopping at high-end establishments. Vessey has also witnessed an increasing number of major shippers moving Little Gems. “Consumers may be driving the trend,” Vessey said. “But the trend is supported by the Imperial Valley’s climate and prime growing conditions for the product.” The Imperial Valley is a prime location to grow Little Gems CONTINUED | PAGE 33 Fall 2026

KID WIsE Imperial Irrigation District:

Burrowing Owl Conservation Program Entries from Mrs. Plascencia & Ms. Morillón 3rd grade classes at Ballington Academy for the Arts and Sciences at El Centro

a d e Ro m A ll is o n J

Noh ea Men dez 8

Fall 2026

e ro 8

Z h e n M a x in

E lm o re 8

Ben na n Ma ldo na do 8

Valley's

Eateries

Imperial Valley's homegrown restaurants offer lots of tasty choices

American Food Back To Eden 1905 Bar & Grill $$ 1500 N. Imperial Ave., Imperial, CA 92251 760-919-5558 http://bit.ly/3ZUpnJ2 2GO SALADS $ 210 E. Cole Blvd #5, Calexico, CA 92231 760-618-9120 https://bit.ly/30Jk7LT Alamorio Country Store $ 860 CA-78, Brawley, CA 92227 (21 & Older) 760-344-7521 Applebee's Grill & Bar $$ 2421 Cottonwood Dr, El Centro, CA 92243 760-353-8311 www.applebees.com Auntie Anne's $ 1497 Adams Ave, El Centro, CA 92243 760-996-6282 auntieannes.com

Juice $ 616 Main St, Ste#4 Brawley, CA 92227 https://bit.ly/46UCFXh

Brickhouse Deli 447 W. Aten Rd, Imperial, CA 92251 760-592-4352 www.bhdeli.co

Broken Yolk Café 3049 N. Imperial Ave., El Centro, CA 92243 760-352-9655 https://bit.ly/35Vk5A9

Buffalo Wild Wings $$ 510 Danenberg Dr, El Centro, CA 92243 760-337-9481 www.buffalowildwings.com Burgers & Beer $$ 260 N. Imperial Ave., El Centro, CA 92243 760-353-4431 https://bit.ly/3h44J1n Cafecito Bar $ 157 N Plaza St, Brawley, CA 92227 760-262-3257 https://bit.ly/3vnd3nt Chili's Grill & Bar $$ 3303 S. Dogwood Rd, El Centro, CA 92243 760-352-2116 www.chilis.com

Brownie’s Diner $$ 990 Main St, Brawley, CA 92227 760-344-2938 https://bit.ly/3cP5Ct7

China Palace Steakhouse $$$ 1075 Adams Ave, El Centro, CA 92243 760-353-1510 https://bit.ly/2TFOTSy

Buckshot Deli & Diner $$ 8120 CA-111, Niland, CA 92257 760-359-0595 https://bit.ly/3jrInbX

Cluck-It $$ 129 S 6th St, Brawley, CA 92227 760-550-6222 www.instagram.com/cluckit760

DQ Grill & Chill Restaurant $$ 3063 N Imperial Ave. El Centro, CA 92243 www.dairyqueen.com Denny's $$ 1445 Ocotillo Dr, El Centro, CA 92243 760-352-2576 www.dennys.com Denny's $$ 3403 Dogwood Rd. El Centro, CA 92243 760-337-9023 www.dennys.com Famous Dave's $$ 3103 S. Dogwood Ave, El Centro, CA 92243 760-352-9044 https://bit.ly/3iPxIsf Farmer Boys $$ 1532 Cruickshank Dr, El Centro, CA 92243 760-336-0227 www.farmerboys.com Foster Freeze $ 130 N. 5th St, Brawley, CA 92227 760-344-7566 https://fostersfreeze.com Habit Burger $ 2335 S. 4th St, El Centro, CA 92243 760-997-7805 www.habitburger.com

Locally Owned

$10 & under per person

Beer/Wine only

$20 & under per person

Full Bar

Over $20 per person

Hope Café and Creperie $ 605 E 2nd St, Calexico, CA 92231 760-890-5259 https://bit.ly/3zyZAXd Hope Café and Creperie $ 1027 W State St. El Centro, CA 92243 442-283-5092 hopecafeelcentro.com Hot Rods & Beer $$ 235 West E 5th St, Holtville, CA 92250 760-356-9900 hotrodsnbeer.com

Humble Farmer Brewing Co. 116 S. Imperial Ave Ste C, Imperial, CA 92251 760-545-0037 humblefarmerbrewing.com

IHOP $$ 2362 S. 4th St, El Centro, CA 92243 760-352-1100 www.ihop.com

Jersey Mike’s Subs 1002 N Imperial Ave. EL Centro, CA 92243 442-231-8093 www.jerseymikes.com

Junior's Café $ 1791 Adams Ave, El Centro, CA 92243 760-353-9556 https://bit.ly/3cP2oG5 Maranatha Steakhouse $$ 612 S. J St, Imperial, CA 92251 760-355-0777 https://bit.ly/2ZaBkx2

Menchie’s 508 E Danenberg Dr., #7 El Centro, Ca., 92243 760-970-4820 www.menchies.com

Panera Bread $$ 2321 S. 4th St, El Centro, CA 92243 760-332-6499 www.panerabread.com Fall 2026

Pepper Grind Coffee $ 1560 Pepper Dr, El Centro, CA 92243 https://bit.ly/3j3jcxd Rabb Slabs Bbq $$ 496 W. State, El Centro, CA 92243 760-970-4867 bit.ly/3y1aquf Red Feather Off-Road Market & Cafe $ 1182 N. Imperial Hwy, Ocotillo, CA 92259 760-358-7389 https://bit.ly/3vwXwvY Saltcedar Barbecue $ 1111 Yourman Rd, Heber, CA 92249 619-724-8162 Saltcedarbbq.com Shake & Wake $ 1490 N. Imperial Ave, El Centro, CA 92243 442-283-5100 https://bit.ly/3EalJfZ Sizzler $$ 707 N. Imperial Ave, El Centro, CA 92243 760-353-3780 http://www.sizzler.com Sonora Fusion $$$ 560 W State St, El Centro, CA 92243 760-693-5069 https://bit.ly/3wLozVP

The Burger and I 595 W. Main St., Brawley, CA 92227 760-550-6031 bit.ly/3OqulpV

The Original Town Pump Steakhouse $$ 200 W Main St., Westmorland, CA 92281 760-344-3663 https://bit.ly/3wLlvch The Spot $ 134 Main St, Calipatria, CA 92233 760-354-2005 https://bit.ly/40kVCO5 Tropical Delights $$ 219 W E St, Brawley, CA 92227 (760) 344-5051 https://bit.ly/3rakIPW Valley Vida $$ 1560 Ocotillo Dr. Ste C El Centro, CA 92243 442-271-4103 https://valleyVida.com Vibras Healthy Nutrition $ 136 N Plaza, Brawley, CA 92227 760-679-6277 https://bit.ly/41c6hfm

Wingstop $ 1497 Adams Ave, El Centro, CA 92243 760-558-8838 wingstop.com

Fortune House $$ 1627 W Main St, El Centro, CA 92243 760-352-3888 https://bit.ly/3vrsZzu

Asian Cuisine

Fujisan Sushi $$ 1560 Ocotillo Dr Suite O, El Centro, CA 92243 760-970-4436 www.fujisaniv.com

BB Hawaiian BBQ $$ 775 Danenberg Dr, Ste 104 El Centro, CA 92243 (760) 556-0582 Chef Lee's Express $ 1049 N. Imperial Ave, El Centro, CA 92243 760-693-5555 https://bit.ly/3xx5M0q Chi+Mac $$ 330 Wake Ave El Centro, CA 92243 760-353-0203 bit.ly/40zTMcC China Inn Restaurant $$ 461 W Main St, Brawley, CA 92227 760-344-1038 https://bit.ly/3xlMI4W China Palace Restaurant $$ 1075 Adams Ave, El Centro, CA 92243 760-353-2798 https://bit.ly/3wFTh2y Fortune Garden $$ 3309 S. Dogwood Rd, El Centro, CA 92243 760-352-9888 https://bit.ly/3iJn6uQ

Golden Dragon $$ 928 Imperial Ave. Calexico, CA 92231 760-890-0066 Helen’s Family $$ 308 Tangerine Dr. El Centro, CA 92243 760-592-6962 helensfamilyvietfood.com K Sushi Bar & Grill $$ 416 S. J St, Imperial, CA 92251 760-355-4440 https://bit.ly/3zyKbWT Khan Korean BBQ $$ 330 Wake Ave, El Centro, CA 92243 760-353-0202 https://bit.ly/3gy1hwY Komaki Sushi & Sea Food $$ 1133 Main St., Brawley, CA 92227 760-623-1033 https://bit.ly/3q5qyWB

Kotori Japanese Food $$ 300 E Cole Blvd, Calexico, CA 92231 760-768-8540 https://bit.ly/3zHPbZE Lucky Chinese Restaurant $$ 500 S. 4th St, El Centro, CA 92243 760-352-7680 www.luckyrestaurant.com Los Ce-B-Ches $$ 1074 E Coles Blvd Ste 7, Calexico, CA 92231 442-270-1402 https://bit.ly/35ps9sy Mah’s Kitchen $$ 290 N. Imperial Ave., El Centro, CA 92243 760-352-8713 https://bit.ly/3q4OF3w

Sushi Park $$ 330 Wake Ave, El Centro, CA 92243 760-352-2377 https://bit.ly/3gB9uze Sushi Spot $$ 115 North Imperial Ave. Ste F-G, Imperial, CA 92251 760-355-0441 https://bit.ly/39JEYUl Volcano $$ 445 E. Main St, El Centro, CA 92243 760-337-9105 volcanoelcentro.com The Thai Bistro $ 775 E. Danenberg Dr. Ste. 105 El Centro, CA 92243 (760) 592-4611 exoticthaibistro.com

Unni Korean Food $ 582 Adams Ave, Poke & Noodle Japanese Cuisine $$ El Centro, CA 92243 760-970-4121 799 E. Danenberg Dr, https://bit.ly/41xhJlA El Centro, CA 92243 760-337-9208 Wongs Kitchen $ https://bit.ly/2UccQkB 102 W 5th St, Holtville, CA 92250 Sushi & Noodle $$ 760-791-3227 800 N. Imperial Ave, El Centro, CA 92243 442-283-5075 Sushi & Noodles $$ 630 S Brawley Ave, Unit #6, Brawley, CA 92227 760-623-1361 https://bit.ly/3E6JANF

Italian Food Assaggio Ristorante Italiano $$ 538 E St, Brawley, CA 92227 760-344-9750 https://qrco.de/Assaggio

If you are interested in enhancing your restaurant's listing, contact Bill Amidon at Reliance Public Relations, Inc., 760-693-5330.

Fall 2026

Chuck-E-Cheese $$ 803 E. Danenberg Rd, El Centro, CA 92243 760-352-4785 www.chuckecheese.com

Mona Lisa Cocktails & Cuisine $$$ 2393 CA-86, Imperial, CA 92251 442-258-3350 https://bit.ly/45pGYrn

George’s Pizza $$ 116 W 5th St, Holtville, CA 92250 760-356-1192 https://bit.ly/3cPgc3A

Mozzarelli Artisan Bistro $$ 123 W Barioni Blvd, Imperial, CA 92251 760-545-0222 https://bit.ly/3b0Ctdd

Grasso's Italian Restaurant $$ 1902 Main St, El Centro, CA 92243 760-352-4635 https://bit.ly/3gAvSd5 Inferno $$ 505 Main St, Brawley, CA 92227 760-344-7744 https://bit.ly/3B7d1gH Johnny Carino's $$ 3203 S Dogwood Ave, El Centro, CA 92243 760-337-9588 www.carinos.com

Round Table Pizza 508 E Danenberg Dr.,#6 El Centro, Ca. 92243 760-970-4801 roundtablepizza.com

Mexican Food Antojitos Como En Casa $$ 841 W. Main St., El Centro, CA 92243 442-271-4016 Antojitos Como En Casa $$ 425 Desert Gardens Dr., El Centro, CA 92243 760-482-5621 antojitoscomoencasa.com

Mangiamos Pizza 1 802 N Imperial Ave Suite C, El Centro, CA, United States, 92243 (442) 231-8293 mangiamospizzas.com

Asadero Neighborhood $$ 220 W Birch St. Calexico, CA 92231 760-357-0890 https://bit.ly/39LddL2

Birrieria y Menuderia Guadalajaras $ 845 Imperial Ave, Calexico, CA 92231 760-890-5181 https://bit.ly/3cNjmoc

Chilibertos Tacos & Breakfast $$ 717 Imperial Ave., Calexico, CA 92231 760-890-5415 http://bit.ly/429h90Y

El Jumping Bean Taqueria $$ 1050 South Brawley Avenue, #103 Brawley, CA 92227 760-623-7030 eljumpingbean-taqueria.com

Briseida's Kitchen $$ 741 Cesar Chavez Blvd, Calexico, CA 92231 760-618-9180 https://bit.ly/3b2oeod

Cilantros La Taqueria $ 643 S 4th St Ste 1, El Centro, CA 92243 760-693-5337 https://bit.ly/3gBgdJu

Cabos Modern Kitchen $$ 201 N. Imperial Ave, El Centro, CA 92243 760-693-5393 bit.ly/3WxXoMu

D’Lupita's Restaurant $$ 336 W 5th St, Holtville, CA 92250 760-356-7100 https://bit.ly/3gwwvo5

Cachanillas Tacos & Cheves $$ 1101 Paulin Ave., Calexico CA 92231 760-890-0121

D'Poly Taco, Grill & Beer $$ 1573 W. Main St, El Centro, CA 92243 760-970-4243 https://bit.ly/35vdKLw

El Jumping Bean CLX $$ 114 W Birch St Calexico, CA 92231 760-890-0118 Hacienda Market & eljumpingbean-taqueria.com Snack Bar $ 941 K St, El Lagunero Restaurant & Bar $$ Brawley, CA 92227 760-344-5542 460 Holt Ave. https://bit.ly/3b0ILJR Holtville, CA 92250 760-756-3005 Holtville Taco Shop $ El Menudazo $ 404 E 5th St, 548 Broadway #C, Holtville, CA 92250 El Centro, CA 760-356-5756 760-970-4940 www.holtvilletacoshop.com bit.ly/3n8dezl

Cardenas Markets $$ 1620 N. Imperial Ave, El Centro, CA 92243 760-482-0139 www.cardenasmarkets.com Celia’s Restaurant $$ 1530 Adams Ave, El Centro, CA 92243 760-352-4570 https://bit.ly/3q4ZFxQ

El Cañon $ 625 Main St, Brawley, CA 92227 760-344-2411 El Chochis Snacks & Salads $ 1065 Main St, Brawley, CA 92227 760-790-8242 https://bit.ly/3K9LdzB

El Merendero $$ 1702 N Imperial Ave, El Centro, CA 92243 442-283-5014 https://bit.ly/3GdMxxW

Flautas & Sopes $$ 1531 Ford Dr, El Centro, CA 92243 760-336-0825 www.flautasysopesusa.site Flautas & Sopes $ 715 Cesar Chavez Blvd, Calexico, CA 92231 760-357-0655 www.flautasysopesusa.site

Jalisco's Bar & Grill $$ 844 N. Imperial Ave, El Centro, CA 92243 760-353-2515 https://bit.ly/3nhTvsZ

El Zarape $$ 139 S. Imperial Ave, Imperial, CA 92251 760-355-4435 https://bit.ly/3gCuPrP Flautas & Sopes $ 1622 S 4th St, El Centro, CA 92243 442-283-5090 www.flautasysopesusa.site

Johnny's Burritos 490 D St., Brawley, CA 92227 760-344-0961 https://bit.ly/3cJkERa Fall 2026

Johnny's Burritos 301 Wake Ave., El Centro, CA 92243 760-353-0963 https://bit.ly/3cLY2Qb

Johnny's Burritos 105 S. Imperial Ave., Imperial CA 92251 760-355-0962 https://bit.ly/3vzAxAh

K Taquiza Restaurant $ 249 E Main St, El Centro, CA 92243 760-693-5088 https://bit.ly/3GcVSpA

Karina's Mexican Food $$ 845 Adams Ave, El Centro, CA 92243 760-337-0027 https://bit.ly/3njjQXG

La Resaca $$ 143 S. 6th St, El Centro, CA 92243 760-592-4971 https://bit.ly/3vFQox3

La Birrieria Red Tacos $ 710 Heil St, El Centro, CA 92243 (760) 970-4406 https://bit.ly/2SHS77N

Las Chabelas Restaurant $$ 749 S. Brawley Ave, Brawley, CA 92227 760-351-2991 www.laschabelas.com

La Fonda Bar & Grill $$ 1950 S 4th St #1, El Centro, CA 92243 760-353-6450 https://bit.ly/3E23yJm La Fuente Restaurant $ 737 Emerson Ave, Calexico, CA 92231 760-357-5760 https://bit.ly/2ZcppyX

Las Palmitas Taco Shop #1 $ 110 Main St., Brawley CA., 92227 760-550-6074 Las Palmitas Taco Shop #1 $ 2003 S. 4th St, El Centro, CA 92243 760-352-2757 https://bit.ly/3gwEUYH

Las Palmitas Taco Shop #2 $ 880 Adams Ave, El Centro, CA 92243 760-370-9120 https://bit.ly/3cL3jr0 Letty's Casita $$ 705 S. 4th St, El Centro, CA 92243 760-352-8170 https://bit.ly/3wBPpPV Los Cerritos Restaurant $ 411 E 5th St, Holtville, CA 92250 760-756-3097 https://bit.ly/35yM1t9 Ma Lupe's $$ 2600 Thomas Dr. El Centro, Ca. 92243 (760) 592-4535 Ma Lupe's $$ 390 W. Aten Rd, Imperial, CA 92251 760-355-1180 Maggie $$ 582 Adams Ave , El Centro, CA, 92243 442-231-8628 https://bit.ly/4jZviqm

An Imperial Valley Tradition

Est. 1963 Place your delivery order • www.imperialvalleydelivery.com

TAKE OUT, CURBSIDE AND DRIVE THRU, NEW HOURS! (Drive thru only in Brawley and Imperial)

BRAWLEY 490 D Street Brawley, CA 92227 (760) 344-0961

Fall 2026

IMPERIAL 105 S Imperial Ave Imperial, CA 92251 (760) 355-0962

EL CENTRO 301 Wake Ave El Centro, CA 92243 (760) 353-0963

Sofia’s Kitchen $$ 395 A St Ste B Brawley, CA 92227 760-623-1777 bit.ly/3HkRx5Z Nana Dora's 103 W. K St., Brawley, CA 92227 760-344-2677 https://bit.ly/2S3kWex

Nana’s Kitchen $$ 502 W. Aten Rd., Imperial, CA 92251 760-457-6077 https://bit.ly/3zCHvri Patty’s Loncheria $$ 1191 Main St, Brawley, CA 92227 760-960-9023 https://bit.ly/3B3hjHd Perlita's $$ 1649 W. Main St, El Centro, CA 92243 760-970-4107 perlitasmexicanfoodca.com Puerto Nuevo Patio & Grill $$ 395 Broadway, El Centro, CA 92243 760-336-0430 https://bit.ly/3iMIrUj

Sofia’s Seafood & Grill $$ 132 S Plaza St. Brawley, CA 92227 760-623-1080 bit.ly/3NbNgFO Sombrero Mexican Food $$ 703 E. Danenberg Dr, El Centro, CA 92243 760-337-2160 https://bit.ly/3xyamev Taco Mex $$ 900 W Birch St Suite #7 & #8, Calexico, CA 92231 760-890-5266 tacomexca.com Taco Mex $$ 710 S. 4th St, El Centro, CA 92243 tacomexca.com Tacos De Pescado Marlyn $$ 1614 S 4th St, El Centro, CA 92243 760-353-1686 https://bit.ly/2SAvbaI

Rosa's Plane Food Inc. $$ 445 S. Imperial Ave, The Burrito Maria's Taco Shop $ Calexico, CA 92231 Factory $$ 401 Broadway, 760-890-8860 240 W, Main St., El Centro, CA 92243 https://bit.ly/3q5sg5Q Brawley CA, 92227 760-675-6546 760-550-6233 https://bit.ly/3iLMFLP Rosa's Plane Food Inc. $$ The Burrito Mi Casita $$ 1523 Ma in St., Factory $$ 324 S. Imperial Ave. Ste B, El Centro, CA 92243 130 S. Imperial Ave. #3458, Calexico, CA 92231 442-231-8040 El Centro, CA 92243 760-556-9895 760-693-5110 https://bit.ly/3q5sg5Q https://bit.ly/3cO17PE https://bit.ly/3zxSGSd Mexca Brew Co. $$ 612 W Main St, El Centro, CA 92243 760-970-4544 https://bit.ly/2SkabEM

Sobe's Restaurant $ 1151 S. 4th St. EL Centro, CA 92243 760-352-6838 sobesrestaurant.com

Virginia's Casita $ 645 Main St, Brawley, CA 92227 760-351-2386 https://bit.ly/3b41jck 

ROPING CONTINUED FROM | PAGE 9

competed in rodeo, but he found real success in regional team roping events called “jackpotting.” That is where teams competed in several rounds for prize money. “My strength was consistency,” Taylor said. He team roped until 2000, then stepped away from the sport when the local ranch where he trained, which was owned by the late Jeff Moore, shuttered. In 2017, he found his way back to team roping and has been competing ever since in jackpotting events. Taylor might represent a third or fourth generation of Valley team roping, but the story continues in the Valley with new generations. Imperial resident Alfredo Ruiz, 57, a retired professional charro cowboy, and his son, Miguel Ruiz, 32, continue to compete in rodeo team roping events. They last competed at Cattle Call in 2024. They will not compete this year (Miguel is busy at law school), but the father-and-son team hopes to return next year. Alfredo and his son competed for five years straight at Cattle Call, and while they did not win during that time, Miguel said “putting up a time” in competition meant a great deal. “We put up a time against some of the best dudes in the sport,” he said. Miguel added that even as he focuses on law school, team roping remains an important part of his life. “Team roping is a lifestyle. It’s what we live, breathe, and die for.” Alfredo spoke of his love for the sport. “It means a great deal to

Carter Taylor (left) team ropes with a partner during a recent team roping event in Yuma. - Photo courtesy of Carter Taylor me to participate in a sport that involves riding horses,” he said. Alfredo Ruiz’s home in Imperial has an attached arena where he and his son maintain up to 10 steers. They practice team roping almost daily when time allows, and Alfredo is teaching a new generation of young riders. Miguel believes the next generation will pick up team roping in the Valley. “I still have faith it’s in the blood and the dirt in the Valley,” he said. “We aren’t going anywhere. We’ll always be here.” 

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GOLDEN CIRCLECONTINUED FROM | PAGE 10

TOP PHOTO: Members of the Cattle Call Rodeo Committee. BOTTOM PHOTO: Hellen Palomino, CEO of the Cancer Resource Center of the Desert. - Photos courtesy of the rodeo committee and Palomino “I’m so grateful,” she said. “No one is prepared to face a child’s cancer diagnosis and the associated expenses.” Of her daughter, she said, “Nicolette is a very strong girl. She has amazed us, being so young and brave. She has faced pain, fatigue, and much more, yet she still

has that big smile and a desire to play. She is unique.” The Golden Circle fundraising includes seeking donations from local businesses, organizations, and individuals, and during all three rodeo performances— Nov. 13, 14 and 15—a “golden boot” will be passed through the stands to help raise funds. The funds will support the two families, Torres said, adding that in years to come, the committee would look to expand the number of families receiving support. When it comes to fighting this disease, Torres said, “Families face financial impacts whether it is from time off work, traveling, or medications. We just want to provide what financial support we can.” Helen Palomino, CEO of the Cancer Resource Center of the Desert, said it has been an honor to work with the Rodeo Committee on this program to help children. “This is such a beautiful recognition of the courage of these youths, and the courage of their families,” said Palomino, whose organization provides free support and guidance to resources for both youth and adults. When a youth is diagnosed with cancer in the Imperial Valley, in most cases it means they must leave the Valley to seek care, with the closest facility being Rady’s in San Diego. That means, Palomino said, families face great hardship in both the emotional strain and the financial impact of care.

“It can place families upside down,” she said. “There is the worry and financial impact and just trying to live life with this new fear.” While there are no statistics available on how many youths in the Valley are currently being treated for cancer, Palomino said her agency is providing support to 30 young people and their families—though some are now over age 18. Many of the youths are in remission, but she said even then, care and costs continue. “There are so many ongoing physical and emotional impacts,” she said. Looking ahead, she said the Golden Circle program will become an important component in the local effort to build cancer awareness and raise funds, adding that the Cancer Resource Center depends on this kind of community support. As a non-profit that provides free services, it has struggled over the years to meet community needs. The center was forced to close in March 2025 due to a lack of funds, but with help from county leaders and the community, it reopened in August 2025. “Our goal continues to be to provide hope and guidance,” she said. “I am so grateful now to be able to team up with our local Cattle Call Rodeo.” Torres also said the Rodeo’s Committee seeks to provide hope. “The grand hope is that kids don’t have to deal with this disease, but we want to be a source of support and hope for them.” 

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Tech Complex

Opens at Imperial Valley College

Imperial Valley College’s new auto, diesel, and arts complex is fully operational for the fall 2026 semester, marking a major milestone in the institution’s commitment to expanding educational access and workforce training. Made possible through community support of Measure J—a general obligation bond approved by Imperial Valley voters in 2010—the 30,000-square-foot facility represents the culmination of a vision more than two decades in the making. Following a ribbon-cutting ceremony on July 15, the complex is now an active instructional environment equipped with industrystandard technology, specialized laboratories, and modern classrooms.

The facility houses automotive technology, diesel technology, art, and photography programs, allowing students to hone practical skills in settings that mirror professional workplaces. For automotive and diesel students, the expanded capacity allows class sizes to grow from 22 to 35 students. The complex also features dedicated art spaces, a darkroom, electric vehicle charging stations, and a solar energy system with battery storage. As one of the final major projects funded by Measure J, the facility highlights the long-term impact of community investment in higher education. During the July opening, Imperial Community College District Board President Eric Ortega emphasized

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the investment’s broader purpose. “Today represents far more than the completion of a building,” Ortega said. “It reflects our commitment to investing in students’ workforce development and creating opportunities that will benefit our community for generations to come.” Constructed by Erickson-Hall Construction Co., the complex strengthens IVC's ability to link classroom instruction with evolving regional economic needs. IVC. As fall classes proceed, the new complex is delivering on its promise to prepare Imperial Valley students for meaningful careers.

Career Services Center Expands Student Support in New Facility Imperial Valley College students can now access expanded employment assistance at the IVC Career Services Center, located in Room 1601 of the newly opened auto, diesel, and arts complex. The center offers one-stop support for students entering the workforce, exploring career paths, or sharpening professional skills. Services include resume writing, cover letter revisions, job search strategies, employment application assistance, and mock interviews to help students build interview confidence. Additionally, the center connects students with internships, job placement assistance, and a professional clothing closet that provides attire for interviews and career events. Located within the new CTE complex, the center is open Monday through Friday from 8 a.m. to 5 p.m. Students can schedule appointments in Room 1601 by calling 760-355-5721 or submitting an online request form.  Fall 2026

National Rec

Recovery Is F

s September marks National Recovery Month, this year’s observance of the work to address substance use disorder also marks a noted change in treatment as Imperial County Behavioral Health Services (ICBHS) implements an expanded approach under the Behavioral Health Services Act (BHSA). This comes after more than a year of planning and community engagement

Fall 2026

focused on building a model that more closely connects the treatment of substance use disorders and mental health care. “BHSA represents an important shift in how we think about treatment and recovery in Imperial County,” said ICBHS Deputy Director Jose Lepe. “At its core, BHSA recognizes that behavioral health is broader than mental health alone and expands the focus to include individ-

uals with substance use disorders.” That change is significant, Lepe said, because it allows ICBHS to look more holistically at the needs of individuals and families and to better connect substance use treatment with other factors that influence long-term recovery. Substance use disorder (SUD) treatment is a critical public health issue in Imperial County, affecting not only the individual

covery Month

For Everyone using the substance, but families, children, friends, healthcare systems, schools, the justice system, and the community.

vention for youth, offers effective treatment for adults, and continues to support people throughout their recovery journey,” Lepe said.

“As a Behavioral Health Plan, we see firsthand how substance use can intersect with mental health conditions, housing instability, involvement with the justice system, and other social and health challenges,” Lepe said.

The expanded treatment under BHSA is helping achieve that goal. The transition is an opportunity to strengthen the continuum of SUD care—from early intervention to outpatient and intensive outpatient treatment, residential services, crisis and field-based services, and ongoing recovery supports.

Those with a SUD may struggle with alcohol, opioids, stimulants, or other substances, and many individuals ICBHS serves have co-occurring mental health conditions, Lepe said. About 87 percent of individuals ICBHS treats in its SUD programs have a co-occurring mental health disorder. “This reinforces why we cannot look at substance use in isolation and have to treat the whole person,” Lepe said. For Imperial County, working-age adults— particularly those between 19 and 44—represent the age group in which ICBHS currently sees the greatest level of SUD treatment utilization. At the same time, Lepe said, it is important not to overlook younger people as prevention and early intervention can change the trajectory of a person's life. “Our goal is therefore not simply to respond to the age group that is showing up for treatment today. It is to build a system that reaches people before substance use becomes a more serious disorder, provides early inter-

“Our goal is not simply to help someone complete a treatment episode; it is to help people establish sustainable recovery and build healthier, more stable lives,” Lepe said. ICBHS already provides a continuum that includes counseling, care coordination, family services, medications for addiction treatment, and recovery services. BHSA provides an opportunity to continue strengthening that continuum based on the needs of the community. One of the most significant changes is the emphasis on reaching people with the greatest needs and addressing barriers that can prevent individuals from successfully engaging in treatment. BHSA places particular attention on vulnerable populations, including individuals experiencing homelessness, people who are justice-involved or returning to the community, and individuals at risk of institutionalization.

“This encourages us to think beyond the traditional treatment setting and ask what a person needs to be successful in recovery; whether that includes housing, employment, family support, transportation, peer support, or connection to other community resources,” Lepe said. ICBHS is also investing in expanding treatment capacity in Imperial County. The groundbreaking of our new Adult Residential Substance Use Disorder Treatment Facility is an example of ICBHS’ commitment to increasing access to residential treatment and recovery services locally. The changes in treatment come as this year’s National Recovery Month theme is, "Recovery is for Everyone: Every Individual, Every Family, Every Community." “Ultimately, this theme is a powerful reminder that recovery does not happen in isolation. When an individual finds recovery, families can heal, children can experience greater stability, workplaces and neighborhoods become stronger, and communities healthier,” Lepe said. “ICBHS is committed to building and supporting a continuum of care that makes treatment accessible, recovery attainable, and hope visible to every person and family we serve.” Anyone in need of support is encouraged to contact ICBHS at (442)-2651525 or Call: 1-800-817-5292. 

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For an appointment call: (442) 265-1525 • (800) 817-5292 bhs.imperialcounty.org

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WOMEN CONTINUED FROM | PAGE 17

Ana Pastrana conducts studies in the field. - Photo coutersy of Ana Pastrana go into and to show that they’re just as capable as a man to do the job and still be that wife and mother at home,” Peeks said.

Ana Pastrana As the plant pathology advisor for the University of California Cooperative Extension (UCCE), Ana M. Pastrana has served Imperial, Riverside, and San Diego counties since 2024. In her role, which includes working at the UCCE facility in Holtville, she diagnoses plant diseases affecting field, fruit, horticultural, and vegetable crops. She also develops applied research and extension programs to help growers manage plant

diseases effectively. Pastrana’s career in agriculture began in 2010 when she started her doctoral program in Spain and studied plant pathology. Since joining UCCE, Pastrana has worked with farmers, farm managers, and pest control advisers, applying fastpaced research to address challenges such as fungal and viral pathogens, emerging disease threats, and more eﬃcient, effective fungicides. “Agriculture directly affects people's lives and livelihoods, and being able to contribute to that–protecting crops, supporting farmers, and ultimately helping ensure a safer, more reliable food supply–is deeply meaningful to me,” Pastrana said. She said to best serve agriculture, it is important to have diverse voices in the industry, including the perspectives of both women and men. “There's also often a lack of visible women mentors or role models in certain sectors. When there are very few women in a given position, it can be harder for the next generation to picture themselves there,” Pastrana said. She hopes that won’t discourage women from considering a career in agriculture. “There may be times when you're the only woman in the room, but that's exactly why more of us are needed. Agriculture needs more women's voices and perspectives to keep improving,” Pastrana said. 

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FOLKLORICO CONTINUED FROM | PAGE 7

breaks in Valley, Juanita practiced with Quiroz, who is also her nina (godmother), and the Las Flores Del Valle Ballet Folklorico group. Though she had danced with a student-led folklorico dance club at school, dancing with family was a dream come true. Ortiz’s grandmother, who is Quiroz’s sister, introduced the family to the tradition of folklorico dancing. Ortiz recalls seeing her mother perform, stating that she was a collegiate dancer and the director of the folklorico dance group at Stanford University. She said it brings her joy to dance the songs she grew up watching her mom dance to, and she loves spending time not only with her godmother, but with a group of women from the Valley who have dedicated much of their time to showcasing the Valley’s Mexican culture. “I think in the Valley, it is very important to showcase that we're such a unique place where we have the border, but at the same time, we're neither here nor there. So, it can be challenging to represent a culture that's over the border but is also a part of the majority of our lives here. It's great seeing the

Pictured are members of the Las Flores Del Valle Ballet Folklorico group. - Photo by Joselito N. Villero love that audiences give us, even if they aren't part of Mexican culture. I think everybody in the Valley still has that bit of Mexican love in them,” Ortiz said. Martinez agreed it's important to share their dance with the community. “We wanted to show them what Mexican heritage is. It’s not just the dresses; it’s the culture behind it, the traditions

behind it,” she said. “For the older generations, it brings them nostalgia, to remember where they came from. It gives them something to remember.” To learn more about the group, their schedule, or to book a performance, those interested can reach them on Facebook, Instagram, or by email at floresdelvalleimperial@gmail.com. 

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RACER CONTINUED FROM | PAGE 13

Heger as the face of Polaris just as basketball great Michael Jordan and golf legend Tiger Woods are the faces of Nike. “He’s been instrumental in the team’s success,” Clarke said, adding, “When I put this team together, he was the first driver I wanted. It’s been a great relationship.” That success has included not only winning the Triple Crown in his class,

but also races like the Mint 400 in Las Vegas, the SCORE International Series of races in Mexico, and more. Both Clarke and Heger spoke of what comes next for the Polaris team. The goal, they said, is not only to keep winning in the UTV class, but to win overall races, beating all classes of offroad vehicles. “I want to be the fastest ever,” Heger said. 

Brock Heger holding trophies from 2025 victories. - Photo courtesy of the Polaris team

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LITTLE GEMS CONTINUED FROM | PAGE 19

because lettuce is a cool-season crop. As temperatures fall along the California coast, winter crop production tends to shift to the California desert. “The desert southwest is where your lettuce comes from in the winter,” Vessey said. Farm manager Kameron Purdy agrees. He currently manages crops, including Little Gems, for Jack Brothers, Inc., founded in 1914 in Brawley. “This region touts sunny and warm daytime conditions with relatively few freezes,” Purdy said. “Crops like the Little Gem are sensitive to heat.” Jack Brothers began planting Little Gems in September and will finish in December. Harvesting runs into spring. The crop is then boxed and sent to the company’s shipping partners for distribution nationwide. The Jack Brothers organization faced a unique challenge to its business practices when it started growing the Little Gem lettuce. Because the crop is sensitive to heat, sprinklers are needed through the fall before transitioning to the organization’s water-conserving drip irrigation system. Jack Brothers has installed soil-

Grower Jack Vessey of Vessey & Co. in one of his Little Gem fields. - Photo coutesy of Vessey & Co. moisture meters and is regularly conducting trials to determine how much irrigation crops require. In the end, Purdy believes the end justifies the means if it supports the Imperial Valley’s economic vitality and the success of local farmers. “We’ve experienced agricultural production moving to Mexico and areas east of Yuma,” Purdy said. “We need all

the crops growing here we can get.” Little Gems may not yet be at the top of all Imperial Valley farmers’ crop list, but Vessey sees a strong future for the crop. “The grocery produce aisle today offers so many more varieties than it did 30 years ago because farmers took chances to create choices for consumers,” Vessey said. 

Fall 2026

70 Years of Tradition: Brawley Celebrates the Platinum Platinum Roundup! Brawley’s most beloved Western tradition is celebrating a milestone! The 2026 Cattle Call Rodeo & Celebration marks its 70th anniversary with this year’s special theme, “The Platinum Roundup.” Presented by the Brawley Chamber of Commerce and One World Beef, this year’s celebration promises to be one for the history books, bringing together seven decades of Western heritage, community pride, and unforgettable traditions. From a brand-new golf tournament to the return of longtime favorites, the 2026 Cattle Call will fill Brawley with music, delicious food, friendly competition, and plenty of cowboy spirit. Dust off your boots, grab your cowboy hats, and get ready to celebrate 70 years of Cattle Call! Inaugural Cattle Call Golf Tournament – Friday, November 6 For the first time in Cattle Call, the celebration is hitting the greens! The inaugural Cattle Call Golf Tournament brings a new twist to the festivities, combining the spirit of the Wild West with a day of golf, friendly competition, and community camaraderie. Golf enthusiasts, local businesses, and Cattle Call supporters are invited to saddle up for this one-of-a-kind tournament, featuring great prizes, opportunities to connect, and a chance to become part of a brand-new Cattle Call tradition. Who says cowboys can't golf? Cattle Call Chili Cook-Off – Saturday, November 7 The beloved Cattle Call Chili Cook-Off is turning up the heat, and this year, it's going back to its roots as a daytime celebration! Families and friends can once again enjoy this flavorful tradition under the Imperial Valley sunshine as local cooks and backyard grill masters compete for bragging rights and the title of best chili. Adding to this year's celebration, One World Beef is supporting participating contestants by providing complimentary meat for their competition entries, helping encourage even more teams to join the fun. With delicious food, entertainment, local vendors, and plenty of Western charm, the Chili Cook-Off is the perfect way to kick off a weekend of Cattle Call festivities. Cattle Call Mariachi Night – Wednesday, November 11 Drawing more than 16,000 attendees, Cattle Call Mariachi Night has become one of the Imperial Valley's most anticipated community celebrations, bringing together generations of families for an unforgettable evening of music, culture, and tradition. Downtown Brawley will come alive with the sounds of talented mariachi groups, captivating performances, and the unmistakable energy of a community celebrating its Mexican heritage. With dozens of food and merchandise vendors, authentic flavors, and music that keeps the crowd singing and dancing, Mariachi Night is an experience unlike any other. Cattle Call Western Parade – Saturday, November 14 The celebration reaches its grand finale with the iconic 70th Annual Cattle Call Western Parade, stepping off at 9:30 AM along Brawley's Main Street. Thousands of spectators will line the streets to witness a spectacular display of Western heritage, featuring beautifully decorated floats, equestrian groups, marching bands, local organizations, and community participants celebrating this year's Platinum Roundup theme. For 70 years, Cattle Call has represented much more than a rodeo. It is a celebration of Brawley's history, agricultural roots, and the generations of families who have kept this tradition alive. The parade brings that legacy to life, reminding us why Cattle Call continues to hold such a special place in the hearts of Imperial Valley residents. Seventy years of memories. Seventy years of tradition. One unforgettable Platinum Roundup! The Brawley Chamber of Commerce invites the entire Imperial Valley to be part of this historic anniversary celebration. Whether

you're a lifelong Cattle Call attendee or experiencing the festivities for the first time, there's no better year to join the tradition.

Fall 2026

For more information, visit www.brawleychamber.com. www.brawleychamber.com

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