12KM: A story of paella, family, and tradition. from La Quadra Brandmovies on Vimeo .
'Whatever you don't do, stays undone'
This phrase was often used by Rafa Margós, the father of our Mestre Paeller. A phrase passed down from generation to generation in the family, and one that Rafa still embraces today. A phrase that demonstrates the courage of this family, which started the takeaway paella business in their humble garage in Chiva Paellas Margós, and which has been the seed of the family restaurant Bairetas and, of course, the El Paeller brand.
Cooking paellas over wood since 1990
'My father never had to call me or my brothers to work on a Sunday.' And it seems this family has a passion for firewood in their blood. As they explain in the documentary, while many people are scared of fire, the Margós brothers find it instills calm and control. 'We consider smoke just another ingredient in our work, in our dishes.'
Why 12 km?
Margós's family takeaway paella shop became a reference point in the region, with people from Cheste, Ribarroja, and Godelleta coming to enjoy their paella. A 12-km radius was the Margós family's reach in terms of demand for paellas. Rafa's father already wanted to break that barrier in the 1990s. And years later, Rafa took up the mantle and began thinking of ways to bring paella to more distant palates.
From idea to fact
Seeing how the olive brand Molero sterilized canned black olives gave Rafa the idea of doing the same with his paellas. After many tests, laboratory visits, and cooked paellas, El Paeller was born. The first packaged paellas, cooked over wood and with 100% natural ingredients. An idea that has revolutionized the world of paellas and allows anyone, anywhere in the world, to eat a wood-fired Valencian paella like the ones Rafa Margós cooked in his garage.
