12KM: A story of paella, family and tradition. from La Quadra Brandmovies on Vimeo.
'Everything you don't do, stays undone'
This phrase was often used by Rafa Margós, the father of our Master Paella Chef. It's a phrase passed down through generations in the family, and one that Rafa still embraces today. It's a phrase that demonstrates the courage of this family, who started their paella business in their humble garage in Chiva, Paellas Margós, and which became the seed of the family restaurant. Bairetas and, of course, from the El Paeller brand.
Cooking paellas over a wood fire since 1990
'My father never had to call me or my brothers to work on a Sunday.' It seems this family has a passion for firewood in their blood. As they explain in the documentary, while fire frightens many people, for the Margós brothers it brings calm and control. 'We consider the smoke just another ingredient in our work, in our dishes.'
Why 12 km?
Margós' family paella takeaway became the local landmark, with people from Cheste, Ribarroja, and Godelleta coming to enjoy their paella. The Margós family could serve customers up to 12 km away. Rafa's father had already tried to break that barrier back in the 90s. Years later, Rafa took up the mantle and started thinking about ways to bring paella to even more distant palates.
From idea to fact
Watching the Molero olive brand sterilize their canned black olives gave Rafa the idea to do the same with his paellas. After many tests, visits to laboratories, and countless paellas cooked, El Paeller was born. The first packaged paellas, cooked over a wood fire with 100% natural ingredients. An idea that has revolutionized the world of paella and allows anyone, anywhere in the world, to enjoy a Valencian paella cooked over a wood fire, just like the ones Rafa Margós used to make in his garage.
