Palms Trading

Around 1933, the Del Frate brothers went into business together selling mugs of beer as well as spirits and wines on the corner of Rio Grande and Central Avenue in Albuquerque, New Mexico. The “Beer Garden,” as it was known, needed a name so the brothers began to discuss possibilities. After many days of deliberation, one of the brothers noticed a cardboard cut-out of a group of palm trees, and “The Palms” was born.

Guido then decided a dance hall used only on the weekends adjacent from Palms could be used for better purposes and began a small food market. Since the Palms’ name was already well known in the area, “The Palms Food Market” prospered as one of Old Town’s original merchants.

In 1967, Guido and his sons Angelo and Guido, Jr. decided to move the market and liquor store to a larger building on the family owned property at 15th Street and Lomas, just five blocks east of the original location. The new Palms Market was three times as big as the old one, but the quality of products was still as high as ever.

People would come from all over Albuquerque and surrounding areas to buy homemade food items, however some of the most interesting “regulars”, came from the surrounding Pueblos of Acoma, Jemez, Santo Domingo, Santa Clara, San Ildefonso and others. Thus, The Palms Food Market became a trade center in the 1960’s where Native Americans from surrounding areas could cash checks, buy groceries and pawn handcrafted items to acquire groceries.