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Vendors of flavored ice bars trek across Milwaukee's south side
"Si no camina, no vende."
For workers at La Michoacana, this simple selling strategy--"If you don't walk, you don't sell" -- and a sturdy pair of shoes are necessary to achieve a successful summer in the competitive ice cream cart business on Milwaukee's near south side.
The south side paleteria, or ice cream shop, competes with two other Milwaukee paleterias -- Paleteria Leon, on South 14th Street and West Forest Home Avenue, and Paleteria La Michoacana (no relation), on South 13th Street and West Lincoln Avenue.
For 75 cents, a customer can tempt his or her palate with icy, creamy paletas (treats) in a variety of flavors including tamarind, coconut, pecan, pina colada or strawberry. There are 27 flavors in all, the majority of which use chunks of real fruit in the mix.