By Victoria Reyna-Rodriguez
“No love, no tacos.”
It’s more than a catchy phrase at La Carreta Mexican Grill — it’s the philosophy that guides Alfonso Medina’s life and business. The family-owned restaurant has used the slogan for years and officially trademarked it after more than two decades of serving the community.
Medina was recently named the 2025 Restaurant Neighbor Philanthropist of the Year by the Iowa Restaurant Association, recognized for his “No Love, No Tacos” campaign and longstanding community support. The Marshalltown restaurant owner has partnered with numerous organizations, contributing to scholarship programs, coat and food drives, and local community resources, including the House of Compassion.
Born in Roanoke, Virginia, Medina moved to Iowa at age five and also spent part of his childhood in Mexico, shaping a strong connection to his cultural roots. He grew up in a family of business owners who operated several restaurants across Iowa.
“Business was always part of our daily life,” Medina said. “It was talked about at the dinner table and still is today.”
He later earned a degree in hotel, restaurant, and institution management from Iowa State University, combining hands-on experience with professional training.
“All of this has shaped the way I lead, serve, and grow,” he said.
Medina now lives in Marshalltown, where La Carreta is located. His pride in the community fuels his commitment to giving back.
“My philanthropy is inspired by the simple fact that I have the privilege to give back, so I choose to do it,” Medina said. “You don’t have to experience hardship personally to care about others.”
At La Carreta, community support is not occasional — it’s part of the culture. After reopening the restaurant in 2018 following a four-year closure, Medina focused on giving it renewed purpose beyond serving food. Through social media, strong customer relationships, and deep community roots, the restaurant has become a hub for connection and service.
Medina views his recent award as a shared achievement.
“This recognition reflects our team, our customers, and the Marshalltown community,” he said. “It motivates me to keep growing responsibly and creating more opportunities to give back.”
For Medina, the message remains simple: no love, no tacos — and no success without generosity.
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