There are just ten minutes remaining until it is 5:00 p.m. A group of friends, approximately 60 years of age, rise from their seats after having a chat to settle their bill at the café where they have been enjoying a picado. “The queue is now reaching the Civil Guard,” one of them reads from a WhatsApp message on her mobile device. They then make their way, like countless others, to the central Emilio Luque Moreno Avenue adjacent to La Milagrosa school. Indeed, the queue is already substantial, having started at 2:00 p.m. when the first person took their place by the entrance.
La Orotava initiated the tradition of its charitable roscón 13 years ago. The 4th of January has become a significant date in the Christmas calendar for this town. This Saturday, the community upheld this tradition once again, aimed at supporting families with limited resources in the area. The process is straightforward: locals provide a donation in exchange for a slice of roscón and a cup of hot chocolate.
The funds raised are entirely directed to Caritas and the Red Cross. However, for this event to occur and for the enticing aroma of the pastry cream to permeate the commercial district of La Orotava, the selfless contributions of numerous individuals are essential. Among them, two particular establishments shine: the La Mano Buena patisserie and the Jovita bakery.
The Commerce Councillor, Deisy Ramos, underscored the engagement of the Orotava business community. Her department is responsible for orchestrating this festive gathering, which merges culinary delights with celebration.
The mayor of La Orotava, Francisco Linares, enjoying a piece of giant Roscón de Reyes /ED
Precisely at 5:00 p.m., the numerous Red Cross volunteers who took part in the task of breaking and distributing the roscón warmly welcomed the first person in line with applause. Following this, impatient attendees swiftly lined up to collect their festive treat, which is a staple in the lead-up to the arrival of the Three Wise Men. Upon exiting the main tent, a smaller tent hosted a group of volunteers offering warm chocolate.
This charitable roscón acts as a prelude and “starting signal” for the festivities associated with the arrival of the Three Wise Men in this northern town of the Island, where the local authorities will present the key to the municipality to Melchior, Gaspar, and Baltasar this Sunday afternoon in San Juan.
Ramos took this opportunity to provide an initial assessment of the outcomes of this Christmas campaign, a period when small businesses compete with larger retail stores for customer attention. “La Orotava is known for its long-established businesses that are close-knit and of excellent quality. To enhance the festive spirit during this season, we commenced our Christmas programming on 22nd November. This will conclude on Epiphany Eve to enliven our town, ensuring that all merchants can also benefit.”
