Irving Rodriguez has owned the upscale Mexican Restaurant, Asi es la Vida for 8 years, since 2007. The restaurant has been in the family since 2002, and was started by a family friend in1992. Such is Life, was owned by Moises Treves, who got his start cooking traditional Mexican cuisine in southern Mexico in the 1970's.
At first he was selling food on the street out of a station wagon. When he told his story to a favorite customer, she planted the seed for him to have a restaurant by leaving a note and $500. He moved to Phoenix and is credited with creating upscale Mexican food in the valley. The building that houses Asi es la Vida, at 24th street and Whitton, was originally a house and was re-built in the late 80's.
At first he was selling food on the street out of a station wagon. When he told his story to a favorite customer, she planted the seed for him to have a restaurant by leaving a note and $500. He moved to Phoenix and is credited with creating upscale Mexican food in the valley. The building that houses Asi es la Vida, at 24th street and Whitton, was originally a house and was re-built in the late 80's.
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