Rodeo's Market is located in the Southwest Plaza shopping center. This is a family owned business which caters to the Mexican and Latin American population and persons wishing to find authentic Mexican meats, produce and ingredients from both area farms and south of the border. The meat market is the center of the store offering fresh butchers pork, chicken and beef. The shop has a bread section where homemade tortillas are made from flour and corn. There are also fresh baked pastries from a Mexican bakery in nearby Encinitas. There is also a communication center where phone cards and money wire services are available.