Meet Oscar Holguín — The Heart Behind What’s Up CoCo, a Story of Resilience, Freshness, and Community

The story of Oscar Holguín is one of hard work, perseverance, and resilience. He arrived in San Francisco in 1989 from Sinaloa, Mexico, in search of new opportunities. His first years were spent working at Casa Lucas, but soon after he decided to strike out on his own, selling fruits and vegetables to local restaurants.

In 1997, he founded Lucero Produce inside the Mission Market, a business he sustained with dedication until 2015, when a fire forced him to leave the place he had built with so much effort. Refusing to give up, he spent two years driving trucks to make ends meet, before returning to his true passion: selling fruits and vegetables, this time as a street vendor on Bartlett Street, across from City College.

His journey has not been without challenges. Over the years, Oscar opened several businesses and storefronts, but the economic crisis after September 11 deeply affected his projects. Many of them passed into the hands of family members and were eventually sold. Still, Oscar never lost the determination to start again.

In 2014, he returned to the Mission as a street vendor, where with his charisma, dedication, and hard work, he once again earned the trust of the community. A proud father of four, today his daughter supports him in the business, while each of his children has pursued their own professional path, a reflection of the values of effort and perseverance they learned from him.

On August 2, 2025, Oscar Holguín took a new step in his journey by officially opening What’s Up CoCo at 2669 Mission Street.This project represents not only a more solid and stable business, but also a rebirth after each challenge. For Oscar, opening this store means continuing to offer the best of himself to the community that has stood by him for decades—proof that with resilience and faith in the future, it is always possible to begin again.