by Candolin Cook on
“CARNE SECA HAS been around for centuries,” says Pablo Lujan, owner of DeeDee’s Finest Beef Jerky. “We’re keeping that tradition alive.” The Española jerky outfit started 25 years ago, when founder Denise “DeeDee” Vigil began making small batches at home, building a following one bag at a time before growing into a local institution. When Vigil announced plans to close in 2024, longtime family friend Lujan stepped in to keep the operation going. “I just didn’t want to see it go away,” he says. Within months, Lujan purchased the business—recipes, equipment, and all—and reopened with a promise: DeeDee’s would always stay in Española. Today, he continues to use Vigil’s original recipes, focusing on quality and tradition, from hand-slicing USDA-certified Angus beef to crafting bold flavors with local ingredients. Standouts include the line’s bestselling teriyaki and spicy Caribe Chile Jerky, made with blended pods and spices turned into a rich paste that coats each strip. “The thin texture, the way we make our seasonings—that’s what sets us apart,” Lujan says. While working toward sourcing more local beef and expanding operations, Lujan sees DeeDee’s as part of a northern New Mexico food legacy. “We’ve been able to keep a local business local.”