CONTRIBUTED PHOTO A billboard featuring La Carreta Mexican Grill’s now federally trademarked phrase “No Love, No Tacos” is shown from the Center Street bridge in Marshalltown.

Four words — No Love, No Tacos — have come to define and embody the mission of La Carreta Mexican Grill, one of Marshalltown’s most beloved eateries, and now, the slogan that arose out of a heated moment in American history is officially a federally registered trademark 5 ½ years later.

The restaurant’s owner, Alfonso Medina, announced the news on the La Carreta Facebook page last Sunday, and in an email to the T-R, he reflected on the history of the phrase and what it means for his business going forward. “No Love, No Tacos” arose out of some criticism sent via an anonymous letter at a time when political tensions were high and protests were raging across the country in the aftermath of the police killing of George Floyd in Minneapolis.

“The phrase started in 2020 as a very real, very human response. We received some negative feedback via an anonymous letter, and instead of responding with anger, we wanted to be clear about who we are and what we stand for. We believe food should be rooted in love, respect, and dignity, both for the people making it and the people enjoying it,” Medina said. “Ending that reply with ‘No Love, No Tacos’ wasn’t planned, but it struck a chord. Over time, it evolved from a response into a reminder, first for us, then for our customers, that kindness and respect matter, especially during difficult moments.”

In a practical sense, the trademark now allows Medina and his team to protect something that has grown far beyond the walls of the establishment at 308 Iowa Ave. E.

“We had already been using the phrase on merchandise to help fund a local scholarship we founded, and we wanted to ensure it stayed rooted in its original intent. The trademark gives us clarity and protection as we continue to grow, but it also reinforces that this message belongs to the community that helped it spread,” he said.

The response to the trademark news has been overwhelmingly positive thus far as customers have shared stories about wearing merchandise with the slogan on it while traveling, gifting it family, and even tattooing it on themselves.

“That level of connection tells us this isn’t just a slogan, it’s something people genuinely identify with, and that’s been humbling to see,” Medina said.

Currently, the ever-active restaurateur doesn’t have any other trademarks in the works, but he hopes that if another opportunity produces itself, it will come about organically the way “No Love, No Tacos” did. And in the meantime, La Carreta will remain focused on consistency, community and culture in 2026.

“We’re proud of our growth, but our priority remains treating people right, our staff, our customers, and the community that supports us. We’ll keep refining what we do best and showing up the same way we always have,” Medina said.

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Contact Robert Maharry

at 641-753-6611 ext. 255 or

rmaharry@timesrepublican.com.