La Segunda is a family business rich in heart. For four generations, the bakery and cafe has been lovingly passed down. From humble beginnings in Ybor City, La Segunda has grown into four locations and one of the leading producers of Cuban bread in the United States. Over the past century, La Segunda has been changed for the better by each generation, and now carries a legacy that continues to be passed down from parent to child. As we celebrate 110 years of service on July 18th, let’s reflect on each of the four generations who have shaped La Segunda along the way.
First Generation
The original founder of La Segunda, Juan Moré, was born in the Catalan region of Spain and fought in the Spanish-American War in Cuba. During his time in Cuba, Moré fell in love with traditional Cuban bread and began dreaming of opening his own bakery. Moré officially established La Segunda Central Bakery alongside a co-op of fellow bakers and cigar makers in Ybor City in 1915. Moré purchased La Segunda from his partners when the sister bakeries, La Primera and La Tercera, folded. He set out to dedicate his life to the family business, and got to work building a legacy for his children to inherit.
Second Generation
La Segunda was taken over by Juan’s sons Ricardo, Raymond, and Anthony. Ready to devote themselves to the family legacy, the three sons took special care of the bakery & cafe, continuing to build a healthy customer base and strong community ties. La Segunda became famous for its Cuban Sandwiches and bread deliveries. Under the careful supervision of Ricardo, Raymond, and Anthony, La Segunda became known as a Tampa Bay staple, well-loved by locals.
Third Generation
The third generation, Raymond Jr. and Anthony Albert Moré, continued operating and running La Segunda. They were born in Tampa in a time when most of the locals still worked in the Ybor City cigar factories. Anthony Moré earned his doctorate degree in chemistry from Florida State University, and he later taught both high school and college chemistry until he took over the family business. He often said that his chemistry degree played a critical role in perfecting the science of baking the best Cuban bread. Alongside his cousin Raymond Moré, Anthony Jr. worked tirelessly to grow La Segunda—and grow it did.
Fourth Generation
Anthony’s son, Anthony Copeland Moré now owns and operates the La Segunda Bakery of today. He studied at Miami University, where he received a Bachelor of Science in Finance. Copeland Moré left his job in real estate to run the family business with his father Anthony in 2009. Alongside his father, Moré expanded La Segunda into a nationally-recognized brand, producing more than 20,000 loaves of Cuban bread per day. Today, Tampa Bay locals and tourists alike gather at La Segunda to enjoy flavorful sandwiches, delicious pastries, and of course, energizing Cuban coffee.
Each generation of La Segunda ownership has made an impact on the bakery’s legacy. Every anniversary at La Segunda is a special one, made possible by the wonderful Tampa Bay community and the Moré family.
The La Segunda Legacy
At the heart of La Segunda’s enduring popularity is our unwavering commitment to authenticity—especially when it comes to Cuban bread. For over 100 years, we’ve proudly baked our signature loaves using time-honored techniques and the same original recipe brought over by Juan Moré. While the use of palmetto leaves to create the signature Cuban bread crust is dying out due to increased reliance on machines, our master bakers remain committed to honoring the tradition of true Cuban bread with every detail.
What began as door-to-door bread deliveries through Ybor City has now become a nationwide wholesale operation. Today, La Segunda ships bread to restaurants and fans across the country who crave that same fresh, crusty bread that Tampa Bay locals have loved for generations.
While Cuban bread is our foundation, La Segunda is just as well-known for our savory Cuban Sandwiches—layered with mojo pork, ham, salami, Swiss cheese, pickles, and mustard—and our flaky guava turnovers, a customer favorite that sells out fast many mornings.
Our bread may have put us on the map, but it’s our dedication to family, flavor, and authenticity that has sustained us for over a century. From just one loaf to nationwide distribution, our journey is baked into every bite.
Learn More about La Segunda History.