Las Cruces ‘Whole Enchilada Fiesta’ icon Roberto Estrada dies

LAS CRUCES, New Mexico -- For more than three decades, Roberto Estrada was the man who created what was the one-time Guinness World Record holder for largest enchilada. It was the centerpiece of the annual Las Cruces 'Whole Enchilada Fiesta.'

He died early Wednesday morning in his mid-80s, his family confirmed to ABC-7.

Estrada held the Guinness World Record for largest enchilada for 10 years; he was also the owner of Roberto's Mexican Food restaurant in central Las Cruces.

According to a profile in the Mesilla Valley Business Journal, Estrada was the middle child of 13 and went to work at age 10.

Estrada would later work with tortillas, then tamales, and eventually the entrepreneur would open his own restaurant.

He founded the 'Whole Enchilada Fiesta' with the city of Las Cruces back in 1980. But Estrada retired from making the 10 1/2 foot enchilada back in 2015, which effectively ended the fiesta.

He was credited with bringing Las Cruces national notoriety with his larger-than-life enchilada - and was well-known throughout the state of New Mexico.

"Roberto was a humble, hard-working man who really put Las Cruces on the map when he would do his Whole Enchilada Fiesta," Mayor Ken Miyagishima explained. "He's an icon for us in Las Cruces and southern New Mexico."

The mayor added that Estrada would also be remembered as someone who was always willing to help those in need.

"We'll miss the fact that no matter who you were, if you needed help, he always donated. Whether it was a funeral, a fundraiser, anything, he donated his food to any cause he had," Miyagishima said.

The mayor indicated that the Las Cruces city flag was flying at half-staff in Estrada's honor.