Tijuana.– It is common to see restaurants across the city that boast "the authentic taste of Veracruz," "the flavor of Colima," and the "Seafood Sinaloa style."

But there are also a growing number of establishments that offer an emerging local cuisine, known as Bajamed, and other international food.

"Diners in Tijuana are living at a time when they are placing a value on the flavors this region produces, but they also have the pleasure of trying different cuisines," said Javier González, director of the Tijuana Culinary Art School.

Fine dining has become a ritual among residents of the border, particularly on weekends and holidays.

It's like going to a party with family, friends, memories and flavors all wrapped up together.

González says the regional cuisine is starting to peak, guided by the principles of freshness and easy preparation.

It's simple food without pretensions, but well prepared, using olive oil, seafood, fruits and vegetables cultivated organically in Ensenada.

For Judith Medrano, wife of Chef Miguel Ángel Guerrero, co-owners of La Querencia and El Taller del Chef, people from Tijuana searching for new flavors are finding them in the basic Baja California cuisine.

It's based on three fundamental characteristics: the use of organic products, a philosophy of natural cooking, and the enviable year-round climatic conditions that yield a great variety of products.

California, home to a world of natural ingredients combined with the great harvest from its southern neighbor, yield a wide range of gastronomic options making this region one of the best for food in Latin America, said Leonardo González, president the Chefs' Association of Baja California.

Furthermore, French, Spanish, Italian and American influences make this region a gourmet center, he added.

The enthusiasm for new flavors doesn't just apply to food. Dozens of restaurants, some with a long tradition and some newly opened, have begun promoting their menus accompanied by the wide variety of wines produced in Baja California or artisan beers from local microbreweries.

And to top off a good meal, or get the day going, a variety of smaller establishments grind their own coffee beans from all over the world and sell frappes and espressos.

"I feel a change in the whole city in many ways. Regarding gastronomy, people are demanding more, they are looking for new places to eat, but, above all, new flavors," said

Sergio González, co-owner of the bar La Mezcalera and Pop Dinner restaurant, the latter which offers from hamburgers and other affordable fare to daily gourmet dishes of the Bajamed cuisine.