Rico

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Rico Mexican Market

Salt Lake City, Utah

"Beans are our Business"

Jorge Fierro

Bringing Delicious Authentic Mexican Food to Salt Lake City

When Jorge Fierro first came to the United States from Mexico, he was less than impressed with the Mexican food he found available in local grocery stores. He recognized a niche waiting to be filled providing fresh beans and other products authentic to Mexican cuisine. In response, in 1997, Jorge began selling freshly cooked pinto beans at the Downtown Farmer’s Market. The business consisted of a simple card table on which he displayed the beans and sample recipes. Beside the table were two coolers used to keep the product fresh. Before long, he had developed a loyal group of customers, and he decided to turn his dream of a small business into a reality.

"The UMLF was the only organization willing to finance our dream."

Jorge Fierro

In October 1997, Jorge and his partner, Karin Palle, secured a $10,000 Utah Microenterprise Fund loan, which financed packaging and labeling for the manufacture, distribution, and sale of Rico “De La Olla” Pinto Beans. Jorge located Rico Mexican Market at 500 East 779 South in Salt Lake City.

In 2004, Rico moved its manufacturing operations to a restored warehouse located at 545 W 700 S. Currently employing 45 people, the facility produces more than 125 products, which it distributes to more than 60 supermarkets, restaurants, and coffee shops, whose locations stretch from Jackson, Wyoming, to Las Vegas, Nevada, to Orem, Utah, and the entire Salt Lake Valley.

The product line has expanded to burritos, tamales, tortillas, salsas, and more, all of which are handmade and preservative-free. Many of the products are produced for vegan and vegetarian customers.

Rico Locals, a food co-op located at 500 E 779 S opened in the summer of 2009. Currently, 40 vendors sell their products, which run the gamut from Rico products, to chocolate, to fresh lamb, cheese, and eggs.

A burrito and taco bar is available Monday-Friday for lunch. Call 801 364-9700 for more information

The opening of Frida Bistro in early 2010 was the realization of Jorge Fierro’s dream – a full service restaurant serving gourmet Mexican dishes in an art-filled space located at 545 W 700 S. Come taste the real Mexico! Events catered by Rico are available at the restaurant or in other venues.

To reach Ricos, call 801- 433- 9923 for personalized service or stop by and visit in person. Remember to ask Jorge about how the Utah Microenterprise Loan Fund helped him achieve his dream – a dream that keeps growing.