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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 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 that needed to be filled providing fresh beans and other products authentic to Mexican cuisine. In response, Jorge started Rico Mexican Market in the summer of 1997 by selling freshly cooked pinto beans at the Downtown Farmer’s Market. The business consisted of a simple cardtable for displaying beans, sample recipes made with the beans and two coolers to keep the product fresh. Before long, he had loyal group of customers and decided to turn his small business dream and into a reality.

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

Jorge Fierro

In October of 1997, Jorge and his partner, Karin Palle, secured a $10,000 Utah microenterprise loan to fund packaging and labeling for the manufacture, distribution and retailing of Rico “De La Olla” Pinto Beans. Rico Mexican Market is located at 779 South 500 East and afer eight years of hard work, the business has now grown to employ 23 people, with sales totaling over $25,000 per week.

Currently, Rico’s carries over 125 different food products, 37 varieties of burritos and distributes to over 35 establishments throughout Salt Lake and Park City . In 2004, they moved to a 11,000 square foot facility with two kitchens - one for manufacturing and one for catering. Their product line includes burritos, tacos, tamales, enchiladas, relleno, salsas and more – all featuring fresh ingredients. Many products are even personalized to the particular tastes of the customer. At Rico’s Mexican Market, you can dine inside, pick up a meal to go or even have your special event catered!

Rico Mexican Market also offers Mexican decorations, piñatas, Mexican cheeses and chorizo, juices, sodas, moles, spices and specialty items to compliment their cuisine. They even carry Mexican/Latin American artwork.

You can reach Rico Mexican Market by calling (801) 533-9923. Be sure to stop by and sample the delicious variety of creamy salsas or treat your children to their fresh 6-ounce burritos. Be sure to ask Jorge about how the Utah Microenterprise Loan Fund helped him achieve the American dream of owning his own small business.