Rico Brand's next move could be its biggest yet
Add Axios as your preferred source to
see more of our stories on Google.
Jorge Fierro. Photo: Courtesy of Jorge Fierro
You may not spot Jorge Fierro's ready-to-eat Mexican food at the Downtown Farmers Market this summer, but there's a good chance you'll see it at some Costcos later this year.
Why it matters: Nearly 30 years after he started selling pinto beans at Pioneer Park, Fierro's business, Rico Brand, is eyeing expansion in one of the nation's largest retailers.
Driving the news: Fierro tells Axios he's in final talks with Costco to bring Rico Brand products, including salsas and pork chile verde, to the company's Southwest region.
The big picture: Rico Brand joins a long list of beloved Salt Lake City favorites — including Sweet Lake Biscuits & Limeade and Laziz Kitchen — that got their start at the summer farmers market, which has long served as an incubator for local startups.
Flashback: Fierro says he grew up in the Mexican state of Chihuahua and left law school at age 24 to move to the U.S.
- He says he had a brief stint as a sheep herder in Wyoming before making his way to Salt Lake City in 1985.
At the time, Fierro says he noticed a lack of ready-to-eat Mexican food in grocery stores, sparking a desire to start his own business, like his father, who owned a grocery store and worked in food distribution. The recipes were passed down from Fierro's grandfather.
- "Back in the day, you could find very little of Mexican cuisine in supermarkets, and whatever you found, it was frozen and full of preservatives and additives," he tells Axios.
Zoom in: Fierro's salsas, tamales, burritos and enchiladas can already be found in most Utah grocery stores and in multiple states. Kroger, which owns Smith's Food and Drug, is his biggest client.
What they're saying: "I left law school in Mexico to come to America and literally live the American dream," Fierro tells Axios. "I feel very proud of what I've done so far."