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 authentic 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."

Tell a hungry friend

Today is National IPA Day — the first Thursday of August, when connoisseurs raise their glasses to a beer that smells like weed and tastes like dandelion stains.

The big picture: India Pale Ales have reigned supreme over craft brewing for many years in a trend that, unlike bacon on desserts, appears unlikely to die.

• The hoppy brews are considered culinarily complex, with bold, bitter flavors that are enough of an acquired taste that you can feel proud of your sophistication while you drink.

Here are some Salt Lake watering holes and eateries where you can celebrate:

• Flanker Kitchen + Sporting Club, 5pm to close
• Piper Down, 11am-2am
• Ice Haus, 11am-1am
• Burger Fusion, 11am-9pm
• Himalayan Kitchen, 11am-10pm
• Sakana Sushi, 11am-9pm

Erin's thought bubble: I'll never forget visiting the City of Rocks in Idaho, where the only open restaurant was storied among rock climbers for its beer selection — one of the best in the West, I was told.

• Shelf after shelf was lined with skateboard-graphic labels with names like: "HOPOCALYPSE." "HOPBOMINATION." "DEATH BY HOPS."
• I got a Corona.

Yes, but: Y'all have fun today while Kim and I watch with our mellow-leaning noses pressed against the glass.

• We don't wanna yuck your yum!

Tell a thirsty friend

🎰 Utah may enforce anti-gambling rules against proposition betting platforms under a federal judge's decision this week to throw out a lawsuit where Kalshi argued it was only subject to federal trade regulators. (Utah News Dispatch)

• Kalshi says it will appeal.

🕯️ While removing his deck during a backyard renovation, a Salt Lake City man uncovered the headstone of a young girl who died in 1940. (FOX 13)

• An expert says the family probably replaced the stone and kept the original. The man says he is preparing a memorial to the child.

🔥 Salt Lake fire officials are urging hikers to take precautions and leave word of their whereabouts after a wildfire approached Parley's Historic Trail this weekend. (KSL)

A Salt Lake City man has been identified as one of the three people killed in Saturday's mass shooting at an In-N-Out in Twin Falls, Idaho, according to police.

Driving news: He was retired Air Force veteran Dale Schultz, 66. His wife, Reinette, was also wounded but survived.

• Prior to the attack, the couple was in the area traveling to a family reunion in Idaho and stopped at a shopping plaza close to the In-N-Out to charge their car, Deseret News reports.
• High school sweethearts, they were married for over 50 years, per Deseret News.
• At a memorial Tuesday at St. Olaf Catholic Church in Bountiful, Dale was described as devoted husband and father who loved playing pickleball, according to KUTV.

Zoom in: The suspected shooter died from a self-inflicted gunshot. Authorities are still investigating a potential motive.

What we're watching: Reinette "faces a difficult journey of healing," according to a GoFundMe campaign to raise money for her medical costs and Dale's funeral expenses.

• As of Wednesday, the fundraiser had raised more than $39,000 toward its $70,000 goal.

What's next: A vigil is planned for Dale today at the Cathedral of the Madeleine.

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The Cat Video Film Festival is returning to Salt Lake this weekend, with another round of feline hijinks

Why it matters: The annual screenings have provided a feel-good sanctuary for Utah's cat lovers to congregate with a chorus of "Awwwww!"

• Proceeds go to animal welfare nonprofits.

How it works: The "festival" is a 70-minute compilation of short videos shared from around the globe.

What's next: Showtimes are 4pm Saturday and 7pm Tuesday at the Broadway.

Tell a film buff