It’s the American dream: A young man leaves Mexico seeking opportunity in the U.S. Though he struggles at first to get by — even living for a period of time in a homeless shelter — he seizes on an opportunity and turns it into a multi-million-dollar business.
That’s the story of entrepreneur Jorge Fierro, the founder of Rico Brand, a multi-million-dollar Utah food distribution company that’s currently expanding into dozens of stores in the Intermountain West.
It all began when Fierro found himself dissatisfied with the quality of beans available at the grocery store, and decided to offer his own version — based on his mother’s recipe — at Salt Lake City’s Downtown Farmers Market. Today, his preservative- and additive-free product line includes tamales, burritos, guacamole and salsa and can be found in stores across the Wasatch Front.
Here, Fierro shares what separates him from the competition, tips for other businesses facing challenges, and how he’s pivoted his business because of coronavirus.