For Jorge Fierro, his story of success is one of love and appreciation. He said, "I usually say i was born in Mexico, but I was made in Utah."
Fierro has come a long way since he moved from Mexico to Utah nearly twenty years ago. He came with an idea, but the Rico Brand and everything he has created, started with something very small: beans.
Fierro said, "I stopped at a grocery store, I was home sick, I stopped by a grocery store and bought refried beans and cheese - I opened the can of beans and couldn't believe how bad they were."
Fierro decided; he could do, so much better.
Fast forward fifteen years and this desire to make better beans has turned into a food giant of Utah.
Fierro said, "Rico was born in Utah and Rico is a Utah company and I am very proud of that."
Inside the facility in the heart of Salt Lake City Rico makes everything they sell from scratch.
Each day employees hand wrap burritos, cut up each vegetable for salsa and hand mix and cook tortillas.
It's the love and freshness in each product that makes Rico's food what everyone has come to expect.
Fierro realized early on this was important because here in Utah we know food.
Fierro is quick to admit, "Utahns are Foodies, but they are Foodies in a very unique way."
Utah first saw Fierro and his food at the Salt Lake City Farmers Market in 1997. He had an idea and a vision, but he had to get people talking about and eating his product.
Fierro said, "Maybe 1,000 people who can taste my product and they can be my guinea pigs."
After one successful summer, Fierro was able to get a loan through a city program and has been building a successful business since then.
Although Fierro's success is very evident, his love and gratitude for his beginnings has never changed.
Fierro said, "I want to be a part of this community and i want to help this community."