our delicious story
When Jorge Fierro came to the United States from Mexico he was less than impressed with the Mexican food available in local grocery stores. Using his mother’s recipe, he began selling freshly cooked “De La Olla” pinto beans at the Downtown Salt Lake Farmer’s Market in 1997, with the desire to share the diverse and authentic flavors of Mexican cuisine with America.
Salt Lake City Mayor Proclaims
"Jorge Fierro Day" to Honor 25 Years
of Entrepreneurship and Community Impact
In a heartfelt recognition of Jorge Fierro's dedication and contribution to the economic and cultural development of Salt Lake City, Mayor Erin Mendenhall declares October 21, 2023, as "Jorge Fierro Day." With 25 years of entrepreneurship at the Downtown Farmers Market, Jorge Fierro has been a cornerstone in the community, creating jobs, fostering connection, and serving as an inspiration for future entrepreneurs. The proclamation highlights Fierro's commitment to quality, integrity, and community, urging residents and visitors to join in celebrating his achievements and continue supporting local farmers and makers at the Downtown Farmers Market.