Rico Brand Products

Beans Are our Beansness


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.

Jorge-Fierro-Day-202330 copy copia

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latest News

Business to You: Frida Bistro

When Jorge Fierro came to the Utah from Mexico he was homeless and didn’t speak any English. Being less than ...
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2017 American Dream Award Feature: Jorge Fierro

The Salt Lake Chamber and United Way of Salt Lake as we recognize the incredible contributions immigrants make every day ...
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Rico Owner Knows Beans About Business

How Jorge Fierro emigrated illegally to the United States, then overcame all odds to realize his dream of building a ...
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Annual Community Appreciation Bash !!!!

Join us this year on our annual community bash appreciation!!!! Día de los Muertos (Day of the Dead) a celebration ...
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Mexican Food & The American Dream

Written by The Utah Foodie Jorge Fierro has an incredible story. He left university in Chihuahua, Mexico in his early twenties ...
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Jorge Fierro, owner of Frida Bistro and Rico Brands

We all have a story, and America loves stories — stories of success, humbleness, working hard.  I am the epitome ...
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Rico Owner Knows Beans About Business

by Richard Markosian How Jorge Fierro emigrated illegally to the United States, then overcame all odds to realize his dream of ...
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What People Say

The food here is excellent and it really does have a home made taste, I highly recomend it.

Hugo Quiroz

I love Rico's. The food and service are excellent. You're treated like family. Always a great experience... try the Saturday buffet brunch.

Timothy Carr Carr

Best food in the whole fresh/ frozen section. Their little burritos are the perfect size and healthy!

Stephanie Bailey-Hatfield
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