He recognized a niche waiting to be filled in providing fresh beans and other products authentic to the Mexican table. So in 1997, Jorge began selling his freshly cooked pinto beans at the Downtown Farmer’s Market. His business consisted of a simple card table on which he displayed the beans and sample recipes. Beside the table were two coolers used to keep the product fresh – the Rico Way. Before long, Jorge had developed loyal customers, and he decided to turn his dream of a small business into a reality. The beginning of Rico products was humble, but soon it would become a symbol of freshness and quality recognized by many in the surrounding areas.

Moving forward with his dream in October of 1997, Jorge secured a small Utah Microenterprise Fund loan, which financed packaging and labeling for the manufacture, distribution, and marketing of Rico “De La Olla” pinto beans. Jorge later located the first Rico Mexican Market at 500 East 779 South in Salt Lake City. Over the years, the market expanded its product line and now sells Rico handmade food products in addition to serving Rico Mexican food in the cafe.