The Salt Lake Chamber and United Way of Salt Lake as we recognize the incredible contributions immigrants make every day in Utah at the American Dream Awards Luncheon.

This new award program helps remind us about the positive impact of immigrants and how they have helped shape Utah’s history since the Mormon Pioneers entered the Salt Lake Valley in 1847 as refugees fleeing religious persecution. That shared cultural memory formed our values and beliefs today.

American Dream Award Feature: Jorge Fierro, Owner, Fierro Group, Rico Brand, Rico Catering & Frida Bistro

When Jorge Fierro came to the United States from Mexico he had a dream of starting his own business. He found inspiration in the most unsuspecting place — an unappetizing can of store-bought refried beans. Using his mother’s recipe, he began making and selling “De La Olla” pinto beans at the Downtown Salt Lake Farmers Market in 1997. From there, the Rico Brand was born.

Today, Fierro has over 150 products under the Rico label with distribution to nearly 100 supermarkets, coffee shops and restaurants across the state. Instead of just producing his products out of his downtown Salt Lake City warehouse, Fierro converted the front of his warehouse into a restaurant. Fierro opened the award-winning Frida Bistro in Salt Lake City in 2010.


Join us at the New Pioneers: American Dream Award Luncheon, April 19: Register Here