Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Daniel Benites, Founder of Salsa Del Diablo, located in Salt Lake City, UT, USA.

What's your business, and who are your customers?

We are in the business of making delicious craft salsa, dips, hot sauces, and gourmet soups. We sell in over 60 grocery stores and several Farmer's Markets along the Wasatch Front. Our core customer is someone who is looking for high-quality, flavorful, and local products. We make heat levels from mild to extra hot, so there is something for everybody.

Tell us about yourself

When we first moved here, we quickly noticed a void in the type of salsa that we were used to. We make California meets Mexico City salsa which is a very different style than what was in Utah. This made us realize that this was missing in the market, and we thought we would give it a try. The thing that motivates us the most is getting to connect with all of our wonderful customers at the Farmers Market. Their support drives us every day. To see their response to our salsas and hear how they use them in their home kitchens inspires us to keep providing the best product possible.

What's your biggest accomplishment as a business owner?

One of my biggest accomplishments as a business owner has been the ability to grow Salsa Del Diablo and, at the same time, give back to the community. We partner with several local family-owned farms during the summer to source ingredients locally. We also donate to our local community through food and monetary donations. We help other small businesses grow through mentorship and by providing affordable kitchen space.

What's one of the hardest things that comes with being a business owner?

The hardest thing has been how demanding the business is. This is something that is not for someone with a faint of heart. You need to be passionate about what you do to grow and survive.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  • I actually have taught a class on tips for growing your business, so I have some really good insight. First, make sure that your finances are in order. This means knowing your costs and prices and verifying that you are making money.
  • Second, branding and marketing are big pieces. Find a compelling name and logo and get the word out as much as possible. Use social media, friends, family, and co-workers.
  • Finally, have goals on where you want your business to be in 1, 3, and 5 years. One of the best ways you can get this down on paper is by creating a business plan with realistic goals.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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