“Everyone has a burden. What matters is how you carry it.”
The greatest lessons I’ve learned as an entrepreneur are patience and persistence. Things just don’t happen overnight, no matter how much you want them to.
El Sol Foods started in the family kitchen of Daniel and Beatriz De la Cruz. Beatriz would cook and sell food to friends and family until they opened El Sol Mexican Café & Bakery in 1987.
Because of customers’ overwhelmingly positive reaction to El Sol Salsa, the De la Cruz family decided to take the product to retail stores. In 2005, El Sol Foods LLC was created to manufacture and distribute El Sol products.
One of the biggest lessons I have learned is the value of communication coupled with listening when it comes to developing quality relationships with our clients and among our team members.
Breaking into the retail market took some time, especially with the larger stores. It’s imperative to make sure you have all the information before you make any decision. Don’t jump the gun, because you’ll end up spending more than you have to.
When we decided to move forward, it was important that we were jumping through the right hoops and were in compliance with everything.
Today our products are sold in Arizona, Southern California, Las Vegas and Nevada. You can also find us flying high as a food partner with United Airlines.