By: Joshua Finley

SalsaQueen Zapata’s journey from poverty to entrepreneurial prosperity began with a simple question from her husband, Jim Birch: “What would you like to do?” For Zapata, a Mexican immigrant and mother of seven children, it was the first time anyone had asked for her own dreams and aspirations. Salsa Queen was established from a lifelong passion for cooking authentic Mexican cuisine. More than a decade later, the company continues to grow and serve its customers.

Humble Beginnings

When Zapata came to America from Mexico, she spoke no English and had no formal education or work experience. As a twice-divorced single mother of seven children, she relied on food stamps and government assistance to survive. “I had very low self-esteem,” Zapata shares. “I was at the lowest of the low.”

Still, she held onto her vision. “Since I was little, I had a vision of being somebody and having money,” says Zapata. “I didn’t come to America, the land of opportunity and dreams, to live off the government.”

When Birch met Zapata, he recognized her latent potential. Birch himself was an entrepreneur at heart, and he encouraged Zapata to pursue her passion. At first, they explored a waffle business, but Zapata realized she wanted to create something reflecting her Mexican culture.

Homemade Salsa to Store Shelves

Zapata decided to produce homemade salsa with her family. At first, they sold their salsa covertly, meeting customers in parking lots for clandestine salsa deals. As demand grew, they moved to local farmers’ markets. Zapata recalls the thrill of seeing customers react to her salsa. “I remember going to the farmers market and people trying our product and they would spin around or they would scream,” she says. “That would just fulfill my heart so much.”

Soon Zapata graduated to selling in local stores, with Zapata personally making, packaging, and sampling the salsa. A fateful cold call to a Kroger’s buyer earned Zapata a pivotal meeting, where the buyer was so impressed, he immediately placed an order for Salsa Queen to be sold in 8 Kroger-owned stores.

Photo Courtesy: Salsa Queen

Navigating Business Obstacles

Zapata is proud to have built a successful business as an immigrant woman of color with no education or advantages. “Being a woman, a minority, having a big accent—it’s very hard,” she explains. “You have to have very thick skin and a strong personality to survive, especially in the food industry.”

She credits her husband’s support and belief in her talents as crucial motivation. “He asked me what I would like to do, and that was the first time anybody had asked me what I would like to do,” says Zapata.

Family Support and Partnership

Family has always been at the heart of Salsa Queen. The brand’s logo features a Day of the Dead sugar skull, chosen to honor the memory of Zapata’s eldest son who passed away. “We wanted this to be a family affair,” Zapata states. Her husband Jim left his corporate banking job to join Salsa Queen full time—“instead of counting money, now he’s counting tomatoes,” Zapata jokes. Today, four of her seven children work in the business as well.

Zapata especially appreciates Birch’s role in spurring her to achievement. “He believed in me when I couldn’t see it in myself,” she notes. Birch describes his wife as the driving force behind Salsa Queen thanks to her energy and passion. “She’s got the drive to make it happen,” says Birch.

Photo Courtesy: Salsa Queen

Continued Growth with Humility

From selling salsa covertly in parking lots to stocking the shelves of major retailers like Costco and Kroger’s, Zapata embodies the realization of the American Dream. “This is the dream of being successful, the dream that everything is possible,” says Zapata. The business now employs around 40 people and continues to expand.

While proud of all she and her family have accomplished, Zapata maintains a sense of humble gratitude. “I am so proud in a very humble way to be able to be here creating jobs, creating opportunities,” she states. “I was able to turn my life around 100% with everything against me.”

To learn more about Salsa Queen, visit her website here.

Published by: Holy Minoza