Meet Erick Monroy, a 2022 Boettcher Scholar who attends the University of Colorado Boulder. Erick’s entrepreneurial spirit led him to co-found El Sazón de Jalisco, a food truck business based in his rural hometown of Silt. The business, which opened its doors in April, has a permanent location in Silt. In our conversation, Erick shares his journey of blending family, culture, and business, overcoming challenges, and making a positive impact in his community.
You played a key role in creating El Sazón de Jalisco. Could you share the inspiration behind the business?
“The inspiration (for El Sazón de Jalisco) stems from two of my greatest passions: family and food. In Hispanic culture, food is a centerpiece that unites people, particularly families. My aunt, a pivotal figure in our family and an exceptional cook, always dreamt of sharing her culinary talents and Jalisco heritage with the world. This dream inspired my mother and me to support her in realizing this vision.”
What has been the most challenging aspect of starting a business, and how did you overcome it?
“Navigating the unfamiliar territory of licensing and permits was particularly daunting. The myriad of barriers during the initial phase can be discouraging. However, with a resilient team that believed in our mission—including my mother, with her hospitality background, and my cousin, a paralegal—we managed to overcome these challenges. This involved persistent communication with officials and a continuous cycle of questions and answers. The day we obtained our food health department license was a significant milestone for us.”
What impact from this venture are you most proud of, and what has it inspired you to pursue next?
“I am most proud of providing my family members, like my grandmother, with new opportunities and a sense of purpose. Previously a stay-at-home mom for all her life, which I would say is a full-time job, she now earns her own income making tortillas, which has reignited a spark in her and filled her with energy. Although we have always cared for her, having a sense of ownership over an income has made her delighted. The success and the overwhelming community demand have encouraged us to consider opening a restaurant in the near future.”
What leadership lessons have you learned from customer-facing roles?
“Patience and humility are crucial in leadership, especially in customer-facing roles. Demonstrating patience shows respect and care towards customers, while humility is essential for acknowledging mistakes and empowering your team to solve problems effectively. These traits help in managing the unpredictable nature of customer interactions.”
What is your major and how do you apply what you are learning operating the family business while in class?
“My major is information management and accounting. I apply information management daily in the business through using inventory data and sales data. I use my accounting skills for running the books and making sure we are processing invoices and keeping track of our books. My sophomore year at CU Boulder we also had a challenge for our communication class to create a marketing plan for El Alba, a food incubator. Which I was then able to advance and actually apply this concept to our very own business. It was amazing being able to have real applicable lessons so far.”
How has your community supported and inspired you in this journey? Where have you found mentorship?
“From the beginning, community support was instrumental. Nicole Centeno from our local office was invaluable in navigating the complexities of paperwork and advocating for us in board meetings. The health department also provided essential advice on food safety. Our town helped spread the word, significantly boosting our visibility. My mentorship came from my family—my parents and grandparents—who exemplified the virtues of dedication, hard work, honesty, and love for one’s work.”
