La Morenita Market: A Napa Success Story

Press release from the City of Napa:

NAPA, CA — Success stories from local businesses serve as encouraging and practical examples of what is working in our city. We are excited to share the remarkable journey of La Morenita Market, which was recently featured in the Napa Valley Register! The beloved establishment has not only doubled in size but also enriched the community with new job opportunities, empowered by strategic funding acquired through the Small Business Administration (SBA). In collaboration with the Bay Area Development Company, La Morenita Market has set a shining example of how SBA loans and various funding sources can be leveraged to drive growth.

La Morenita Market, founded by Everardo Curiel and Felipe Rubio in 1991, started as a humble Mexican and Latin American market, offering an array of food and household products. The market steadily grew under the sole ownership of Everardo Curiel, who took the reins in 1998. The business evolved and diversified over the years, adapting to the changing needs of the community.

In 2003, La Morenita Market purchased a tortilla oven and opened a small restaurant. This culinary addition paved the way for future expansion. In 2008, the company began selling its signature kettle-style tortilla chips to distributors. The chips quickly gained popularity and made their way onto the shelves of over 100 stores across the Bay Area.

As demand for La Morenita's tortilla chips soared, it became evident that the company had outgrown its original 8,000-square-foot location. Recognizing the potential for expansion and the positive impact it would have on the local community, Curiel embarked on a journey to secure the necessary funding to purchase larger facilities.

Collaborating with Farmers & Merchants Bank of Central California and partnering with Bob Thompson of Bay Area Development, Curiel successfully secured funding for his expansion project. With the acquired funds, La Morenita Market was able to purchase a spacious 14,336-square-foot building located at 935 Enterprise Way in Napa. This move not only doubled the market's physical footprint but also paved the way for the creation of 10 local jobs. The new building provides essential additional production and storage space, enabling the tortilla chip production to expand tenfold.

La Morenita Market's success story highlights the pivotal role that SBA loans and funding sources can play in empowering local businesses. Strategic investments can have a profound impact, not only on the growth of a business but also on the broader community by fostering job creation and economic development. Join us in celebrating the achievements of La Morenita Market!

This press release was produced by the City of Napa. The views expressed here are the author’s own.