Jose may be an owner of this food establishment but also is just an entrepreneur at heart. Understanding that one of the keys to business success is a great product with a compelling value proposition to customers is what will ultimately drive people to your doorstep. And when it comes to food, quite simply, you don’t sell what you would not eat yourself. It is with these guiding principles, that Frida’s Cocina strives to create an experience for its customers which is also Jose’s personal mission.

Viry took her grandmother’s cooking for granted growing up but experienced a newfound appreciation for it later in life. On a quest to reproduce some of her childhood’s fondest memories she developed a knack for getting them just right. As she tinkered with those recipes, some going back several generations, the process allowed her to appreciate the complexity and nuance of the many dishes she experienced. She is amazed at how one dish can be made in so many ways without changing its essence. It is with this rediscovery of the culinary traditions of her heritage that she opens the doors of Frida’s Cocina every day and shares it with her customers.

Anthony is the resident tip-collecting teenage extraordinaire who helps his parents on the weekends and during school breaks. He hopes to get accepted into one of his chosen Texas colleges in 2023 and follow in his dad’s footsteps in technology while learning about entrepreneurship along the way. He helps Frida’s Cocina take orders and ensures they are done correctly and sent on their way.