Salsa Del Diablo: Entrepreneurs Bring Salsa Expertise to Market

Daniel and Jenn have become full-time salsa entrepreneurs. Their recipes are unique and have proven a hit at farmers markets and some retail stores.

Alison Lafazan

February 28, 2017

Daniel Benites, Jennifer Lehmbeck, and their son Diego of Salsa Del Diablo. Photo by Mike Jones

Much to the annoyance of Heinz ketchup’s 110 year-old factory operations, craft salsa is now outselling ketchup in overall sales in the United States. Ketchup is to salsa what Natural Light beer is to Uinta 801 Pilsner—it tastes better, it’s more distinct and it supports the local economy. The craft of making salsa is quickly becoming king.

Meet Daniel Benites, former REI manager, whose hobby was making salsa for his colleagues and friends.

Benites, a salsa aficionado, tried salsas at restaurants all over Salt Lake City, but he found his own recipes to be superior. His partner Jenn convinced him to make an attempt to sell his salsas at the Bountiful farmers market and “It just took off from there.” He worked just one more year at REI until he decided to devote his full-time efforts to Salsa Del Diablo. “We never looked back,” he says.

Benites adds, “We feel we add to the broadening artisanal salsa market here in Utah,” describing his niche he adds “Our style is ‘Mexico City meets California salsa.”

After receiving a salsa book for Christmas from Jenn, Benites started tweaking the recipes to make them better. “It seemed I had a knack for creating these flavors,” says Benites. “Sometimes I see or taste something that I think would be a good flavor for salsa and then I test it at the farmers markets. If it sells out, we keep it.”

“It feels like the salsa market in Salt Lake City has really begun to take off,” says Benites. A few of Salsa Del Diablo’s local competitors include Rico Brand, Su Salsa LLC and Salsa Queen. Del Diablo’s most popular salsas are Cilantro Jalapeno Pesto, (Mexican take on pesto). Himalayan Dream (a Mexican, Asian & Indian fusion), Citrus Squeeze, Cashew Dream, The Kitchen Sink (Best of City Weekly winner), and Guacamole (with tomatillo sauce) are just a sample of the 19 varieties they create. All of their salsas are gluten free, all natural, vegan and vegetarian.

“We buy local as much as we can in season,” says Benites. Bangerter Farm, Okubo Farm & Greenhouses, and Petersen Family Farm are some of the farms from which they purchase most of their fresh produce.

“The majority of our business is at the farmers markets; we sell out of most of our products. We’re extremely busy at the downtown one,” says Benites. “We are one of the busiest vendors there.” Jade Market, The Store, Rio Grande Winter Market and Real Food’s Market are just a few of the places you can purchase their salsas year-round. §

Marketplace, Utah Craftsmen, Utah Stories

Craft Salsa, Salt Lake entrepreneurs, Salt Lake Farmers Market

Alison Lafazan

Alison has been writing human interest stories and highlighting local businesses for Utah Stories since she graduated from the University of Utah with a degree in Communications in 2014. She has also contributed a few photographs to accompany her stories. Wanting to learn about Utah’s local businesses and activities is what led Alison to start reading Utah Stories and eventually writing for them. She transferred to Salt Lake City from Houston, Texas with her job with a major airline. She is reluctant to call Utah home even though she has lived here for more than 30 years. Alison was born in Texas, but has also lived in Oklahoma, Kansas, Louisiana, and Idaho. She’s still trying to figure out where to call home, but she likes the west the best. Working for an airline gives her the opportunity to pursue her passion for traveling. If she’s not working or traveling, she is hanging out with her husband.