Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Doug Bering, owner of Little Diablo Salsa, located in Brighton, MI, USA.

What's your business, and who are your customers?

We manufacture an all-natural, shelf stable salsa made with the freshest ingredients that we can find. We support the local farmers in our area by purchasing our vegetables from them directly. Our salsas are handcrafted in small batches without chemicals, preservatives, or thickeners. Our salsas are Kosher certified, vegan friendly. With seven uniquely crafted flavor profiles, one is sure to become a favorite. Our salsas are available at nearly 1000 retail stores across the country.

Tell us about yourself

My wife and I are foodies who appreciate good, healthy food. We struggled to find a good salsa in stores that wasn't made with chemicals, preservatives, dehydrated vegetables, thickener, or flavorings. Using my culinary background, I started developing our salsa recipes from vegetables out of our own garden. After feedback from friends and family, we came up with the recipes that are now known as Little Diablo Salsa. My mother used to call me her 'little devil' and to honor her memory. We gave that a little Spanish twist, and "Little Diablo" was born.

What's your biggest accomplishment as a business owner?

Creating jobs. As Little Diablo Salsa continues to grow, we find ourselves in a position to provide job opportunities which is a huge source of pride for us. We work closely with local agencies to provide employment opportunities for individuals with disabilities.

What's one of the hardest things that come with being a business owner?

The emotional rollercoaster, it's either feast or famine.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Find your passion.
  2. Have fun doing it.
  3. Never ever quit.

Is there anything else you'd like to share?

Owning your own business is a tough journey, but it's easier when you have people close to you who support you. I have not done this by myself, my wife is a major part of this business, and we wouldn't be where we are today without her. Surround yourself with good people that you trust and treat them as an advisory board to help with your decisions.

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

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