Meet Stephen Baron | Owner & Operator

We had the good fortune of connecting with Stephen Baron and we’ve shared our conversation below.

Hi Stephen, we’d love to hear more about how you thought about starting your own business?
It just kind of happened organically. I had been a teacher for nearly half my life, more recently a Junior High electives teacher. During that time I developed curriculum for 8 different electives courses and the school I was working at wanted me to transition to a full time English teacher. Considering all the work I had put in developing the electives program, and effectively would have to start over, I decided it was time to change directions.

I began making refried beans decades ago, inspired by my grandma’s passion for scratch made home Mexican cooking. Refried beans were my go to for potlucks, Super Bowl parties, and frequently at work when we would do taco bars. One of my long time friends and co-workers suggested I sell them at a farmers market since I was moving on from education. I initially just wanted to try out the concept to see how it was received at the Golden Farmers Market. I quickly felt I was in over my head when my first batch took all night to produce and package. I literally went to the market at at 7am on no sleep with a cooler of about 50 containers of beans. I sold out before the market ended and knew at that moment I just may be on to something.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
When I first began making scratch made refried beans once out on my own in college, it was for myself. No other product existed on the shelves that tasted anything like the homemade beans I grew up on. I have always and always will despise canned beans (they are the kryptonite to the Superman that is Holy Frijole ha). I always stuck to the tried and true method of soaking over night and slow cooking them. A long process, but always well worth the results.

When I decided to make this a full-time business venture I knew I had something people would want that did not already exist on grocery shelves: a high quality, fresh packed, refrigerated refried bean; a homemade taste that could not be replicated in shelf stable cans. Wanting to create a vegan-friendly product as close as possible to the traditional version, I developed my first publicly available product with an organic refined coconut oil rather than lard, since it too is a solid fat at room temperature that melts down when cooked and creates an unmatched texture and flavor. I have since created a total of three varieties: Original, Spicy Green Chile, and Fiery Jalapeño.

While not necessarily easy as my entire background is in education, not business or culinary, I found creating a unique product people love made it easy. I started off in Nooch Vegan Market and Lucky’s in North Boulder, then quickly was accepted by Natural Grocers which allowed me access to 20 more stores in the Denver Metro area. Budgeting time is definitely the hardest part, Delivering product, shopping for ingredients, cooking, packaging, labeling, maintaining a website, designing labels, trying to come up with Instagram content, the list goes on. While I am still extremely busy, I have since enlisted the help of a distributor, Fort Collins based Loco Foods, to not only expand my reach from Cheyenne to Colorado Springs but free up many hours of on the road driving product around store to store.

I have also started to expand my product line (currently only available at the South Pearl St Farmers Market) and will be introducing a fresh Chile con Queso as well as two hot sauces in stores in the future!

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Denver is such a vibrant city with something for everyone, and the outlying areas are filled with so much beauty, that the possibilities are practically endless. While winters are mild I think Spring and Summer are the best times to visit here and although the team may be experiencing a, er, slump, Coors Field is a beautiful ballpark to visit during those times. Stunning mountain and sunset views from the first base uppers, wide open concourses, and classic ballpark feel. McGregor Square is a great place to hang out before and after the game with a self-serve tap wall and several local food court style options.

As a fan of street art and breweries, the RiNo district is my favorite place to explore on foot. There are murals from world renown artists such as Shepard Fairey & SmugOne, as well as the incredible works of local talent Casey Kawaguci, Anna Charney, and JD Pruitt. Every alley has something to explore as well as the giant murals that drape most of the industrial-syle buildings. Our Mutual Friend Brewery has some of the best craft beer in town and also shares a patio with Pit Fiend BBQ, which even the most discerning Texas transplant would approve, with vegan jackfruit and mushroom options as well.

I won’t give away some of my favorite trails, but escaping the heat for a hike in surrounding Evergreen or the well-maintained Golden Gate State Park is a great way to get some exercise and take in some Rocky Mountain beauty. After a day at Golden Gate, the road home will find you in historic Golden. While it has become a bit crowed and touristy, a meal at the delightful Sherpa House is a bit out of a respite.

No Denver trip would be complete without a show at the iconic Red Rocks Amphitheatre. With a schedule stuffed full of acts nearly year-round, there would surely be someone worth catching. Even without a show on the agenda, a hike around and inside the free and open-to-the-public park is a must. While some enjoy running up and down the stairs, taking in the breathtaking views from the top is more my speed.

Who else deserves some credit and recognition?
The aforementioned friend and co-worker Aubrey Garcia. Without her encouraging me to try out the concept at the farmers market, I really don’t believe I would have ever taken the first step. And of course my beloved grandmother who always had a pot of beans or red chile beef on the stovetop when I came over.

Website: https://www.holyfrijoledenver.com

Instagram: @holyfrijoledenver