Alfredo Lugo, The Jolly Jalapeno

For Alfredo Lugo, founder of The Jolly Jalapeño, heat isn’t just found in a jar of his signature salsa—it’s found in the fire of human connection. A veteran who discovered the power of community while preparing massive meals during military deployments, Lugo has transitioned from serving his country to serving clean, handcrafted condiments to the North Dakota marketplace.

Balancing military life with entrepreneurship requires more than just a passion for cooking; it requires a strategic roadmap. Lugo wanted to build a brand that reflected his "people-first" philosophy and commitment to family values—refusing to use unnatural preservatives or chemical additives—while navigating the complexities of retail distribution and market scaling.

Lugo turned to the SBA Boots to Business (B2B) program, an initiative designed to help veterans translate military discipline into business success. Through the SBA’s network of resource partners, Lugo received one-on-one consulting and mentorship. These resources helped him demystify product development, marketing, and design.

With a foundation built on SBA training and expert mentorship, The Jolly Jalapeño has seen impressive growth. Lugo’s products, including his popular jalapeño salt and taco seasonings, are now staples at major retailers like Minn-Dak Market and Scheels Home & Hardware. By prioritizing long-term stability over short-term wins, Lugo has successfully cracked the competitive Fargo market while maintaining a business that honors his family, his integrity, and his community.