A Seat at the Table: How Ana Valdemoros Helps Small Businesses Achieve Big Dreams

For some, Ana Valdemoros is best known as the first Latina sworn into Salt Lake City’s Council. For others, she’s the owner of Argentina’s Best Empanadas. But to many, she is the co-founder of Square Kitchen, a culinary incubator kitchen born from a city project bid that has since become an engine for small business growth.

“When we competed for it, there were certain things that we had to do and questions we had to answer,” Valdemoros recalls. “But because we came from the small business world, we were able to elaborate on the idea of an incubator.”

“[We’re] incubating them in a restaurant setting, allowing them to know if they’re ready to spread their wings and be on their own.”

Valdemoros and Square Kitchen co-founder Tham Soekotjo envisioned more than just a startup space. They saw an opportunity to amplify communities while providing a launchpad for aspiring food entrepreneurs. They understood that starting a business comes with significant hurdles, and wanted to create an environment where small business owners could focus on growth without being overwhelmed by financial challenges.

In 2018, Square Kitchen opened its doors in Salt Lake City’s Granary District. Valdemoros saw this often overlooked area as an opportunity not only to create a space for small businesses, but also to contribute to the preservation and revitalization of the area.

“We wanted [Square Kitchen] to help small businesses, but we also wanted to help the neighborhood,” Valdemoros explains. “We wanted to do some sort of historical preservation, so we wanted to be in a neighborhood that nobody’s thinking about … On top of that, we wanted to not gentrify the neighborhood as much as we [could]. So we’re going to try and incubate businesses and find them a place to stay in the neighborhood, or at the very least, in the city.”

“We wanted to do some sort of historical preservation … On top of that, we wanted to not gentrify the neighborhood as much as we [could].”

For the past seven years, Square Kitchen has helped food businesses grow, preparing them to transition into brick-and-mortar establishments. Among those who got their start in the space are Forty Three Bakery, Han’s Kombucha, Santo Taco (originally known as Fuego Grill), Hello! Bulk Markets and, most recently, Marcato Kitchen. “I hope that [Square Kitchen] can be a part of [innovation and] can continue to foster the smaller entrepreneurs,” Valedmoros says. “The hidden gems.”

The incubator’s success did not go unnoticed. In 2023, the city of South Salt Lake approached Valdemoros with an opportunity to expand. This led to the opening of Square Kitchen Eatery, a second location where five different restaurants share a space designed to simulate the experience of running a standalone restaurant. “It’s a way to allow businesses to take that almost final step,” she says. “It’s incubating them in a restaurant setting, allowing them to know if they’re ready to spread their wings and be on their own.”

Beyond providing a physical space, Valdemoros plays a role in mentoring business owners, particularly those from immigrant backgrounds. Many of the entrepreneurs she works with face barriers that extend beyond the business itself, such as language differences, legal complexities and unfamiliarity with local regulations. To help them succeed, she offers guidance on everything from health department visits to marketing strategies. “We’ve been here for over 20 years, and having that background and then explaining some of the cultural dynamics that might be different in other countries is super helpful for people,” Valdemoros says.

“There [are] so many things that we can talk about when it comes to immigrants and how they contribute to the fabric of our society, of our nation.”

At the heart of her work is a commitment to giving a platform to those who are often overlooked. “There [are] so many things that we can talk about when it comes to immigrants and how they contribute to the fabric of our society, of our nation, but politically speaking, something’s got to give. And I think the pressure is on to make a change,” says Valdemoros.

Through her work at Square Kitchen and her advocacy efforts, Valdemoros continues to create opportunities for those who might otherwise struggle to break into the food industry. Through it all, Ana Valdemoros remains dedicated to building a more inclusive community — one small business at a time. Learn more at squarekitchenslc.com and argentinasbestslc.com.

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