A Culinary Legacy

By Héctor Díaz –

My name is Héctor Díaz, though my family has always called me “Coco.”

I was born in the 1950s in the small mountain town of Cayey, Puerto Rico, where I was raised by my grandmother. My earliest memories are filled with chasing wild dogs, climbing coconut trees, swimming in jungle rivers, and sitting at my abuela’s table, sharing simple but heartfelt meals. It was there that my lifelong connection to food began.

In the mid-1970s, I moved to New York City as a teenager to reunite with my family. I spoke no English. Like many Puerto Ricans in the Bronx at the time, I struggled—but I adapted and survived.

Years later, I relocated to Miami, where I began to explore my culinary creativity more deeply. There, I met my first wife. After the birth of our second child, we moved to Asheville, North Carolina—a decision that would shape the rest of my life. It was here, more than 30 years ago, that Salsas was born.

Today, our restaurant group includes four establishments: Salsas, Modesto, Chorizo, and Bambas. We are committed to high-quality, farm-to-table cuisine, sourcing ingredients from local farms, and supporting our community.

Over the decades, we have faced many challenges, but the last five years have tested us the most—from the Covid-19 pandemic to the devastation of Hurricane Helene. Through it all, we have remained resilient. Like the Asheville community, we continue to rebuild and adapt.

Looking back, it’s hard not to smile. We arrived in Asheville with nothing but a broken-down pickup truck and a dream. With the help of a small business loan and the trust of our community—sometimes even relying on customers to prepay for future meals—we built something lasting. What began as a small kitchen with an alley window has grown into a cornerstone of Asheville’s culinary landscape.

Now, my focus is on legacy. I am the proud father of one daughter and five sons, and my goal is to pass this business on to them in a way that ensures stability, continuity, and family stewardship. I want them to understand not just how to run the business, but how to protect and nurture what we’ve built together.

I cannot fully express my gratitude to this community and to God for the opportunities I’ve been given. It has been an honor to serve Asheville, and I look forward to continuing for many years to come.

Gracias y agradecimientos profundos.