aaron luo & mercado famous

aaron luo & mercado famous

From Spanish Roots to American Plates

we're creating space for the brains behind the brands we love, and asking good questions along the way. the result is a deep dive into the how and why of brand-building, from blueprints to launch day, customers as community and the detours in between. big lessons, easy listening.

In this episode of Read Receipt, we explore the entrepreneurial journey of Aaron Luo, co-founder of Mercado Famous, a brand dedicated to bringing high-quality Spanish charcuterie to the United States. Aaron’s story from growing up in Spain and struggling to find authentic Spanish charcuterie in the U.S. to launching Mercado Famous is a testament to his passion for quality and cultural heritage. We'll delve into how his background in technology, operations, and finance at General Electric, combined with his family’s entrepreneurial spirit, led to the creation of Mercado Famous. Join us as Aaron shares pivotal moments, lessons learned, and what makes Mercado Famous stand out in the gourmet food market.

Tune in to hear Aaron’s insights on entrepreneurship, the inspiration behind Mercado Famous, and the exciting plans ahead for the brand.

Sit back, relax, and enjoy the conversation!

The Show Notes


Aaron Luo, co-founder of Mercado Famous, shares his inspiring journey from growing up in Spain and working in the corporate world to creating a successful Spanish charcuterie brand in the U.S. Aaron discusses his passion for authentic Spanish food, the experiences that shaped his vision, and the creation of Mercado Famous. He highlights the importance of quality, authenticity, and consumer connection in building his brand. The conversation explores the entrepreneurial lessons Aaron has learned, the development of Mercado Famous's unique products, and the future of the brand.


Spanish charcuterie, entrepreneurship, gourmet food, Spanish cuisine, brand building, quality, consumer connection


  1. Aaron Luo’s journey from Spain to founding Mercado Famous is marked by a deep passion for authentic Spanish charcuterie.
  2. Mercado Famous integrates traditional Spanish flavors into high-quality charcuterie products, emphasizing authenticity and consumer connection.
  3. Aaron's diverse experiences in technology, operations, and finance have significantly shaped his approach to business and product development.
  4. Building a brand involves creating a strong connection with consumers and staying true to core values.
  5. Mercado Famous's commitment to quality and authenticity is reflected in its unique products and storytelling.
  6. Persistence and resourcefulness are essential for long-term success in the competitive gourmet food market.

Sound Bites:

  • "We started Mercado Famous out of a passion for bringing high-quality Spanish charcuterie to the U.S."
  • "Mercado Famous’s products are inspired by our love for authentic Spanish cuisine."
  • "Building a brand is about staying true to your values and creating a strong connection with your audience."
  • "We believe in following our intuition and staying committed to our vision, no matter what others say."
  • "Our charcuterie is not just about food; it’s about sharing the Spanish way of life with everyone."


00:00 - Aaron’s Background and Journey-
Aaron introduces himself and shares his journey from Spain to founding Mercado Famous.

08:01 - The Inspiration Behind Mercado Famous-
Aaron discusses the personal and professional experiences that inspired him to create Mercado Famous.

12:30 - Transition from Corporate World to Gourmet Food Entrepreneurship-
Aaron explains his career shift and the lessons he learned along the way.

23:17 - Importance of Quality and Consumer Connection-
The conversation delves into how quality and consumer connection have shaped Mercado Famous’s brand identity.

25:30 - Challenges and Opportunities in the Gourmet Food Industry-
Aaron talks about the challenges and opportunities of building a gourmet food brand and launching new products.

27:26 - Commitment to Authenticity and Tradition-
Aaron highlights Mercado Famous’s dedication to creating unique Spanish charcuterie products and promoting authenticity.

31:23 - Building a Strong Brand Identity-
The discussion explores the importance of staying true to core values and connecting with consumers.

36:02 - The Vision for Mercado Famous-
Aaron shares his vision for the future of Mercado Famous and his goals for the brand.

47:37 - Persistence and Resourcefulness in Entrepreneurship-
Aaron emphasizes the need for persistence and resourcefulness in achieving long-term success.

51:43 - Final Thoughts and Insights-
Aaron wraps up the conversation with final thoughts and valuable insights for aspiring entrepreneurs.

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