Two entrepreneurs who launched a thriving Mexican deli in Cornwall have been named as Ƶ ambassadors for the British Business Bank’s Start Up Loans programme.
Jennifer Herrera and Francis Pipe, who say they are “partners in life and cooking”, opened Pica Rico Deli in Helston in 2023 after securing a £25,000 Start Up Loan to help them fit out their kitchen.
Now the bank has named their business as one of 14 “ambassadors” in 2025 for its loan scheme that aims to support new and growing businesses. The institution says “each Ambassador has been chosen for showcasing the determination, innovation and resilience needed to grow a small business, while inspiring others to pursue their own entrepreneurial journeys”.
Jennifer and Francis met a decade ago while working in Dubai and have worked together around the world, including at a pop-up taqueria in London and a restaurant in Berlin. They also toured Jennifer’s homeland of Mexico, learning traditional cooking methods and working with heirloom varieties of corn they now import to Cornwall.
They returned to Francis’ native Cornwall in 2018, and after running popups including a residency in Penzance decided to open a permanent base in Helston in 2023. Pica Rico, whose name translates roughly as ‘spicy delicious’, brings together Mexican food with Cornish produce. Jennifer and Francis are also growing their own vegetables and have launched a range of ‘Heat at Home’ take-out meals.
Jennifer said: “The pop-up business gave us an income, but we wanted to put all our energy into our shop in Helston and something that was more sustainable. It’s been wonderful to settle and grow with the community. We bring the essence and heart of Mexico with Cornish produce – it’s fantastic and the connection with food and with people is so rewarding.
“We couldn’t have done it without a Start Up Loan because we would not have been able to get other funding. The loan really changed our focus, giving us stability and peace of mind so we could concentrate on building our dream.”
Francis added: “We accepted that we were niche in a traditional market town, which would present challenges we knew we would face, but we’ve had such a fantastic reception and our customers come from miles around. The shop has allowed us to work on the core of the business and it really feels like we’ve taken a huge step forward.”
Since launching in 2012, the British Business Bank’s Start Up Loans programme has made 1,644 loans to start-ups in Cornwall, worth a total of £17.4m. In the South West overall some 11,175 loans have been made, totalling £113.1m.
Jennifer and Francis’ Start Up Loan was supported by SWIG Finance, one of the programme’s partners in the South West, which also provided additional funding to help them renovate their premises.
Louise McCoy, managing director, Start Up Loans products at the British Business Bank, said: “Over the past decade, our Ambassadors have embodied the resilience, creativity and determination it takes to succeed in business, while inspiring countless others to follow in their footsteps. I have no doubt that Jennifer and Francis will inspire other aspiring business owners to bring their start-up plans to life.”
