Mauricio Salazar

From Garage to Downtown San Jose

Title: Business Owner/Entrepreneur

Organization: Paleta Planeta

Age: 34

Mauricio Salazar is a 34-year-old entrepreneur, husband, and father of two, born and raised in San Jose, California. As a first-generation American with roots in Aguascalientes and Lagos de Moreno, Jalisco, Mexico, he grew up in a lower-middle-class household shaped by values of hard work, resilience, and family. His childhood revolved around competitive soccer, where he learned discipline and teamwork—skills that would later drive his passion for business.

In October 2021, he co-founded Paleta Planeta with his brothers, Luis and Gabriel Salazar, starting the business right out of their parents’ garage. What began as a small, Instagram-based operation offering curbside pickups in East San Jose quickly gained traction. The Salazar brothers focused on vendor events and private catering, gradually building a loyal community that connected with their handcrafted paletas and the culture they represent.

In 2022, they took a significant step forward by enrolling in business courses through Prosperity Lab. This experience sharpened their skills and helped them win an entrepreneurship grant, giving them the momentum to move into a ghost kitchen. Operating from that space allowed them to expand production, grow their customer base, and fine-tune their brand.

After a year of steady growth, Paleta Planeta reached a major milestone in 2024: opening their first brick-and-mortar storefront on September 21st in the heart of downtown San Jose. The new storefront now serves as both a gathering space and a reflection of the Salazar family’s heritage. The journey of Paleta Planeta has always been about more than frozen treats—it’s about family, culture, and community.