Some businesses are born from strategy, others from spirit. La Curandera began as the latter. What started as a simple jar of salsa macha made from a small home garden in California soon grew into a powerful expression of heritage, healing, and economic independence.
Nuria Armenta, the founder of La Curandera and creator of its well-regarded salsa macha, never imagined she would become an entrepreneur. Her life was originally rooted in the arts and social sciences. She studied anthropology in Mexico, trained in visual arts in Italy, and spent years immersed in creative projects. Food and cultivation were always part of her upbringing in Tepoztlán, Morelos, but running a business was never part of the plan.
Everything shifted when she moved to California. There, she rediscovered the richness of organic agriculture and began growing her own chiles. She made salsa macha as a gift for friends, and people loved it so much they encouraged her to start selling it. When her father passed away unexpectedly during the COVID pandemic, her loss brought deep reflection. She realized she needed a path toward independence and stability, both for herself and to support her family. Rooted in her father’s teachings, creating Salsa Curandera became that path.
But entrepreneurship wasn’t simple. Transitioning from an arts background to managing finances, pricing, and operations came with constant learning curves. Growing her own ingredients didn’t go as planned. And like many new business owners, she faced moments of doubt.
Everything changed when she encountered Prospera.
Nuria first learned about Prospera at a community event where she was performing son jarocho. She immediately felt a sense of connection; an environment where Latina entrepreneurs supported each other, asked questions together, and grew alongside one another. Through one-on-one guidance, workshops, and heartfelt community support, Nuria gained the confidence to see herself as a business owner.
Prospera helped her understand her costs, track her finances, and price her products sustainably, a transformation that allowed her to begin paying herself and grow her revenue from $23,000 to a projected $43,000 this year. Beyond the technical tools, the emotional and spiritual support was equally powerful. “Prospera made the whole journey feel richer and more supported,” she shared. “I don’t know if I would have continued without this community.”
Today, La Curandera is more than a small-batch salsa brand. It is an homage to the women in her family, to the kitchen as a place of community, and to her father, whose lessons about independence continue to guide her. Her salsa is a way to nourish others, honor her roots, and heal through creation.
The path has been slow and full of learning—but also full of purpose. And with every jar of La Curandera, Nuria continues to build something that is hers, something that nourishes, and something that grows.
Learn more about La Curandera by visiting their website: www.salsacurandera.com.