The Salazar brothers, all products of the San José educational community, built their business on a foundation that reflects the experiences of many first-generation entrepreneurs. Mauricio attended Evergreen Valley College, where he also played soccer. Gabriel graduated from Evergreen Valley College before earning a degree in Finance from San José State University and becoming a Certified Public Accountant. Luis attended both San José City College and Evergreen Valley College before completing his degree in Health Science at Cal State East Bay.

Their educational journey reflects a commitment to personal growth that would later become instrumental in building a successful business.

Inspired by family members with deep roots in the paleta tradition of Tocumbo, Michoacán widely recognized as the birthplace of the modern paleta the brothers embraced an opportunity to learn the craft while creating something uniquely their own. Armed with knowledge, determination, and support from family members who believed in their vision, they launched Paleta Planeta in 2021.

There was no storefront.

No large investment.

No guarantee of success.

Only three brothers working together with a shared belief that they would build something meaningful for their community.

Selling through social media, community events, and neighborhood gatherings, they steadily grew their following one customer at a time. Their commitment to quality, creativity, and customer experience transformed a small family operation into a destination that continues to attract visitors from throughout Silicon Valley.

A defining milestone came on September 21, 2024, when Paleta Planeta opened its first brick-and-mortar location in downtown San José, directly across from City Hall.

For the Salazar family, the opening represented far more than a new business address.

It represented years of sacrifice, countless hours of work, and the realization of a dream that began in a garage.

Today, Paleta Planeta offers more than handcrafted paletas. It creates experiences, celebrates culture, and brings people together through flavors that honor tradition while encouraging discovery and creativity.

Milestone Moments

• Built a family-owned business from a garage operation during the COVID-19 pandemic

• Leveraged the educational opportunities provided by Evergreen Valley College, San José City College, San José State University, and Cal State East Bay

• Grew from direct-to-consumer sales and community events into a recognized Silicon Valley brand

• Opened its first storefront in downtown San José in September 2024

• Created a destination that celebrates culture, entrepreneurship, family, and community

• Demonstrated how education, family support, and determination can transform an idea into a thriving business

The Salazar brothers’ story reminds us that entrepreneurship is often about more than building a company. It is about creating opportunities, honoring family sacrifices, and investing in the communities that helped shape our journey.

Their journey from garage to storefront, from vision to reality serves as an inspiring reminder that some of the most meaningful milestones begin with family, faith, and the courage to take the first step.

The HL | Milestone Series is a national platform designed to celebrate leadership across business, community, education, and innovation.

The 2026 HL | Milestone Series is made possible through the support of Wells Fargo, the series’ funding partner, whose commitment to community engagement and financial empowerment helps bring these important conversations and recognitions to life.