Helston Deli Owners Named South West Ambassadors for Start Up Loans Programme

An enterprising couple behind a Mexican-inspired deli in Helston have been named among 14 businesses across the UK recognised as Ambassadors for the British Business Bank’s Start Up Loans programme in 2025.

A Cornish Love Story with Global Flavours

Francis Pipe and Jennifer Herrera, founders of Pica Rico Deli, have been announced as the South West Ambassadors for the programme, which has delivered more than £1.25 billion of funding to over 125,000 small businesses since 2012.

The couple, who describe themselves as “partners in life and cooking”, launched Pica Rico Deli in 2023 after securing a £25,000 Start Up Loan to fit out their professional kitchen. Their venture fuses authentic Mexican flavours with sustainably-sourced Cornish produce, offering a street food inspired menu in the heart of Helston.

Francis and Jennifer first met while working in Dubai a decade ago and went on to cook in kitchens around the world. Their journey began with a pop-up taqueria in a Finsbury Park pub, later leading them to a restaurant in Berlin before travelling through Jennifer’s native Mexico.

While there, they learned ancestral cooking methods and began sourcing heirloom corn varieties from regenerative farming co-operatives. The couple now import and grind the corn on site using volcanic stones, with hopes to one day grow these varieties in Cornwall.

Growing Roots in Helston

Returning to Francis’ Cornish roots in 2018, the pair ran a number of pop-up ventures, including a successful residency in Penzance, before deciding to establish a permanent base. Their Helston deli has quickly become a local favourite, combining Mexican dishes with local ingredients such as Cornwall-grown vegetables, locally caught fish, and sustainably farmed meats.

They also grow some of their own produce using the traditional ‘Three Sisters’ planting method, where corn, beans and squash grow together to support one another. Recently, they expanded their offering with a range of ‘Heat at Home’ meals made from scratch using local and organic ingredients.

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.”

Start Up Loans: Backing Small Businesses

The Start Up Loans programme, part of the British Business Bank, offers personal loans of up to £25,000 at a fixed interest rate along with free mentoring support to help entrepreneurs launch or grow new businesses.

Since 2012, the scheme has provided 1,644 loans to start-ups in Cornwall, totalling £17.4 million, while the wider South West region has received 11,175 loans worth £113.1 million.

Francis and Jennifer’s loan was supported by SWIG Finance, one of the programme’s Business Support Partners in the South West, which also provided further funding to help renovate their premises.

Louise McCoy, Managing Director, Start Up Loans Products, 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.”

For more information about the Start Up Loans programme, visit www.startuploans.co.uk

About the Start Up Loans Programme

The Start Up Loans programme provides personal loans for business purposes of up to £25,000 at a fixed interest rate per annum and offers free dedicated mentoring and support to each business.

Its main goal is to ensure that viable start-ups and early-stage businesses have access to the finance and support they need to thrive. Through a UK-wide network of Business Support Partners, applicants receive help across all regions and industries. The programme is not designed to generate a commercial profit, and repayments together with interest are recycled to help meet future demand for funding.

Free guides on a range of topics related to starting a business can be found at https://www.startuploans.co.uk/free-start-up-guides/, and recent press releases are available at https://www.startuploans.co.uk/media-centre/.

The programme is funded by the Department for Business and Trade (DBT) and operated by The Start-Up Loans Company, a wholly owned subsidiary of British Business Bank plc, which is wholly owned by HM Government.

A full legal structure chart can be viewed at www.british-business-bank.co.uk