Follow the aroma of warm corn tortillas, smoky roasted chilies, and fresh cilantro into a place where Birmingham shops for flavor: Mi Pueblo Supermarket. A cumbia spills from the speakers as families weave through aisles stacked with dried peppers and imported sodas. At the heart of it all is Dulce Rivera, moving with the same energy as the store itself.
Rivera’s father, Joel, founded Mi Pueblo two decades ago after discovering how hard it was to find authentic Mexican ingredients in Birmingham. “In his heart, he felt that there had to be a solution,” Rivera says. “He saw a need for not just one particular product, but an array of products that weren’t being brought here… slowly, we started incorporating different products from different ethnicities and cultures, and that’s how we have grown into what is more of a multicultural grocery store instead of just a Mexican grocery store.”
Her parents immigrated from San Luis Potosí, Mexico, eventually settling in Alabama when construction work slowed in Texas. What began as a neighborhood grocery has grown into a community hub with two bustling locations in Homewood and Pelham. “We now have patrons from the Caribbean, from Central and South America, and from Africa and Asia,” Rivera says. “Maybe the same type of ingredient can be used in one dish that represents a culture in Central America, and that same ingredient makes a completely different dish on the other side of the world. That’s the beauty of Mi Pueblo—we’re a reflection of Birmingham itself, with an array of diversity.”
For Rivera, who officially stepped into leadership nearly five years ago, the business has always been about more than shelves and sales. “Growing up, I just remember it always being busy and full of community,” she recalls. “My siblings and I joke that we’ve been working our whole lives and we’re coming up on retirement age. But this market is all about family, community, and culture for us.”
Her path to leadership wasn’t without resistance. As a teenager weighing her career options, a manager once told her point-blank the business wasn’t “a place for you as a woman.” Rivera took that sting straight to her father. “My dad looked at me and said, ‘You can do whatever you want, as long as you work hard and study.’ That’s when I knew—I’m going to do this one day.”
Now she leads Mi Pueblo with a philosophy she sums up in a simple truth: “Change is inevitable, so don’t be afraid of it.” She credits mentors, her family, and her faith with helping her step into leadership at such a young age. “Everything happens for a reason. Even if something doesn’t come out as planned, there’s a lesson to be learned. And you never stop innovating.”
Outside the aisles, Rivera pours her energy into the Birmingham community. She chairs the board of the Hispanic Interest Coalition of Alabama, serves as secretary for Fiesta BHAM, and holds positions with the Birmingham Business Bureau and Samford Young Alumni Board. Recently, she even became a catechist at her church.
Her passion is especially clear when she talks about Fiesta, Birmingham’s annual September celebration of Hispanic culture. “It’s about educating and celebrating Hispanic culture, and showing we are not just one,” she explains. “We raise money for college scholarships, but the day is really about culture, fun, and love.”
Beyond the grocery, each Mi Pueblo location houses a restaurant where a rotating buffet of authentic dishes keeps the flavors of home alive. Rivera calls chilaquiles her favorite foundational dish. “It’s really just chips and salsa, but in an elevated way. You make your salsa as spicy as you want, stir it, let it bubble, then put the tortilla chips in so they soak it up. Top it with chicken, eggs, cheese, crema—it’s amazing.”
That passion for food from around the world is something she wants Birmingham to embrace without hesitation. “We’ve had people walk in who thought they might be out of place, and then they’re blown away by the freshness of the meat and produce and the prices,” she says. “Food has a way of breaking barriers. It’s something every culture shares, and our holidays so often revolve around it. Gathering around a meal is usually the first step in understanding one another.”
When she’s not in the stores or at board meetings, Rivera recharges by traveling (“my most expensive hobby”), doting on her Havanese puppy Cooper, or cooking when time allows. But she always comes back to Mi Pueblo—the aisles alive with music and color, the flavors that bridge continents, and the community that makes it all matter. “At the end of the day, we all eat,” she says. “We all share food, and we all share the love of cuisine. That simple act of gathering at the same table is what brings us together.”
Dulce Rivera’s Featured Recipe: Chilaquiles Verdes
Serves 4
Ingredients
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1 lb tomatillos (husks removed, rinsed)
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2–3 serrano peppers (adjust to spice level)
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2 cloves garlic
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¼ cup white onion, roughly chopped
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½ cup cilantro leaves
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1 tsp salt (to taste)
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1 cup chicken or vegetable broth
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12 corn tortillas, cut into wedges
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Oil for frying
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Toppings: crumbled queso fresco, Mexican crema, thinly sliced red onion, avocado, fresh cilantro
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Optional: shredded chicken or fried eggs
Directions
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Make the Salsa Verde: In a pot, boil tomatillos, serranos, garlic, and onion until tomatillos turn a dull green (about 7 minutes). Drain and blend with cilantro, salt, and broth until smooth.
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Fry the Tortilla Chips: Heat oil in a skillet. Fry tortilla wedges in batches until golden and crisp. Drain on paper towels. (Shortcut: use good-quality tortilla chips.)
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Combine: In a large skillet, warm the salsa verde. Add fried tortillas and gently toss until coated, about 2 minutes.
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Serve: Plate immediately, topped with queso fresco, crema, onion, avocado, and cilantro. Add shredded chicken or a fried egg for a heartier version.
Tip from Dulce: “Chilaquiles are best in the morning, with a cup of café de olla—just the way we enjoy them at home.”
Spice Up Your Kitchen
Nopales (Cactus Pads)
Fun Fact: Nopales are not only delicious but also highly nutritious—rich in fiber and antioxidants. Mi Pueblo’s origin story began with nopales, making them a symbol of our roots and heritage.
Culinary Use: Eaten grilled, sautéed, or in salads and stews across Mexico.
Green Tomatillos
Fun Fact: Despite their name, tomatillos aren’t “little tomatoes.” They’re in the gooseberry family, wrapped in a papery husk, and give salsa verde its signature tang.
Culinary Use: The star of Mexican green sauces, from enchiladas to chilaquiles.
Dried Chiles (Chile de Árbol, Puya, Guajillo, etc.)
Fun Fact: Each dried chile has its own personality—smoky, fruity, spicy, or earthy—like a spice rack of color and flavor in Hispanic kitchens.
Culinary Use: Used to make salsas, adobos, and moles that layer depth and complexity.
Adobo Seasonings (like Goya Adobo)
Fun Fact: Adobo is considered the “all-purpose” seasoning of many Hispanic households. Every family has its own preferred blend, but common flavors include garlic, oregano, and black pepper.
Culinary Use: A quick sprinkle transforms meats, vegetables, and even popcorn.