On September 24, 2025 — Don Pancho, the authentic Mexican foods brand under Reser’s Fine Foods, celebrated the grand opening of its 300,000-square-foot manufacturing facility in Salem on Wednesday. The project marks the company’s largest expansion to date and a significant reinvestment in Marion County’s food-processing corridor.
The new plant, located at the former Norpac industrial site, is three times the size of the company’s previous facility and includes energy-efficient LED lighting, advanced HVAC controls, and modern refrigeration systems. The upgrades are designed to reduce energy use while supporting expanded production of tortillas and chips for retail and restaurant customers.
Honoring Salem Roots
Ricardo Baez, president of Don Pancho, traced the company’s growth from its beginnings in Salem in 1979, when founder Frank Puentes and his family moved operations from California. The original facility measured just over 1,500 square feet.
“Thanks to the support of Salem businesses and families, we were able to grow from humble beginnings into a respected and beloved brand,” Baez said. He recalled expansions in the 1980s and 1990s, including a 40,000-square-foot facility on Industrial Road and later a 100,000-square-foot building in 2004. The new facility, Baez said, represents “a continuation of that journey, built on faith in our people and our community.”
Community and Civic Leaders
Mayor Julie Hoy praised the project’s role in revitalizing a key economic site. “And our very own Don Pancho Mexican Foods… is growing yet again, investing in the former Norpac building to make it into a state-of-the-art production facility for its tasty products,” Hoy said. “I am thankful that Don Pancho and Reser’s will continue to grow into the future in Salem.”
Local leaders from city government and economic development organizations also attended, underscoring the facility’s importance as a symbol of confidence in Salem’s business environment.
A Family Legacy
Mark Reser, president and CEO of Reser’s Fine Foods, framed the milestone within the company’s broader story. “Today marks a significant milestone for Reser’s Fine Foods, and I’m proud to help cut the ribbon on this investment,” he said. Reser noted that the Puentes family’s dedication to tortillas parallels his own family’s history with prepared foods, creating a partnership rooted in tradition and innovation.
Reser added that the expansion reflects a commitment to Salem as a business hub. “It’s not just about growth — it’s about purposeful growth. Growth that invests in people, in jobs, in communities like ours,” he said.
Looking Ahead
The plant is expected to support Don Pancho’s production needs for at least the next 20 years. Product lines will include flour, corn, and specialty tortillas, such as Golden Blend and Estilo Norteño styles, as well as chips in restaurant, homestyle, and totopo varieties.
The investment is more than just more production capacity for Salem. It revitalizes a significant industrial location, boosts the food processing industry in the area, and reaffirms a long-standing alliance between a nationally renowned brand and its host community.