(Garrett Estrada photo) Carlos Moreno stands behind the register at Burrito Farm’s new location inside the Silver Sage Travel Center and Truck Stop.

(Garrett Estrada photo)
Carlos Moreno stands behind the register at Burrito Farm’s new location inside the Silver Sage Travel Center and Truck Stop.

Luis Moreno cares about quality. Coming from a background of working kitchens in 5-star hotels in Cancun, Moreno and his family are working hard to bring the same level of taste to their family business, Burrito Farm.

Located inside the Silver Sage Travel Center and Truck Stop on Great Basin Highway, Moreno along with his wife and two sons work together to provide a menu of both Mexican and American favorites. From carne asada burritos to western style cheeseburgers, Moreno said he tries to capture “authentic” taste without relying on the traditional “Tex-Mex” recipes.

“We use fresh food everyday. Fresh food will always win,” Moreno said.

The owner said he envisions Burrito Farm as a franchise, one he eventually hopes will grow to add locations outside of Nevada, a far cry from the restaurants humble origins inside a food truck. Started in February, Burrito Farm began as a pit stop for truckers traveling the long rural Nevada highways.

Despite challenges of keeping the power on in the truck and being located more than 20 miles outside of Ely, word of Burrito Farm’s food began to circulate, and Moreno watched happily as his customer base began to grow.

“Word of mouth was very important for us. We started to see more people everyday. People knew about our food and were coming to try it themselves,” Moreno said.

The owner capitalized on the positive reputation his business was gathering by starting a marketing push on social media. His vision, he said, is to combine a quality product with the right kind of marketing, a combination he said “will always bring success” when done right. His online presence is starting to back that theory up.

“Our Facebook page now has over 2,000 followers, which for White Pine County is a lot of people. On top of that, we’ve seen nothing but positive reviews online which has been really encouraging,” he said.

But even with customers and a good reputation, Moreno was still aware that moving from the food truck to the Silver Sage was a risk.

“You have to take risks in business just like you have to take risks in life. We had an opportunity to work with the tribe out here and we decided we needed to have faith that it would work. If you don’t take risks, you don’t win,” Moreno said on the difficult decision to change locations.

Now that Burrito Farm has a permanent roof and a steady stream of customers coming through the door, Moreno doesn’t want the image of the brand he has worked so hard to create to change.

“We are not a fast food company. Sometimes the wait for our food can range up to 15 to 20 minutes, but that is because we don’t want to rush something out that we are not proud of. And I think our customers are aware of that and appreciate the difference in taste,” he said, adding he wanted to thank everyone in the community for their support of his business.

Burrito Farm is open Monday through Saturday from 5 a.m. to 8 p.m. Orders can be placed online at www.burritofarm.com or through the Burrito Farm Facebook page.