A new business in Denver is out to change the world's thoughts about salsa. It sounds like they have big dreams; it also sounds like they have an ego to match, judging by their name.

Naming a business is a very personal: It is not only "what" you are but "who" you are as well. Popeye's Chicken was named because the founder liked the movie "The French Connection" and Gene Hackman's character, Popeye Doyle.

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This new salsa company comes out of Brooklyn (I hear that old Pace picante/salsa commercial in my head: "New York City??"). According to Denver Business Journal, the company's founder found really good success getting the company off the ground in New York but thought a change of scenery could do him and the business good, so he moved to Denver, Colorado.

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Honestly, this company sounds great. They're not going for "mild, medium, hot" salsas; they're going for flavor. I like the sound of that. The founder started with five ingredients; Triscuits have just three simple ingredients (hence TRI-biscuits=Triscuits). A lot of times, less is truly "more."

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Rock 'N Roll and fashion also play a hand in this company's salsa brand. He calls it a "lifestyle-salsa" brand. I imagine Denver's now-famous Nathaniel Rateliff being a spokesperson.

Craft beer is also a part of their "heritage," as they had a lot of success selling their salsa (and house-brand chips) to local breweries. Denver has a lot of craft brewers, so that also bodes well for them.

THEY SOUND PROMISING, WHAT'S THE NAME?

When I hear their name, I flash to a song by Foreigner: Waiting For a Girl Like You, where in the lyrics, you hear:

... Only in dreams could it be this way...

Their "lifestyle-salsa" is —  DREAMS AREN'T THIS GOOD. It's bold, right? They're saying that their salsa is better than anything you find in even your dreams. Wow. That's a New Yorker, for sure.

You can take a look at his pitch, before moving to Denver, for investors:

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