Meet Jason Salazar | HOME BAKER – Local Baker

We had the good fortune of connecting with Jason Salazar and we’ve shared our conversation below.

Hi JASON, can you walk us through the thought-process of starting your business?
Starting my own business, Dough Boii, has been a dream of mine for years. I’ve always wanted to create something that was uniquely mine, especially around food, because baking has always been a passion of mine. I’m someone who loves baked goods, especially late at night sweets treats and I wanted to build a business that brought those sweet, comforting treats to others, so they could experience the same joy I get from them.

For a long time, I worked for other people, and it felt like my ideas and hard work benefited their success, not mine. I was tired of seeing my creativity go unrecognized, and I realized that if I kept waiting for the perfect moment, I might never take the leap. So, I decided to trust myself, take that leap of faith, and start something that truly reflected my love for baking. I knew I had the passion, the talent and the ideas to make something special—and I wanted to create a space where I could bring my vision of delicious, homemade baked goods to life, while also giving others the chance to enjoy the treats I love. Starting Dough Boii has been more than just launching a business; it’s about creating something I believe in, for myself and for everyone who shares my love for freshly baked goods

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
At Dough Boii, what sets us apart is our unwavering commitment to quality. There are a lot of baked goods businesses out there, but we make sure that we’re not just another option. We pride ourselves on never cutting corners when it comes to ingredients. We don’t use preservatives or anything artificial, and we make it a point not to overload our products with sugar. We don’t want our customers to feel like they’re biting into a cube of sugar. Instead, we focus on creating balanced, delicious treats made with high-quality, safe ingredients. Our goal is to provide a product that is not only fresh but also clean and straightforward—no hidden additives, no tricks, just good, honest baking. We also don’t follow fads or trends just to make a quick sale. Our belief is simple: if the product is good enough, it will sell itself. That’s why our customers can always expect fresh, flavorful, and high-quality baked goods every time they purchase from us.

This idea of starting a baked goods business has been in my mind for years, but for a long time, something always held me back—whether it was a job, life circumstances, or simply the fear of failure. In 2024, I finally reached a breaking point where I couldn’t hold back any longer. I decided it was time to take the leap and pursue this dream full force. I went all in, hoping that, over time, it would all pay off. I’m not looking to get rich. Honestly, I just want a simple life where I wake up every day, do what I love, and feel proud of the work I’m putting into this business.

It hasn’t been easy, though. Like anyone who’s started a business from scratch, I’ve faced my fair share of challenges—financial struggles, rejections, emotional roller coasters, and that constant voice of self-doubt that makes you question everything. But no matter how tough things get, I remind myself: “It will pay off.” I know I have to keep pushing forward if I want this to work. I’ve learned that nothing comes easy, and every day is a challenge in some way. I’m working around the clock—not just for my business, but for my happiness and my future. The road is long and sometimes hard, but I truly believe in what I’m doing, and that keeps me going.

What I want the world to know about Dough Boii is that we are more than just a home bakery. We’re a brand built on integrity, passion, and a desire to bring something real and authentic to our customers. We’re not chasing trends or trying to be something we’re not. What you see is what you get—freshly baked goods made with care, love, and the highest-quality ingredients. At Dough Boii, we’re working not just for success but for the satisfaction of knowing we’re doing something we love, and we’re doing it well. That’s the heart of our story.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend were visiting San Diego for a week, I’d want to show them a mix of my favorite spots that truly capture the essence of this city. Since I’m an outdoors person who loves supporting local businesses, I’d make sure we spent time enjoying both nature and the vibrant culture here. We’d start off with a visit to Tacos El Gordo in Chula Vista, one of my all-time favorite places to grab authentic adobado tacos. There’s nothing like diving into the flavors of the city, especially when it comes to Mexican food, and Tacos El Gordo never disappoints. After that, I’d take them to Sunshine Company Pub & Grill in Ocean Beach, a dive bar where I’ve spent countless nights hanging with friends. It’s got that perfect, laid-back vibe.

The next day, we’d enjoy a more relaxing pace by exploring some local farmers markets around the city. There’s nothing like walking through those markets, sampling fresh local foods, and supporting small vendors—it’s a perfect way to get a taste of what San Diego has to offer. Afterward, we’d head to the beach, spending the afternoon at Ocean Beach, just soaking up the sun and enjoying the laid-back atmosphere. It’s one of those spots that always has a chill vibe, perfect for unwinding.

For a more outdoorsy day, I’d take them to Mount Laguna for a peaceful hike. The area is quiet and secluded, offering stunning views and a much-needed escape from the usual crowds. After the hike, we’d stop by Julian, a small historic town nearby known for its apple pies, and grab lunch at one of the local spots. In the evening, we’d head back to the city, where we could explore the neighborhood of North Park, which has a cool mix of local restaurants, bars, and great spots for live music.

No trip to San Diego would be complete without a beach day, so we’d spend the next morning in Ocean Beach, either just relaxing by the water, playing some beach games, and taking in the beautiful views. After the beach I would head home and BBQ for them, I love entertaining and so I would love to cook for them while they relax and lay back –

For a quieter day, I’d take them to Santa Ysabel for a peaceful hike in the mountains. It’s one of those places where you can really relax and enjoy the solitude, away from the busier parts of San Diego- we would bring our own snack and just set up a small picnic in the area-

On the last day, we’d take a stroll around Mission Bay, rent bikes, or even paddleboard. It’s one of my favorite spots to just enjoy the outdoors and relax by the water. To wrap up the trip, we’d grab a casual dinner, and a couple of beers in the Convoy Area.

This week would be the perfect mix of nature, local food, and San Diego’s unique, easygoing culture. From hiking and beach days to enjoying the best Mexican food in the city, we’d cover all the things that make San Diego so special.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I absolutely want to dedicate a huge shoutout to my fiancée, MJ. She has been by my side for 11 years, and over the past year, she’s been a rock as we’ve worked to open and grow this business from the ground up. Starting a business is never easy, especially when you’re juggling all the challenges that come with it. MJ has poured so much love, support, and hard work into making Dough Boii a reality. She believed in me and my vision even when it felt like the road ahead was uncertain. This business is as much hers as is mine- we are team.

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