THE STORY OF
Sam’s famous Salsa
Hi, I’m Sam Derr the Owner and President of Elite Superior Foods. I was trained as a traditional chef and later expanded my experience into becoming a professional Sushi chef. I know it may sound odd, “how does a Sushi chef make Salsa?” Well, this concept of bringing my Salsa to the retail world started 20 years ago, long before becoming a Sushi chef.
A taste of our history
I was taught my family Salsa recipe that dated back well over 100 years ago. The recipe originated from the Tarahumara Indian tribe with heavy Hispanic, Latino and Native American flavors that were picked up as my family traveled north several generations ago.
salsa for everyone
The original recipe had been handed down through my family which was great to begin with. However, I wondered if I could make a great Salsa even better that could speak to everyone!
I started making Salsa for my own family in small batches, never expecting that someday my Salsa would be sitting on retail grocery store shelves. After years of making my Salsa for family and friends, they all started to ask me to make batches for their family or office functions, parties, picnics, Super Bowl parties, gatherings… you name it!
Flavor that stands out
I then had a very good friend that was in college that asked if she could take a fresh batch of Salsa and use it to compare to other very large, well known brands that are currently in grocery stores so not thinking much of her request, I gave her a batch to use at school so that she could write her final assignment and thesis about. My only request at the time for her was that she would have to give me brutally honest feedback from peers and college faculty, which she agreed to do for me.
When my friend returned, I asked what the feedback was like, as I braced myself for a verbal reality check, so she then proceeds to tell me that everyone really enjoyed my Salsa and it was very well received. I then asked, how did it stand up against all the other major name brands (approximately 15 other brand names) she then explains everyone within her test group liked the flavor better overall than any other Salsa it went up against. I then asked my friend, was there any negative feedback??! My friend then let’s me know of some small changes that her test group requested however she made it a point once again to inform me that everyone within her test group really liked the flavor profile.
A modern twist
I went back to my kitchen made some changes, never changing the original flavor though and 20 years later here we are, so I hope you enjoy our Salsa and any other products under the Elite Superior Foods brand name that you might be buying now or in the future.