Salsa makers all over the world want to get their products into stores just like yours. So, how do you choose from the thousands available which ones to offer? And how do you effectively sell the product to your customers? Think tastings, displays and recipes.

First of all, keep in mind your store demographics. What kind of salsa would appeal most to your customers or potential customers? Remember that product placement is key. Your display should be highly visible and attractive.

As recently as 20 years ago, salsa could only be found in Mexican restaurants. But now its popularity has sizzled into other cuisines and the market is spicy hot. When working with salsa suppliers, consider the following information:

1. In the US, salsa has surpassed ketchup as the highest-selling condiment.

2. Small, independent salsa makers are gaining respect and record profits in the marketplace.

3. Competition for the salsa dollar from consumers is fierce as there are thousands of different salsas to choose from, and some consumers opt for homemade salsa made with vegetables from their own gardens.

Action Steps
The best contacts and resources to help you get it done

Offer unique or gourmet fresh salsa

One way to set your store apart from others is to offer those salsas that are considered specialty items and not easily found everywhere. However, you may want your customers to try these particular products and brands first to see how well they are received before fully stocking your shelves.

I recommend: Dozens of different varieties of gourmet salsa can be found at Salsa Express, including roasted chipotle salsa, garlic and cilantro salsa and roasted Vidalia onion and artichoke salsa, among other yummy options. Find unique flavors along with other merchandise such as a salsa bowl and aprons from GourmetMikes.com.

Buy in bulk from salsa distributors

Make sure to have plenty of salsa product on hand so that customers don't have to look elsewhere to find what they need. A number of wholesale distributors work with grocery and specialty stores to set up reliable supply.

I recommend: Buy salsa by the case from Ashman Manufacturing. Not only can you buy in bulk from Riba Foods, but they'll also show you an effective way to use their shipping cases as a display.

Distribute salsa recipes with your display

Along with product samples, show your customers how salsa can easily be incorporated into flavorful meals. You can even cross-promote other instore products to be used in making the meal.

I recommend: From main dish salsa recipes to those for appetizers and snacks, check out CSC Brands. For more recipes that include breakfast selections and soups, browse offerings from Santa Barbara Salsa.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  You may want to consider promoting Mexican salsa as a way for your patrons to receive the recommended daily servings of fruits and vegetables. Salsa is known to be low in fat and calories as well.