When Jack Aronson began experimenting with salsa recipes in the back room of his barbecue restaurant, he never imagined that his product would be in more than 4,000 stores in the United States and Canada.
When Aronson hit on recipes he liked, he began introducing his salsas to his barbecue customers. By 1997, an owner of a small grocery chain asked to sell the product in his store, and Aronson’s Garden Fresh Salsa Co. Inc. was off and running. He closed the dining room of his restaurant and began making salsa in five-gallon buckets, doing most of the work himself, from packaging and shipping to selling.
As demand increased, Garden Fresh’s president could no longer meet demand from his restaurant location, so he converted an old 3,000-square-foot video store into a manufacturing facility. But the bigger space didn’t work for long as the business continued to double each year, and a few years later, Garden Fresh moved again, this time to a 20,000-square-foot facility.
By 2003, Aronson had hired a staff to run his business, freeing him up to develop new products. He also began researching a way to extend the shelf life of his product, and the result is a fresh salsa that has the longest shelf life in the industry.
Aronson has also expanded his product base, adding salsa, tortilla chips, pita chips, guacamole and hummus.
And going forward, his goals include developing organic products, introducing innovating packaging that will further extend shelf life and, potentially, global expansion.
HOW TO REACH: Garden Fresh Salsa Co. Inc., (248) 336-8486 or www.gardenfreshsalsa.com