“We don’t have a large warehouse full of product, because we make it fresh every week,” says Matt Harlin, who manages the fundraising division of Jose Madrid Salsa. Crafted by hand, the product’s small-batch authenticity is central to the company’s mission and a key selling point for their fundraising program. The program offers a way for groups like show choirs to raise money by selling in their communities and nationwide online.
Matt says the company knows the importance of offering something different in the crowded field of fundraising opportunities. “Fundraising options are a dime a dozen,” the website states. “Here at Jose Madrid, we are quite aware of this fact.” When groups are considering a fundraising partner, Jose Madrid points to their simple defining advantages: a great tasting and affordable product people want, and a program that’s easy to use.
“Those are the two comments we hear the most from groups that choose us for fundraising: ‘It’s easy, and the salsa is good,’” Matt says, adding that as a small company, Jose Madrid can offer personal customer service that clients appreciate, and fundraising groups receive 50 percent profit on each sale.
The company has had a long history in serving excellent food even before the salsa company was born. In 1976, founders Mike Zakany and his brother first started a restaurant, Zak’s, in downtown Zanesville, Ohio, with family recipes drawing on their proud New Mexican heritage. When they realized how important a role their homemade salsas played in enhancing the flavors of their dishes, they founded a company devoted to just that. In 1987, Jose Madrid Salsa—named for Zakany’s grandfather, the family patriarch—was born.
Today, the salsa is sold in specialty stores throughout Ohio as well as Pennsylvania, Michigan, Kentucky and Indiana, while customers from all over the country order directly from the site. Through the fundraising arm, the salsas have shipped to all 50 states.
Matt says most groups combine old-fashioned community sales with online sales for maximum return. “We have a lot of groups that go to their neighbors and friends and ask them to buy salsa, which is a great way to raise money. But why not reach out to your grandmother in Florida, too? We want them to make a healthy profit. It’s a good opportunity for us and for the kids.” The program boasts repeat business between 60 and 70 percent.
Matt reiterates that the key is the quality of the product. Jose Madrid offers 25 different varieties, from Garden Fresh Cilantro to Roasted Pineapple Habanero.
“It’s all about the flavors,” he says. “We don’t concentrate on the heat, although we do make several that are pretty hot. We make everything by hand. We don’t add preservatives, and we try to keep salt and sugar to a minimum. We’re providing a healthy and delicious product people want, and the success follows from there.”
