“Salsas del Sheriff” is a legacy of love and perseverance born from Jorge Salgado Zavala’s passion for the Western culture and his promise to protect something that represents the value of memory.
One day, at a garage sale in Salinas, California, US, Salgado found a sheriff figure that inspired the name of the “salsas” he had been preparing for several years. When he asked the 80-year-old woman selling it for the price, she refused to let it go: it was a gift she had given to her late husband when they were young, and it was the only memory she had of him.
Salgado then made an offer: he would take care of the figure and everything it represents, making sure to keep it in good hands after she was gone. And since then, that figure has become one of the most treasured items in Salgado’s collection.
In 1998, Jorge Salgado began his adventure in producing artisanal sauces in Huandacareo, Michoacán, Mexico, and in 2001, with the help of his sister Beatriz Salgado, he was able to expand this business to the Michoacán capital, Morelia, entering local stores and supermarket chains across the country. With the collaboration of his niece, they continue to honor the family legacy and ancestral Mexican cuisine, venturing into the US market in 2020, to the state of Texas.
“Salsas del Sheriff” is not just a business, but a demonstration of the dedication and effort that the Salgado family have put into every jar. It’s a story of love and commitment, fusing the Western culture and Mexican culinary folklore into a flavor that will endure as a legacy for future generations.”
Establishing trust with retailers is vital for the success of small businesses, particularly those that distribute unique products like artisanal salsa. There are several key elements involved in building trust, including establishing a personal connection with retailers, consistently delivering the product, and being responsive to concerns.
The company initially sold its products in Morelia in places like Trico (now Panoli), Restaurant “La Lupita II”, and “La Cabaña de Vic”. Expansion came fast to other locations across Mexico. As “Salsas del Sheriff” continued to grow, it started selling its products in larger retail chains such as Sam’s Club nationwide, Bodega Aurrera, and Walmart nationwide.
AWARD WINNING SALSA
Boulder Contry Fair & Livestock Show, Loungmont, CO
Featuring our artisanal sauce in fairs and exhibitions enables us to introduce it, gather market feedback, explore potential business opportunities, and showcase the culinary identity of our region.
- FERIA DE LA MUJER EMPRENDEDORA 2002 (Morelia, Michoacán, MX)
- EXPO COMIDA LATINA 2003 (Los Angeles, CA, US)
- EXPOVALL 2003 (Morelia, Michoacán, MX)
- EXPO ANTAD 2004 (Guadalajara, Jalisco, MX)
- EXPO FERIA MICHOACAN 2003 Y 2004 (Morelia, Michoacán, MX)
- FERIA DE LA MUJER EMPRENDEDORA 2002 (Morelia, Michoacán, MX)
- SEMANA PYME 2003. (Leon, Guanajuato, MX)
- EXPO ALIMENTARIA 2004 y 2005 (Mexico City, MX)
- FERIA REGIONAL DE PRODUCTOS MICHOACANOS 2005 WAL-MART, SAM’S CLUB Y BODEGAS AURRERA (Morelia, Michoacán, MX).
- EXPOVALL 2005 (Morelia, Michoacán, MX)
- AGROBAJA 2006 ALIMENTOS NO TRADICIONALES (Mexicali, Baja California, MX)
- EXPO ANTAD 2006 (Guadalajara, Jalisco, MX)
- EXPO ALIMENTARIA 2006 (Mexico City, MX
- BOULDER COUNTY FAIR AND LIVESTOCK SHOW 2003 (BOULDER, COLORADO, USA)