#TEAMJALAPA

HOW WE BEGAN

TWO NEW YORKERS, TWO TEXANS AND A COMMITMENT TO QUALITY

STEVE
FOUNDERTOMMY
FOUNDERJOEL
FOUNDERRYAN
LEAD CHEF / BROOKLYN

The short version goes like this: Joel went off to culinary school in Austin in 2006. While developing his palate and culinary skills, he created the original Jalapa Jar recipe. For nine years, the salsa was made for countless friends, family members, colleagues and strangers, spanning multiple continents – and each time a bowl of salsa reached the table it was gone in minutes.

•••

In the summer of 2015, Tommy was returning to the States after a business venture in London. He joined up with his cousin Steve who had recently left finance and was eager to pour his passion for business into a startup With the idea of sharing Joel’s delicious salsa recipe with the world already in Tommy’s subconscious, Steve and Tommy decided to integrate their skills in marketing and business into an entrepreneurial venture.

•••

Their ideas of start-up grandeur spanned a variety of industries, and Joel’s recipe fueled many
a late night brainstorm session – ‘til one (jarring) day, Tommy and Steve realized that the real idea worth chasing, the one about which they were the most passionate, was the salsa that had dripped all over their coffee table and notepads.

•••

Tommy and Steve then hatched a plan with Joel to jar his recipe and the three of them made a commitment to creating a product and a brand that embodies freshness & quality. A few months later, after adding another cousin, Ryan, to the mix, the Jalapa team enjoyed early success introducing the freshest salsa to happy customers at Smorgasburg food market in Brooklyn.
But there was still a little more to be unveiled.

•••

In having the chance to interact directly with the first lovers of Jalapa Jar salsa at the market,
the refrain quickly became “and don’t just eat the salsa with chips, it’s amazing on so many other dishes…in fact, it goes great with eggs in the morning.” Shortly thereafter, the team decided, let’s stop talking about how good the salsa is on eggs and let’s just show them. The Austin influenced breakfast tacos made their debut, setting up the Jalapa story to embark on its next chapter.

#TEAMJALAPA

STEVE
FOUNDERTOMMY
FOUNDERJOEL
FOUNDERRYAN
LEAD CHEF / BROOKLYN

#TEAMJALAPA

HOW WE BEGAN

TWO NEW YORKERS, TWO TEXANS AND A COMMITMENT TO QUALITY

STEVE
FOUNDERTOMMY
FOUNDERJOEL
FOUNDERRYAN
LEAD CHEF / BROOKLYN

The short version goes like this: Joel went off to culinary school in Austin in 2006. While developing his palate and culinary skills, he created the original Jalapa Jar recipe. For nine years, the salsa was made for countless friends, family members, colleagues and strangers, spanning multiple continents – and each time a bowl of salsa reached the table it was gone in minutes.

•••

In the summer of 2015, Tommy was returning to the States after a business venture in London. He joined up with his cousin Steve who had recently left finance and was eager to pour his passion for business into a startup With the idea of sharing Joel’s delicious salsa recipe with the world already in Tommy’s subconscious, Steve and Tommy decided to integrate their skills in marketing and business into an entrepreneurial venture.

•••

Their ideas of start-up grandeur spanned a variety of industries, and Joel’s recipe fueled many a late night brainstorm session – ‘til one (jarring) day, Tommy and Steve realized that the real idea worth chasing, the one about which they were the most passionate, was the salsa that had dripped all over their coffee table and notepads.

•••

Tommy and Steve then hatched a plan with Joel to jar his recipe and the three of them made a commitment to creating a product and a brand that embodies freshness & quality. A few months later, after adding another cousin, Ryan, to the mix, the Jalapa team enjoyed early success introducing the freshest salsa to happy customers at Smorgasburg food market in Brooklyn. But there was still a little more to be unveiled.

•••

In having the chance to interact directly with the first lovers of Jalapa Jar salsa at the market, the refrain quickly became “and don’t just eat
the salsa with chips, it’s amazing on so many other dishes…in fact, it goes great with eggs in the morning.” Shortly thereafter, the team decided, let’s stop talking about how good the salsa is on eggs and let’s just show them. The Austin influenced breakfast tacos made their debut, setting up the Jalapa story to embark on its next chapter.