Our Story
The Salsa That Stuck With Us
My name’s Nick, and I run Rosa Salsa in Austin, Texas.
I grew up in a Mexican household, where food was a second language.
When my family moved to Cairo Egypt, I was enamoured by the way food transcended language.
While living there, we met a Texan family who introduced us to a whole new method of grilling salsa—the Texan way.
This salsa is soul food for me. When I moved to Austin, I couldn’t find anything like it. Everything on the shelves was watery, bland—unremarkable.
Rosa Salsa is distinctly different. We fire-roast our ingredients in small batches. The water cooks down from the tomatoes. The natural sugars caramelize.
What’s left is something smoky, rich, and bold.
It’s thick. It sticks to the chip. It’s Rosa.
Community Tested
I knew our salsa had that effect on people but to see if it had legs I needed to get feedback from the Texas community.
Armed with jars of salsa and a legal pad full of questions, I crashed happy hour after happy hour. The feedback was honest, beautiful, and enthusiastic.
Texans helped name the company—Rosa, (short for sabrosa meaning tasty in Spanish), validated new flavors, the logo, and the jar itself.
In 2024, was blessed by misfortune. I lost my job. (and when I tried to find a new one, Texans told me otherwise). I had two options: play it safe, or live up to the Texan spirit and go all in. I chose the latter.
