Guillermo’s Salsa Celebrity Founder Shares Brand Ambitions

Late-night television personality Guillermo Rodriguez showed off his new namesake salsa brand at Natural Products Expo West.

In an interview with Nosh managing editor Monica Watrous, Rodriguez shared how Guillermo’s Salsa was started and his long-term vision for the business, including ambitions to launch additional products spanning guacamole and tequila.

To bring the brand to life, Rodriguez partnered with Chris Kirby, the founder and CEO of Ithaca Hummus, and Leo Chris Kasuya, former senior director of strategy and new ventures at King’s Hawaiian owner Irresistible Foods Group.

The salsa, available in three spice levels, debuted at Costco locations across Northeast in early February. The products are slated to roll out in additional Costco regions in the coming months.

Rodriguez, the security guard-turned-sidekick of “Jimmy Kimmel Live,” claims the project is more than two decades in the making, noting, “I dreamed about this salsa back in 2003.”