Salsas Don Sebastian

A company rooted in tradition and family

Photo Credit: Salsas Don Sebastian

There’s something inherently beautiful about traditions. The notion that despite all the constant change around us, that an idea, experience, or even a recipe, can live on. For her growing lineup of authentic salsas and dips, America DeLoach looks to the past. Introducing Salsas Don Sebastian in 2017, her products feature timeless recipes from her husband’s beloved grandmother, Carmelita Vallin Peregrina, who hailed from Nayarit, Mexico.

Founder and CEO America DeLoach
Photo Credit: Salsas Don Sebastian

“She was a wonderful mother and a masterful cook, and her recipes were passed down to her children,” says DeLoach. “Her recipes remain a treasured part of our family's legacy.”

Utilized for years by DeLoach and her family in their home kitchen, the recipes slowly began to be enjoyed by others. If invited to a social gathering, while most of her friends would show up with a bottle of wine, DeLoach and her husband would arrive with their bright, authentic salsas. After gaining positive feedback — and inciting plenty of double dipping and requests for more — DeLoach says that the gears began to turn.

Always possessing an go-getter spirit, DeLoach originally gained her entrepreneurial chops years ago through her first business foray, Handwork LLC. The company promoted beautiful and unique handcrafts from South America, and her clients included The Smithsonian Museums Stores, Museum Of Modern Art and the Chicago Art Institute. When the recession hit, DeLoach started teaching Spanish at Fox Elementary and Providence Middle School.

Her love of sharing continued, with DeLoach gifting jars of salsa to fellow coworkers. Their response: They couldn’t find salsas of the same high quality at the grocery store, in terms of nutrition and taste.

“Salsas that were already in the market had lots of sugar, at least nine preservatives, artificial coloring, or really high in sodium,” DeLoach says. “Or even worse … salsas with carrots in it.”

With the confidence and courage she needed to move forward, DeLoach officially founded Salsas Don Sebastian. Celebrating its sixth year of business this month, the labor of love is crafted in Midlothian, and the business named after her son, Sebastian.

Originally selling her salsas at area Farmers Markets, the Venezuelan native shares that she always had her eyes set on Ellwood Thompson’s.

“When I finally decided that I was going to offer my products, I knew that my first door had to be Ellwood Thompson's. The thought of getting into Ellwood’s meant validation that my products were accepted by Richmonders,” she says. "The deal was done as soon as they tried the salsas.”

Now, the collection of family-made goods that includes a zippy jalapeno dip, classic pico de Gallo and spicy La Impossible dubbed “Hot AF,” can proudly be found at the Carytown grocer, and Salsas Don Sebastian, a local household name.

During the pandemic when people were cooking more, DeLoach says she recognized the potential of expanding Salsas Don Sebastian’s product line. Although the salsas will always remain the true backbone of the business, in recent years, DeLoach has introduced black beans and pinto beans, corn chips, freshmade tortillas, as well as chicken and pork tamales.

“Our customers have been loving our new products, as they can taste the difference from other brands,” says DeLoach. “I am fortunate to have the opportunity to make recipes from Carmelita’s cooking books, which have been passed down from generation to generation since the 1900s. The books are beautifully written and delicately preserved by Socorro, my mother in law.”

*Fun fact: DeLoach’s favorite offering is her salsa verde. “It’s not as widely appreciated as some of the other salsas, but it's definitely my favorite. I make the most delicious carnitas with salsa verde, or I just pour the entire container over any meat and cook it all night in a crock pot. Salsa verde is really versatile, you can also eat it raw, or cooked. You can add avocado, or all kinds of pepper, or even fruits to make flavors even more intriguing.” Dinner idea, anyone?