Creating a Niche Market

Wills Salads was formed in 1949 to address the need of producing and delivering freshly made homemade tasting salads at competitive prices. This niche was set apart from other commercially prepared salads because of the quality level of its products. The original owner sold to Mr. Walt Gurerra in 1958, who for 18 years, operated Wills Salads producing only five deli salads to two jobbers who delivered products to quality minded customers throughout the
East Bay Area of Northern California.

In 1979, Wills Fresh Foods was purchased by Daniel Woolery of Woolery Enterprises, Inc. and has operated under this entity since that time. Dan, CEO alongside Susan (wife and mother of their three children), are dedicated to serving superior quality salads with only the freshest ingredients. Increased popularity and in­market product demand required a need for a larger facility. Wills relocated to a 25,000 sq. ft. fully refrigerated, USDA approved, processing plant located at 1991 Republic Avenue, San Leandro, Ca. in August, 1988 and changed its name to Wills Family Favorites. The company, still overseen by Dan, now includes the next generation. His son, Michael Woolery joined the team in 2008 in Southern California as a Regional Sales Manager and is now managing operations at the San Leandro Headquarters. Wills continues to grow steadily and has a current customer base of well over 70 distributors and a product base blossoming to over ninety food products ranging from deli style salads to desserts.

Growth & Expansion

Wills invested over $1 million in 1994 to upgrade its production capabilities to service the production demands of its success, which resulted in quadruple production capacity with 50% decrease in labor. Making this move has been a key ingredient for Wills continued increase of market share due to its reduced costs of manufacturing, establishing Wills as a bona fide contender for vendor consideration for large volume oriented food service accounts and grocery store chain delis. Customers such as Costco, Albertson’s, SaveMart/Lucky Supermarkets, Raley’s Supermarkets, Sprout’s Farmers Markets, Gelson’s Markets, Safeway National amongst many others have utilized Wills for its quality products for their deli salad needs.

True to Our Root

Our Signature Salad San Francisco Potato continues to be a top rated choice across all market segments. To stay current with our customers needs, future product line development includes pre­packed salads, a line of salad kits and retail deli trade.