Market Segments

The regional market for fresh prepared salads spreads across five major distinct industry segments. To date, the delicatessen industry has been by far the largest consumer of salad products using them as bulk salads for resale in deli cases and individual portion pack
containers. The other segments include: institutional food service, comprised of restaurants, cafeterias, schools, government institutions, and sandwich shops, as well as catering services, amusement parks, and retail portion cups found in grocery and convenience stores.

Store Chains

Wills has successfully attracted the attention of the Deli/Bakery Departments such as Safeway Stores, SaveMart/Lucky Stores, Sprouts Farmer’s Markets, Raley’s, Costco Northern California, Gelson’s Markets, Stater Bros. and other upscale independent chains and markets.

Food Service

Distributing Wills products to institutional food service customers such as restaurants, catering companies, hospitals, cafeterias and picnic groves takes on several forms. Ranging from full service distributors, such as Tony’s Fine Foods, Bi­Rite Food Service, PFG Ledyard, DPI West, Monterrey Provisions, Peterson Cheese Co., Pacific Seafood, U.S. Foods, Sysco, and Mike Hudson Dist., to various other types of food service distributors, such as produce, fish,
meat and specialty houses, our products find their way to end users who take pride in the quality level they choose to make available to the buying public.

Wills is keen on staying ahead of market trends. As regions continue to shift in both demographic and local flavor profiles, it becomes apparent that exciting growth will continue in the industry area related to chilled prepared foods to include freshly prepared salads. Wills target market, then, is demand driven and the company’s products will fill an urgent and continued need within the market.


Retail Product

Look for the famous San Francisco Potato Salad and Macaroni Salads in our new Will’s Fresh Foods retail line. Currently our sizes range from 80z. to 3lbs.

Co-packing/Private Label

Currently, we are co-packing many salads for companies and distributors and welcome the opportunity to discuss your co-packing needs.

Our Promise To You

Cutting edge manufacturing processes and equipment allow. Wills to not compromise the integrity of our ingredients while staying current with the industry demands of new products and trends to satisfy our customers needs. Wills proactively seeks achievements amongst all food that is safe to consume. Supplying our customer with a safe and high quality salad product is our business, which is why our facility has been Level 2, SQF Certified, since 2013.


At Will’s Fresh Foods, we have a pretty ambitious goal: homemade taste that you’d be proud to serve to friends and family. That’s why we craft our salads fresh every day—right in our own kitchen—using only the very best ingredients and never any flavor enhancers. It’s also why we’ve worked so hard to perfect our unique cooking process that locks in flavor and nutrients while minimizing the need for preservatives.

Copyright © 2015 Will’s Fresh Foods |  Site Design: The Engine Room, Inc.