Although she's spent her career working in restaurants -- including a long stint making Jucy Lucys at Matt's Bar in Minneapolis -- Nancy Peterson is a natural-born saleswoman. "Would you like to try my salsas?" she asked me and every other browser within 5 feet of her stand, a big smile on her face and a tortilla chip at the ready. Ah, the power of free samples. On a crowded market day, the entrepreneur who has branded herself the Salsa Lady can hand out 4 pounds of chips, converting the curious into customers. "I have the energy to work for myself," she said. "I've worked hard for other people all my life. Now it's like, 'OK, let's see what I can do for me.' "
Peterson buys ingredients from her fellow farmers market vendors and turns them into flavorful, preservative-free salsas in a northeast Minneapolis commercial kitchen. She's currently offering four varieties, and while her best-seller is the mildest -- no surprise here in Lutheranland -- my nose and taste buds were drawn to the semi-scorching habanero ("It's got a good burn," said Peterson) and spicy-cool roasted tomatillo formulas.
After starting out on the festival circuit last year, Peterson discovered her real audience at farmers markets, and she's been crazy-busy ever since. "My friends will call and ask, 'Where are you?' and it's either, 'I'm making salsa' or 'I'm selling salsa,' " she said with a laugh. "It's the first time in my life that I'm really focused, and it feels so good."
Two more potential customers approach the stand, and Peterson chimes in with an enthusiastic stream of talking points. "They're all really good on eggs," she said. "Add an avocado, and in 30 seconds you'll have guacamole." Sold.
Salsa Lady salsas, ($7 per pint, www.salsalady.net) at the White Bear Lake Farmers Market, Washington Av. between 3rd St. and 4th St., White Bear Lake, open 8 a.m. to noon Friday. Also available at the Shoreview Farmers Market (Tuesday), Prior Lake Farmers Market (Saturday) and the Kingfield Farmers Market in Minneapolis (Sunday).
RICK NELSON
Find more than 50 metro-area farmers markets at startribune.com/taste.
