“New Orleans Bill” a former Bourbon street barker and Southern university grad has supplied these supermarkets and delis with millions of pounds of his delectable Creole Potato Salad which includes a blend of his special spices and Creole flavors that have just the right amount of kick to remind you that it is New Orleans cooking!

I decided to start this business because I grew up in New Orleans – recognized as one of the world’s great food cities with lots of African American chefs but hardly any African American-owned food products in supermarkets anywhere in the country. As an African American, I always wanted to be a catalyst to change that. So when I moved to Oakland, Ca I decided to learn the supermarket business and get my New Orleans Creole food in them and inspire others to keep trying.

Located in Oakland, Ca, for the past 30 years I have been wholesaling my New Orleans Creole Potato and Macaroni Salads, and “Quick & Easy” Creole salad Mixes to supermarkets around the country. The list of customers includes Albertsons, Safeway, Costco, Walmart, Smart & Final, Ralphs, Vons, Jetros/Restaurant Depot, and others. My salads are sold pre-packaged in 1 and 3lb tubs and in bulk to supermarket delis. My “Quick & Easy” Creole salad Mixes and Creole Sweet potato cookies are also available online.

William’s story
I live in Oakland, Ca but grew up in New Orleans – one of the world’s great food cities with lots of great African American cooks/chefs, but hardly any African American-owned food products in supermarkets. As an African American, I always wanted to change that but I am not a trained chef. (My family had a Creole Potato salad that was really popular at potlucks, cookouts, family gatherings, etc. but we were not a business.) So without any food business experience, 30 years ago in Oakland, Ca I decided to go into the potato salad business. Everybody thought I was crazy to give up my Accounting career to “sell potato salad”. I began making my New Orleans family Creole potato salad in my apartment kitchen. After years of learning by trial and error, I got it into major supermarkets around the country – Albertsons, Walmart, Costco, Kroger, Ralphs, Smart & Final, Jewel-Osco, and others.

It was so popular and was profiled on NBC, ABC, CBS TV, and in San Francisco, Chicago, Los Angeles, and Oakland, Ca newspapers. Later I expanded my product line to “Quick & Easy” Creole Potato Salad Mixes. Same salads but with a “Quick & Easy do it yourself” twist. Being one of the few African American-owned products in supermarkets I was proud that I was providing jobs for people, putting on food business seminars, and serving as a food business consultant in underserved communities for San Francisco’s Renaissance Center.

But then 7 years ago life happened – first I had a major medical situation, then got injured in a taxi accident, then the Pandemic hit. Business plummeted 90%. But now I am healthy, and the Pandemic is settling down. I still have the same products and am ready to get back on track.

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