In a busy week, dining halls at the University of New Hampshire can go through 100 gallons of salsa. So when local businessman Richard Leiter approached the athletic department with a proposal to bottle its own Wildcats salsa, administrators jumped at the opportunity.

“As soon as I heard about it, I knew it was a great idea,” says Dot Sheehan, Senior Associate Athletic Director for External Relations at UNH. “It represents the kind of synergy we’re looking to create with sponsors, especially local, family owned businesses. It’s been a win-win for everyone.”

Leiter, who owns the company Better Than Fred’s, based in Durham, N.H., came up with the idea by reading about a similar product at the University of Connecticut, which also markets coffee, milk, chocolate, ice cream, and bottled water. The way it works is that Better Than Fred’s produces and distributes the salsa, and the athletic department markets it and receives 10 percent of the wholesale price, which it earmarks for athletic scholarships.

The salsa label says, “New Hampshire Wildcats Salsa” and includes both its logo and a description of the university athletics program. “Not only does the salsa taste great, but the proceeds help student-athletes continue their education while playing the sports they love,” says Garin Veris, Co-Director of Athletic Fundraising. “We wouldn’t be doing this if it wasn’t a product our students, staff, and administration could enjoy—something that represents the University of New Hampshire in a positive way. This is one part of how we’re increasing awareness of what we’re trying to do here.”

After six months of planning and recipe development, Wildcats salsa reached area supermarkets at the end of 2007, followed by blue and white Wildcats tortilla chips at the start of 2008. Both products are available in dining halls and campus stores, at UNH concession stands and at regional supermarkets, as well as through the athletics Web site.

In the first phase of launching the salsa, the athletic department held a taste test for 2,000 fans at a men’s ice hockey game against the University of Maine. A month later, they distributed salsa coupons at an alumni family day and handed them out on the hockey team’s games. At UNH dining halls, which provide the largest consumer of the product, employees were treated to a salsa tasting, and in the athletic department, every staff member was given a promotional jar of salsa and bag of chips.

In the second phase, an announcement was included in the department’s alumni newsletter and an e-mail was sent across campus. The community has responded with a strong appetite.

“The publicity has been unbelievable,” says Sheehan. “First of all, it’s a feel-good story, because the money goes directly to athletic scholarships. And it’s an excellent product that’s given us a new kind of visibility in the community.”

In dividing the labor, Sheehan handled most of the larger decision making, which included working closely with Better Than Fred’s and obtaining permission from university administration. A student intern did much of the hands-on work to promote the product by helping devise strategies, draft announcements, coordinate supplies, and manage public events. The athletics fundraising staff came on board to finalize the label design and text.

Brenda Holt-Mullaney, Co-Director of Athletic Fundraising, says the athletic department is more than pleased with the project and would consider similar ideas in the future. “It’s a product that’s fun and meaningful at the same time, promoting a great cause,” she says. “I think this is only the beginning. We’re always seeking partnerships, so if we can find other ideas to benefit the university and get our brand out in the community, we’ll do it.”

Around the country, other schools are taking a similar plunge, with Wildcats salsas also proving successful at Kansas State University and the University of Kentucky. “If somebody is marketing a good product and taking the financial risk for us, there’s no reason not to do it,” Sheehan says. “There are bigger schools that have been doing this for years, but this is a first for UNH, and the experience has been absolutely wonderful. If this works, we’ll talk about expanding our product line. As long as there’s a market out there, the sky is the limit.”

For more information on Wildcats salsa, go to: www.snackaisle.com/page/S/CTGY/UNH