In 1989, Mad Will's Food Company expanded by opening a manufacturing plant in the heart of the gold country in Auburn, California. The primary purpose was to produce the popular 1-, 2-, and 3-Alarm Firehouse Bar-B-Que Sauces that had been the feature attraction at the Firehouse Bar-B-Que Restaurants, which were owned and operated by Mad Will's Food Company owner William Russell-Shapiro and San Francisco firefighter Carl English.

Along with the Firehouse brand, Mad Will's also began to develop a diverse co-packing clientele that helped to establish the company and its reputation within the industry. Mad Will's distinguished itself from the competition because of its dedication to hands-on, quality driven product development and artisan style manufacturing.

With the advent of premium private label in the 90s, Mad Will's saw an opportunity to grow its business in a manner that suited the company and its passion for gourmet specialty foods. After crafting a variety of custom products, including salad dressings, pasta sauces and grilling sauces to name a few, the private label line was established and offered to independent grocers, artisan-type specialty shops, wineries and the like.

Over the years, while the product line has matured and expanded with new categories and products, the dedication to crafting high quality gourmet specialty food products has remained a core principle for Mad Will's. The most recent being the long-awaited USDA Organics line, certified by QAI, that offers a number of flavorful creations in each of its four categories.

Today, Mad Will's is a foremost leader in the premium private label and co-packing industries, serving customers nationwide, both large and small.