If you have a quality product, a tested demand and an appealing nonprofit mission, you've got a good chance to successfully generate enough revenue to pay for the services your target customers value and benefit from.
Homeboy Industries is out to establish its brand in the mold of and effectively competing with Newmans Own. It's creating a brand that appears recognizable; is offering high-quality products and services, presumably where there is a tested demand; and, is generating earned revenues "to help former gang members and convicts turn their lives around".
While I generally believe there is only so-much of a market for salsa and chips, Homeboy Industries and all its other products and ventures is certainly worth watching to best understand how to develop and scale a nonprofit revenue generating venture. For more about the group, check-out the LA Times story.