The reason you are always pulling the first character of each row is before calling the FIND routine you have done an ANL A #11110000 which leaves the right nibble of A all 0's. In walking through your code the key column info actually winds up in the left nibble of A. If you modify your FIND routine as below it will probably work.

find: SWAP A
FIND1: rrc a
jnc match
inc dptr
sjmp FIND1

Hal