Many food entrepreneurs we’ve met have started their businesses because friends and family said, “This [salsa-pie-barbecue sauce-relish-whatever] is so good, you should sell it.
In the case of Melissa Vitelli, co-founder of Jar Goods, it was her father-in-law’s “famous” tomato sauce—recipe that she cooked in advance and relied on to make dinner quickly.
She used it for everything, from cassoulet to ratatouille to pizza. She wondered why more people didn’t use tomato sauce beyond pasta.
She studied the sauces in grocery stores, and saw an opportunity for a better sauce, with top-quality ingredients.
She recruited her sister-in-law, Laura. Using an initial investment of $ 150, they began bottling Pa Vitelli’s tomato sauce by hand, and branded it Classic Red.
The sauce used vine-ripened tomatoes, pure olive oil, fresh onions, garlic and basil: clean label sauces that get dinner on the table “easier, faster, and happier,” says Jar Goods.
They sold it at farmer’s markets and street fairs, gained fans, sold on Amazon, and ultimately gained shelf space in the type of grocery stores where consumers look for new and better products.
We, too, became a fan. This is great sauce—as good as we could make personally (and our heritage is that our mother’s own pasta sauce was famous).
Vitelli calls her line “tomato sauce” instead of “pasta sauce,” because there are so many more uses for the sauces than pasta. See them below.
These are very thick sauces—they won’t run off a pizza.
The line currently includes:
We started eating them from the jar!
The line is certified GMO and certified kosher/pareve by OU. All four are gluten free. Except for the Classic Vodka Sauce, which contains cream, the sauces are vegan.
The stylish jar surrounding the excellent sauces place them on our “giftable” list, whether for the holidays or more frequent opportunities.
We’ll be giving jars as party favors!
Tomato sauce is any one of a number of tomato-based sauces where the predominant ingredient is tomato.
Marinara sauce, meat sauce, pasta sauce*, pizza sauce, red sauce, Sunday gravy, among others, are all types of tomato sauces.
Beyond pasta and pizza, here’s how to use tomato or pasta sauce:
*Not all pasta sauces are tomato based; e.g., Alfredo sauce and pesto.