Historic Pepe's Pizzeria enters tomato market

The 93-year-old New Haven-style pizzeria brand, Pepe's Pizzeria Napoletana, is undertaking a very modern-day business launch by producing its own retail tomato line for the consumer market, calling widespread attention to founder Frank Pepe's ingredient quality commitment, according to a news release.

The company said Pepe's own family members hand-select the Italian tomatoes used for the restaurant's pizzas and will do so for the canned product. The 28-ounce retail product will go through the same process the restaurant's tomatoes do, with Frank Pepe's grandsons and co-owners of the brand annually doing a blind taste test of the fruits as they are harvested in the clan's Napse, Italy hometown.

The pair sample more than five different tomatoes and report on the best choices for Pepe's Original Tomato Pie and other pizzas. Taste, density, texture and cooked transition of flavor are all factors, the company said. The new retail product not only puts that in consumers' homes but does a lot to market the restaurant beyond its 10 New England locations.  

"Our guests come from all over the world to experience the genuine taste and quality of Pepe's pizza, which includes the handpicked ingredients we use to thoughtfully craft our pies," Pepe's grandson and the brand's Quality Assurance and Training Director Gary Bimonte, said in the release. "We've always taken the time to find delicious ingredients and we take pride in knowing our customers are able to experience Pepe's in the palm of their hands. We're thrilled to bring a special Pepe's tradition to homes across the country."

Priced at $3.50 per can, Frank Pepe's "Genuine Italian Tomatoes" are available for purchase at all Pepe's location in Connecticut, Massachusetts, New York and Rhode Island. 


Topics: Business Strategy and Profitability, Commentary, Marketing / Branding / Promotion, Pizza Sauce, Pizza Toppings

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