La San Marzano Sauces: Made in Italy with Mama’s Recipes
By Lorrie Baumann
La Regina di San Marzano has been co-packing pasta sauces in Italy for major U.S. brands for the past decade, but now the company is ready to take off the mask and step into the American market under its own name, the La San Marzano brand. The company introduced six varieties of pasta sauces: La San Marzano Marinara, Tomato Basil, Arrabbiata, Roasted Garlic, Four Cheese and Vodka, into the American market late last year with regional distribution in New York specialty retailers and on Amazon. “All of these flavors are made with premium ingredients, fresh ingredients,” said Sergio Pagnini, La Regina di San Marzano’s North American Area Manager for the U.S. and Canada. The company is headed up by Felice Romano, the son of its founder Antonio Romano.
The brand is now ready to start expanding its reach outside the metropolitan New York City area and expects to be in national distribution within the next five years. Growth will be incremental, with every new retailer starting with in-store demonstrations, according to Pagnini. “It’s very important that the consumer taste this product, because the product is something else,” he said. Once consumers have tasted the sauces, sales will follow, he added. “A lot of companies are doing a lot of marketing because 70 or 80 percent of their success is the marketing and 20 percent is the product. Our case is very different…. It’s very important for us that people taste the product. That’s the first thing we do because we don’t have to brainwash the consumers before they taste it. They taste it, and then we talk.”
The La San Marzano sauces are made without tomato paste or sugar, and the fresh tomatoes that go into them are authentic San Marzano tomatoes grown from seed in the company’s own fields below Mount Vesuvius. “This sauce is how an Italian mom makes the sauce in Italy,” Pagnini said. “We own the seeds. We grow them. We harvest. Everything in the sauce is made by us…. It’s a classical Italian family business.” Pictures of the fields are posted on the company’s website at www.lasanmarzano.com, and consumer inquiries that come to the website are all answered, Pagnini said.
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The sauces are made in Italy, where it’s illegal to use genetically modified ingredients, and exported to the United States, where they’re certified to contain no GMOs to reassure American consumers who may not be aware that their Italian origin forbids GMOs. “Everything starts with the tomatoes. We are the tomatoes,” Pagnini said.
The sauces are also gluten free, and in addition to the San Marzano tomatoes, all other ingredients are sourced in Italy from the region around Naples, including Parmigiano aged 36 months, Pecorino Romano DOP and fresh basil, garlic and onions picked from fields near the Amalfi coast. “We don’t use pre-prepared garlic powder,” Pagnini said. “We cut and clean the garlic…. The workers in the plant prepare the ingredients as they prepare in their own kitchens.”
The company has conducted third-party blind taste-testing in which its Marinara and Arrabbiata sauces were compared with other major brands for aroma, chunkiness, flavor and taste. Consumers were asked whether they’d buy it. In those taste tests, the La San Marzano sauces came out on top in each of those categories. The sauces are sold in 24-ounce jars that retail for around $7.99.