Why do you call it “ugly”?
This is a question we hear very often, and the answer is: Why not?
Grocery stores don’t want tomatoes that are bruised or overripe because of cosmetic reasons. Would you like it better if we called it “upcycled tomato sauce”? I didn’t think so.
We handcraft quality sauces and condiments with upcycled tomatoes and help prevent food waste at the same time. Our approach (and technique) is not new at all but very ancient. Cultures have been doing this for centuries. A technique my Italian mother brought to the City Saucery table when we first started our food brand 12 years ago. A technique we still stand by.
In terms of marketing, however, the name “ugly” does stick out and isn’t that the point? At the end of the day, we want to be a mission based brand but we also need to sell our product. I still remember TV commercials growing up in the 80’s because it stuck! Create a catchy jingle, it sticks. Create a catchy name, as well as a quality product, it not only sticks but it creates brand awareness and loyalty which most of you have shown us throughout the years and we’re very grateful.
Using the name "ugly" has been a challenge, of course, especially with the bigger distributors because many are shortsighted and prefer traditional sauce names because they're concerned about their bottom-line
Jorge and myself are very creative types and naming our product "ugly sauce" just made sense in our oversaturated sauce category where competitors rehash the same recipe and co-packing process over and over again. It's also proven to be humorous. Food shopping should be a fun experience. Customers should take what they buy seriously of course, but why not inject some humor in the process? People get on board a lot faster with the idea of preventing food waste (or wasting food) when you're poking a little fun at the issue. No need to be academic about it all.
Using the name "ugly" has been a challenge of course, especially with the bigger distributors because many are shortsighted and prefer traditional sauce names because they're concerned about their bottom-line no matter how many times I tell them to think outside the box. They don’t listen! Thankfully, we found a regional distributor who does and follows the same philosophy.
Ugly Tomato Sauce
The “ugly” tomatoes that are either too ripe, bruised and oddly shaped are the most delicious. We cook them down for hours and hours turning them into a delicious sauce that you can build on or use 'as is' on pasta, fish, veggies and pizza or any recipe calling for fresh tomato sauce. Ugly, but tasty!
Ugly Spicy Tomato Sauce
As fresh and versatile as the “Ugly Original” but with added heat. The addition of fresh Calabrian chilies gives this sauce the Italian kick that a fresh tasting tomato sauce should have. It’s not a hot sauce but a mildly spicy all-purpose tomato sauce. Ugly, but tasty!
People at Union Square Greenmarket here in NY stop in their tracks when they read the word "ugly." They typically giggle and ask why the name "ugly"? Others get it right away and purchase a jar as a way of helping to prevent food waste. Consumers are understanding more and more that food is a place where everyone can participate in helping to mitigate climate change too. Do you feel good when purchasing from us?
