As the resident food snob here at The Platz it is noteworthy that the price of Rao's pizza and pasta sauces have near doubled in the last year. How do I know this? I am the chief grocery shopper and resident Pantry Warrior in our household. I am also a fan of imported Italian bottled sauces as a consequence of their quality ingredients (San Marzano tomatoes) and unlike American manufacturers their scorning of sugar and preservatives in their recipes.
Some of the cost increase is a consequence of Donald Trump's taxes on imported goods and the rest is a consequence of inflationary pressure on raw materials, packaging, logistics and labor. Some of it is what I attribute to the 'Snobbery Premium' or the cost of high demand for a quality reputation and the balance to the $2.7 billion acquisition of Sovos Brands by Campbell's.
Which leads to this walk down memory lane.
This image is a print advertisement from 1964-1965 for Chef Boy-Ar-Dee Spaghetti Sauces that were part of a mid-century marketing campaign that ran during the 1950s and 1960s.
Not surprising is the emphasis placed-upon the slow-simmered, hand-stirred, 'Old Italian Way' of authentic Italian sauces directly from Nonna's kitchen stove in Naples to your own kitchen from an American tin can. Mind you, the theme is that this is a recurring 'secret' as no self-respecting American housewife would dare reveal the ease of which such gourmet results could be obtained simply by opening a can and rewarming the contents on a stove top and pouring it over boiled noodles. Microwave technology improved-upon the concept by the 1980s.
Chef Boy-Ar-Dee was a real person - his name phonetically spelled so salesmen could pronounce it correctly - Ettore 'Hector' Boiardi (1897-1985) was a honest-to-goodness world-renowned chef. Born in Piacenza, Italy, he immigrated to the states at age 16 and was employed at the prestigious Plaza Hotel in New York City.
Striking out on his own he opened his own restaurant in Cleveland in 1924 - Il Giardino d'Italia. His sauce was such a customer favorite that he bottled it in repurposed milk bottles for customers to take home. Due to high demand he and brothers Paul and Mario opened a small canning operation in 1928 producing a Ready-To-Heat Spaghetti Kit. Included was a small can of grated Parmesan cheese making Boiardi the largest American importer of the product at the time. By 1938 operations had outgrown the Cleveland facility and moved to Milton, Pennsylvania where it could grow its own tomatoes and mushrooms to keep up with national demand.
In 1942 Chef Boiardi transformed his highly successful commercial pasta business located in Milton into a massive 24/7 operation supporting the war effort producing beef ravioli and other canned pastas for C rations. At its peak the operation employed 5,000 workers producing roughly 250,000 cans of food per day. This immigrant chef encouraged his employee with the patriotic slogan: Keep 'em flying! Keep 'em rolling! Keep 'em well-fed! In 1946 the War Department awarded Hector Boiardi with the Gold Star Order of Excellence - one of the highest honors a civilian can receive from the military.
Post-war Boiardi faced a dilemma: his factory was too large for civilian demand and he did not wish to lay-off the thousands he hired for the war effort. He sold the company to American Home Brands in 1946 and remained the public face of his brand until his passing in 1985.
Immigrant child laborer, chef, entrepreneur, patriot and promoter of affordable canned pasta and sauce. This is the stuff that made America great!
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