Pace Foods
Encyclopedia
Pace Foods is a producer of a variety of salsa
s located in Paris, Texas
. The company was founded in 1947 by David Pace when he developed a recipe for a salsa he called "Picante" sauce "made with the freshest ingredients, harvested and hand-selected in peak season to achieve the best flavor and quality". In 1995, the company was acquired by Campbell Soup Company
.
, learning the operations of his family's syrup
business. He earned a football
scholarship
to Tulane University
, where he played in the first Sugar Bowl
in 1937 and earned his undergraduate degree in science. During World War II
pilot training school brought him to San Antonio, Texas
, where he returned after his discharge in 1945 and began a career in the food industry
.
Pace began his own food business of bottled syrups, as well as jellies
and jams. All of these products were made, packed and shipped out of a small space in the back of a liquor store that he and his wife, Margaret, rented. Over time, he expanded the business to a variety of other condiment
s. In 1947 he decided the real “syrup of the Southwest” was Mexican sauce—which is now known as salsa
.
Starting with a basic recipe, he experimented with different blends of ingredients. He tested the results on his golf buddies, before settling on one mix of jalapeños, onion
s and tomato
es. He named his creation “picante” sauce—Spanish
for “piquant”, meaning “flavorful” or “spicy”.
While continuing to sell some 58 assorted condiments, he continued modifying his picante sauce formula for the better part of a decade. As demand grew, Pace dropped the rest of the company’s lines and focused on Picante sauce.
He marketed Picante sauce to his restaurant, using it during his meals, and leaving it behind on the table for other patrons and the restaurant owners to try when he was done.
Eventually, he began buying his peppers directly from local farmers. Later, the company began following the “jalapeño trail”, buying from different regions according to the harvest season. In recent years, the Pace brand has developed its own pepper seeds. Today it uses more than 25 million pounds of jalapeños every year – more than anyone else in the country.
The growing demand for picante sauce and salsa reflected the changing demographics of America as well as the increasing popularity of Mexican restaurants and cuisine. Over time, consumers preferences turned toward Mexican foods, such as salsas, and in 1991, Mexican sauces overtook ketchup
as the top-selling condiment in the United States in total dollar sales, with Pace Picante sauce and salsa taking the lion's share of the market.
Salsa (sauce)
Salsa may refer to any type of sauce. In American English, it usually refers to the spicy, often tomato based, hot sauces typical of Mexican and Central American cuisine, particularly those used as dips. In British English, the word typically refers to salsa cruda, which is common in Mexican ,...
s located in Paris, Texas
Paris, Texas
Paris, Texas is a city located northeast of the Dallas–Fort Worth Metroplex in Lamar County, Texas, in the United States. It is situated in Northeast Texas at the western edge of the Piney Woods. Physiographically, these regions are part of the West Gulf Coastal Plain. In 1900, 9,358 people lived...
. The company was founded in 1947 by David Pace when he developed a recipe for a salsa he called "Picante" sauce "made with the freshest ingredients, harvested and hand-selected in peak season to achieve the best flavor and quality". In 1995, the company was acquired by Campbell Soup Company
Campbell Soup Company
Campbell Soup Company , also known as Campbell's, is an American producer of canned soups and related products. Campbell's products are sold in 120 countries around the world. It is headquartered in Camden, New Jersey...
.
History
Pace brands of salsas were started by David Pace. Pace grew up in LouisianaLouisiana
Louisiana is a state located in the southern region of the United States of America. Its capital is Baton Rouge and largest city is New Orleans. Louisiana is the only state in the U.S. with political subdivisions termed parishes, which are local governments equivalent to counties...
, learning the operations of his family's syrup
Syrup
In cooking, a syrup is a thick, viscous liquid consisting primarily of a solution of sugar in water, containing a large amount of dissolved sugars but showing little tendency to deposit crystals...
business. He earned a football
American football
American football is a sport played between two teams of eleven with the objective of scoring points by advancing the ball into the opposing team's end zone. Known in the United States simply as football, it may also be referred to informally as gridiron football. The ball can be advanced by...
scholarship
Scholarship
A scholarship is an award of financial aid for a student to further education. Scholarships are awarded on various criteria usually reflecting the values and purposes of the donor or founder of the award.-Types:...
to Tulane University
Tulane University
Tulane University is a private, nonsectarian research university located in New Orleans, Louisiana, United States...
, where he played in the first Sugar Bowl
Sugar Bowl
The Sugar Bowl is an annual American college football bowl game played in the Mercedes-Benz Superdome in New Orleans, Louisiana. The Sugar Bowl has been played annually since January 1, 1935, and celebrated its 75th anniversary on January 2, 2009...
in 1937 and earned his undergraduate degree in science. During World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
pilot training school brought him to San Antonio, Texas
Texas
Texas is the second largest U.S. state by both area and population, and the largest state by area in the contiguous United States.The name, based on the Caddo word "Tejas" meaning "friends" or "allies", was applied by the Spanish to the Caddo themselves and to the region of their settlement in...
, where he returned after his discharge in 1945 and began a career in the food industry
Food industry
The food production is a complex, global collective of diverse businesses that together supply much of the food energy consumed by the world population...
.
Pace began his own food business of bottled syrups, as well as jellies
Fruit preserves
Fruit preserves are preparations of fruits and sugar, often canned or sealed for long-term storage. The preparation of fruit preserves today often involves adding commercial or natural pectin as a gelling agent, although sugar or honey may be used, as well. Prior to World War II, fruit preserve...
and jams. All of these products were made, packed and shipped out of a small space in the back of a liquor store that he and his wife, Margaret, rented. Over time, he expanded the business to a variety of other condiment
Condiment
A condiment is an edible substance, such as sauce or seasoning, added to food to impart a particular flavor, enhance its flavor, or in some cultures, to complement the dish. Many condiments are available packaged in single-serving sachets , like mustard or ketchup, particularly when supplied with...
s. In 1947 he decided the real “syrup of the Southwest” was Mexican sauce—which is now known as salsa
Salsa (sauce)
Salsa may refer to any type of sauce. In American English, it usually refers to the spicy, often tomato based, hot sauces typical of Mexican and Central American cuisine, particularly those used as dips. In British English, the word typically refers to salsa cruda, which is common in Mexican ,...
.
Starting with a basic recipe, he experimented with different blends of ingredients. He tested the results on his golf buddies, before settling on one mix of jalapeños, onion
Onion
The onion , also known as the bulb onion, common onion and garden onion, is the most widely cultivated species of the genus Allium. The genus Allium also contains a number of other species variously referred to as onions and cultivated for food, such as the Japanese bunching onion The onion...
s and tomato
Tomato
The word "tomato" may refer to the plant or the edible, typically red, fruit which it bears. Originating in South America, the tomato was spread around the world following the Spanish colonization of the Americas, and its many varieties are now widely grown, often in greenhouses in cooler...
es. He named his creation “picante” sauce—Spanish
Spanish language
Spanish , also known as Castilian , is a Romance language in the Ibero-Romance group that evolved from several languages and dialects in central-northern Iberia around the 9th century and gradually spread with the expansion of the Kingdom of Castile into central and southern Iberia during the...
for “piquant”, meaning “flavorful” or “spicy”.
While continuing to sell some 58 assorted condiments, he continued modifying his picante sauce formula for the better part of a decade. As demand grew, Pace dropped the rest of the company’s lines and focused on Picante sauce.
He marketed Picante sauce to his restaurant, using it during his meals, and leaving it behind on the table for other patrons and the restaurant owners to try when he was done.
Ingredients
When he started selling his salsa, Pace looked for a supplier for peppers. He even tried growing his own jalapeños — but the local deer were so fond of his peppers that he had a hard time maintaining a supply.Eventually, he began buying his peppers directly from local farmers. Later, the company began following the “jalapeño trail”, buying from different regions according to the harvest season. In recent years, the Pace brand has developed its own pepper seeds. Today it uses more than 25 million pounds of jalapeños every year – more than anyone else in the country.
Varieties
In 1981, the company introduced “mild” and “hot” varieties to accompany the original “medium” Picante sauce. In 1989, Pace Foods added Thick & Chunky salsa to their product line. It is a thicker salsa with large chunks of vegetables.The growing demand for picante sauce and salsa reflected the changing demographics of America as well as the increasing popularity of Mexican restaurants and cuisine. Over time, consumers preferences turned toward Mexican foods, such as salsas, and in 1991, Mexican sauces overtook ketchup
Ketchup
Ketchup is a sweet-and-tangy condiment typically made from tomatoes, vinegar, sugar or high-fructose corn syrup and an assortment of...
as the top-selling condiment in the United States in total dollar sales, with Pace Picante sauce and salsa taking the lion's share of the market.
Lines
Pace Foods introduced a new line of specialty salsas in 2008. The specialty salsas include:- Salsa Verde: Jalapeños and chunks of tomatilloTomatilloThe tomatillo is a plant of the nightshade family, related to the cape gooseberry, bearing small, spherical and green or green-purple fruit of the same name. Tomatillos are a staple in Mexican cuisine. Tomatillos are grown as annuals throughout the Western Hemisphere...
s, seasoned with a lime and smoked Spanish paprika. - Pico De Gallo: Like traditional pico de galloPico de galloIn Mexican cuisine, pico de gallo , also called salsa fresca, is a fresh, uncooked condiment made from chopped tomato, white onion, and chilis...
, with jalapeños, onions, diced tomatoes and cilantro. - Mexican Four Cheese Salsa Con Queso: With four cheeses – Monterey Jack, Cheddar, Asadero and Queso Blanco, plus jalapeños, red peppers and onion.
- Pineapple Mango Chipotle Salsa: Medium-heat salsa with pineapple and mango. In a chipotle adobo - a tomato sauce made with garlic, onion and smoked jalapeños.
- Black Bean & Roasted Corn Salsa: A blend of black beanBlack beanBlack bean can mean:* Black turtle bean, a small black variety of the common bean* Douchi, a kind of fermented soybean* Urad bean, also known as black gram* Castanospermum australe, also known as a blackbean...
s with fire-roasted corn and red peppers. With lime and chipotleChipotleA chipotle , or chilpotle, which comes from the Nahuatl word chilpoktli meaning "smoked chili pepper" is a smoke-dried jalapeño that tends to be brown and shriveled. It is a chili used primarily in Mexican and Mexican-inspired cuisines, such as Mexican-American and Tex-Mex.Varieties of jalapeño...
spice.
Awards
Pace Picante Sauce and Salsas took top honors for their categories in Chile Pepper magazine’s 2009 Fiery Food Challenge and the 2009 Fiery Foods & BBQ Show’s Scovie Awards Competition. Pace took a total of 12 awards, including first-place awards for Pace Picante sauce - Hot and Pace Salsa Verde.External links
- Official Pace Foods website
- Pace Insider community, Pace customer message board