Notes

Ketchup supplier
The food industry was slow to catch up with Howard Moskowitz. No one answered the door when he knocked and sought to explain his theory about the plural character of perfection. Audiences shrugged as he talked at seminars for the food sector. But he was at a loss for words. He explains, "It's like that Yiddish term." Do you realize it? The entire universe is horseradish to a worm in it! The Campbell's Soup Company then called him in 1986. They competed against Rag in the ketchup supplier, ketchup in bulk spaghetti sauce market with their Prego brand. Prego featured diced tomatoes rather than Rag's purée, was a little bit thicker, and, in Campbell's opinion, adhered to pasta better. Despite this, Prego was struggling, and Campbell's was in need of fresh bulk ketchup, wholesale ketchup concepts. It would have been standard procedure in the food industry to organize a focus group and ask spaghetti eaters what they wanted. However, Moskowitz doesn't think that customers—not even spaghetti lovers—know what they want if it doesn't yet exist. As Moskowitz likes to say, "the intellect understands not what the tongue wants." Instead, he developed 45 different types of spaghetti sauce while working in the Campbell's kitchens. These were created to vary in every imaginable aspect, ketchup bulk, ketchup wholesale including flavor, cost of components, thickness, scent, acidity, saltiness, and thickness. He had a group of skilled food tasters thoroughly examine each of those types. Then, he took the prototypes on the road, stopping in New York, Chicago, Los Angeles, and Jacksonville. He invited participants to sample eight to ten small bowls of various spaghetti sauces over the course of two hours, rate them on a scale of one to one hundred, and do so in groups of 25. When Moskowitz plotted the findings, he discovered that each person's idea of what the ideal spaghetti sauce tasted like was slightly different. But if you looked closely at the data, you could see trends, and Moskowitz discovered ketchup supplier, ketchup in bulk that the majority of people's choices fell into one of three big categories: plain, spicy, and extra-chunky, with the latter one being the most significant. Why? because extra-chunky spaghetti sauce wasn't available at the time in the grocery store. That new market turned out to be worth hundreds of millions of dollars to Prego over the following ten years. We all exclaimed, "Wow!" Campbell's at the time had Monica Wood as its head of market research. "This third market, which consisted of consumers who preferred their spaghetti sauce to include a lot of ingredients, was virtually untapped. Therefore, we introduced Prego extra-chunky around 1989 or 1990. It was quite productive.


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