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Troy Bonde and Winston Alfieri’s entrepreneurial journey began in an unexpected way, leading them to considerable success with their product, Sauz, a jarred pasta sauce that has captured the attention of Gen Z and is now available nationwide.
In the midst of the COVID-19 pandemic, the two university students found themselves back home in Los Angeles, faced with the disruptions caused by remote learning. Loneliness and restlessness led them to brainstorm a business idea. “We asked ourselves what problem we could tackle,” Bonde recalled. The pandemic had introduced a slew of new health protocols, and the duo wondered if they could streamline safety measures for schools.
After reaching out to a manufacturer in China about a device that could simultaneously dispense sanitizer and measure body temperature, they learned that such a product was already in production. A sample was sent, and they promptly approached a local school district to demonstrate the device, resulting in a purchase order exceeding $20,000. To fund the order, they borrowed $9,000 from their parents, marking a bold step for two young entrepreneurs.
Bonde describes this move as “naïve beauty” of youth, while Alfieri views it as one of the most daunting experiences of their lives. “Today, I would absolutely not wire that amount to an unknown manufacturer,” Bonde confessed, but the gamble paid off when they received their shipment a week and a half later. Their business, branded as NextPace Ventures, rapidly gained momentum, signing contracts with major clients like Best Western.
Despite initial success, the growth eventually plateaued, prompting Bonde and Alfieri to pivot once again, this time inspired by their everyday cooking experiences. They often resorted to preparing pasta dishes with jarred sauces during long work nights, which sparked the idea for their next venture.
The Birth of Sauz
Recognizing the potential in the pasta sauce market and motivated by vibrant brands they’d noticed in other food categories, such as Olipop and Poppi, they believed pasta sauce could be revitalized through bold, colorful packaging and unique flavors. “Pasta represents a massive opportunity,” Bonde stated. “We thought it would be exciting to create something fun.”
Utilizing the profits from their previous venture, the duo poured approximately $150,000 into developing their new brand, Sauz. They sold personal assets to bolster their funding, with Alfieri letting go of his Ford truck while Bonde sold his Mazda Miata. As they informed their families about their new path away from traditional careers, the response was mixed. “Breaking the news that we were venturing into pasta sauce was our craziest conversation yet,” Bonde recounted.
Their initial plan included hiring a food scientist to refine their recipes and a marketing agency for eye-catching packaging. Rather than competing with conventional options like marinara and alfredo, they opted for innovative flavors, such as Hot Honey Marinara and Summer Lemon Marinara, drawing inspiration from trends they observed in other food sectors. “We wanted to trust our instincts,” Bonde remarked, noting how unlikely it was that consumers would have anticipated a hot honey flavor in pasta sauce.
After pitching their product to Erewhon, a high-profile grocery chain in Los Angeles, they were pleased to receive a request for samples. However, they soon faced a challenge: they hadn’t prepared any products for sale yet. “It took us almost a year to transition from approval to launch, primarily due to sourcing ingredients amid the pandemic,” Alfieri explained.
Finally, Sauz made its debut in Erewhon in July 2023, and by January 2024, the brand was branching out to additional retailers, including Whole Foods and Target, establishing a nationwide presence.
Today, Sauz offers a diverse range of flavors, including the new additions of Creamy Calabrian Vodka and Wild Rosemary Marinara. The brand has actively used social media platforms like TikTok and Instagram to connect with customers, generating close to $1 million in monthly sales with jars priced between $8 and $10. For Alfieri and Bonde, their early experiences in the medical device industry proved invaluable, as they acknowledge that without it, Sauz may not have existed.
“Without that last business, there really isn’t a Sauz,” Bonde concluded, reflecting on their unique path as entrepreneurs.
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