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Thursday, Mar 28, 2024

Cooking Up Success

For Lorena Stephenson, the recipe for success comes in a little 7 oz. jar. The housewife and mother has caught the attention of several Southern California markets, including national grocer Whole Foods, since launching her own homemade cooking base three years ago. Now her Tarzana-based company, Nonna Iole’s Soffrittos, is expanding its brand into new and existing markets. The company — named after Stephenson’s mother — is currently in talks with Bristol Farms about a potential partnership and is looking to add 50 more Whole Foods locations to its roster of retail distributors. To date, Nonna Iole’s Soffrittos products can be found in some 50 grocery stores in Southern California, including several Valley area locations. “The plan is to be in 1,000 stores in five years,” Stephenson said. “I expect to have big growth this year.” Sales have consistently grown since the product debuted on the market in 2009. Last year, the 10-person company saw some $500,000 in revenues, which included online sales, a 30 percent increase from 2010, Stephenson said. Used as a base for cooking, soffritto recipes typically consists of diced vegetables and olive oil and are used in Italian, Spanish and Latin American cuisine. After recognizing a need in the marketplace for an easy one-step soffrito product, Stephenson got to work packaging and marketing her mother’s classic Italian recipe. Today, the Nonna Iole’s Soffrittos line consists of Italian and Mexican recipe soffritos, which sell for about $10. The price is a bargain considering one jar contains about 50 servings, Stephenson said. “It wasn’t difficult to get into Whole Foods,” she said, adding the grocer is known for supporting local small businesses. The product’s convenience and all-natural ingredients have been major selling points for the company. Cindy Yamaguchi, marketing assistant for the Whole Foods Pasadena Arroyo location, said the store has carried Nonna Iole’s Soffrittos for about three years, and the products’ longevity in the store is a testament to their sales. “They move off the shelves pretty quickly,” Yamaguchi said. Getting onto the grocer’s shelves can be a lengthy process. Vendors must meet specific criteria before being considered for the retailer’s product offering, Yamaguchi said. Foods must be free of artificial flavors, colors, preservatives and hydrogenated fats, and must be great-tasting, she added. For Stephenson, the deal with Whole Foods opened doors for the small start-up, which previously operated out of her Valley home. And now that her products have more visibility in the mass retail market, they are generating buzz among consumers. “My thoughts on your seasoning are-yummy!” said Jeanne from Encino, in a testimonial on the Nonna Iole’s Soffrittos website. “Mama Mia! It was great. All my friends who have tried it loved it and (it) made life easier when cooking sauce. I’m glad to know it’s available locally.”

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