From Unconventional Beginnings to Nationwide Success
Meet Troy Bonde and Winston Alfieri, the 25- and 24-year-old founders of Sauz, a jarred pasta sauce brand that has taken the nation by storm. Their journey to success is a testament to the power of innovation and calculated risk-taking.
A Leap of Faith
It all started in 2020, when Bonde and Alfieri, then USC students, were sent home due to the COVID-19 pandemic. With time on their hands, they decided to explore business opportunities. Their first venture, NextPace Ventures, involved creating a combination device that could dispense sanitizer and take temperatures simultaneously. They wired $9,000 to a manufacturer in China, a decision they now attribute to their naivety. However, it paid off, and they soon landed a purchase order worth nearly $20,000.
Scaling Quickly
NextPace Ventures grew rapidly, eventually landing clients like Best Western. However, Bonde and Alfieri soon realized that their revenue growth would eventually plateau. It was time to find their next venture.
Inspiration from the Pantry
The duo turned to their pantry for inspiration, where they noticed a lack of excitement in the pasta sauce aisle. They drew inspiration from brands like Olipop and Poppi, which were making waves in the beverage aisle with their vibrant packaging. Bonde and Alfieri decided to take the profit from their first venture and invest it in creating a brand that would shake up the pasta sauce industry.
Sauz is Born
With $150,000 in hand, Bonde and Alfieri created Sauz, a brand that would offer unique flavors and colorful packaging. They hired a food scientist to develop their sauces and a marketing agency to create eye-catching designs. The decision to choose flavors was a gamble, but they trusted their instincts. Hot Honey Marinara and Summer Lemon Marinara were their first two flavors, inspired by the rise of Mike’s Hot Honey.
Breaking into the Market
Sauz pitched their product to Erewhon, a boutique LA grocery chain, and were surprised when they received a response. Within two weeks, they were authorized for sale, but they didn’t have any product ready. It took eight months to a year to launch, with securing tomatoes being one of the biggest challenges.
National Expansion
Sauz officially launched in Erewhon in July 2023 and expanded to more retailers, including Whole Foods and Target, creating a national footprint. The brand now offers four flavors, including Creamy Calabrian Vodka and Wild Rosemary Marinara, and brings in nearly $1 million per month.
Gratitude for the Journey
Bonde and Alfieri attribute their success to their brief foray into medical device sales. Without that experience, there would be no Sauz. Their story is a testament to the power of innovation, risk-taking, and trusting one’s instincts.
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