DiNapoli Products

Tomato Market
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1582 Monterey Road ✦ San Jose, CA 95110
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I N TH I S I S S U E
Travels with Rob
Saucy Success Stories
New DiNapoli Products
Family Recipes
Question & Answers
Valuable Coupon
(408) 283-8240
www.DiNapoli.biz
DiNapoli SpecialtyFoods
Ita l i a n Tra d i tion
DiNapoli
Products
s/a Traditionale 1936
✦ Whole Peeled Plums
✦ Peeled Tomato Strips
✦ Ground in Puree
✦ Fire-Roasted Dice
✦ Pizza Sauce
✦ Deluxe Marinara
✦ Puree & Paste
Naples Italy, home of the soft, sweet San Marzano plum tomatoes is also the home
of our ancestors and the family namesake “DiNapoli”, which gives us such pleasure
to present our ultra-quality line of San Marzano style peeled tomatoes.
To m a to Ex p e ri e n c e
Backed by over 60 years of tomato processing experience, each can of DiNapoli
peeled tomatoes is true to its Italian heritage; deep red color, soft fragile texture and
a sweet natural taste; the closest thing to hand picked San Marzanos our family
raised in the countryside surrounding Naples.
California Grown
Our tomatoes are all grown and packed in California then provided in foodservice
and consumer sized tins. We offer our San Marzano Style Peeled Plum Tomatoes
packed as Whole, Strips and Ground. No matter what variety you choose, trust our
family to provide quality tomatoes presented in the Italian tradition!
Fresh Packed
At DiNapoli Specialty Foods we understand that you use our Fresh Packed Sauces
to make hundreds of unique “signature” recipes. That’s why we insist on fresh
packed quality and consistency in all our sauces; can after can.
Qu a l i t y First
Quality in a sauce is measured by taste, color and consistency; and it all begins with
Pomodori Scelti (tomato selection). With over 60 years of experience we know
tomatoes! And we select only those varieties sure to give us the quality you
demand. All our tomatoes are vine-ripened in the fields of California’s Central
Valley. Our sauces are fresh packed…never remanufactured!
Trust our family to provide quality tomatoes presented in the Italian tradition!
Buon Appetito
Rob DiNapoli
The Tomato Press
SAUCY SUCCESS STORIES
Giuseppe’s Saucy Secret: Take-Out Manager
Paul Simplico, applies an extended simmer to
his onion, garlic and spicy pizza sauce recipe.
Combined with DiNapoli Fresh Packed
Tomatoes, the simmer gives his pies a truly
unique flavor. When asked to label Giuseppe’s
creation as “Thin Crust”, “New York” or
“Traditional”, Paul shakes his head…call it
Pizza Pismo.
P a st a B e l l a
Josh Ortiz’s “Pasta Bella” in Pismo Beach provides hungry customers with a freshly made
bowl of pasta, SUBITO! Customers select
from 5 pastas, 5 sauces, and 12 veggies/meats
to customize their meal. Josh’s crew pre-prepares all the ingredients so each meal takes
between 30 and 90 SECONDS!
Pasta Bella’s Saucy Secret: Along with meticulous detail to portion control of his fresh
produce and proteins, Josh uses a Circulon
Toss & Turn for saucing pasta. The unique
high side of the pan causes tossed pasta,
sauce and veggies to fall back into the pan.
The results, great food gets them in, the
speedy service keeps them coming back!
Poor Boy Deli
Location is almost everything for Gabe
Ortiz’s “Poor Boy Deli”. Located just blocks
from Cal Poly, the popular deli keeps students fueled throughout the day and early
evening. A Poor Boy top seller is Chili with
Beans which has grown to almost cult status
among the Sorority Girls of Sigma Kappa.
Poor Boy Saucy Secret: An equal and generous amount of Hot Chili and Sweet Sugar
combined with DiNapoli Fire Roasted and
Smoked Diced Tomatoes. Gabe says the girls
like it Hot and Sweet but the Fire Roasted
Tomatoes are what makes the two extremes
work together.
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Travels with Rob
Giuseppe’s Cucina Ita l i a n a
Giuseppe DiFronzo founded “Giuseppe’s
Cucina Italiana” in 1988 as a senior project at
Cal Poly University in San Luis Obispo, CA.
This popular Pismo Beach restaurant, a
favorite of Cal Poly students, expanded to
include Pizza To-Go and Delivery, featuring
six varieties of pizza by the slice and two
types of Stromboli.
FALL 2005
California’s Ce n tral Co a st
M
ost travelers between Los Angeles
and San Francisco typically fly or
take the long, straight drive
through California’s Central Valley on
Route 5. Although, “The 5” is the fastest
drive, seasoned travelers know of the great
section of beautiful California real estate on
Highway 101 called the
Central Coast.
This stretch of
road between
Buellton and
Paso Robles covers 100 miles of history that includes gorgeous valleys,
cattle ranches, wineries and miles of
pristine farmland. For movie fans,
the cult film “Sideways” featured
wineries found on the Central
Coast in the Santa
Ynez valley. With
thousands of travelers on this road
everyday,
the
Central Coast has
become home to
some of California’s
great restaurants.
Even some experienced Highway 101
travelers, miss one of
the real gems along
the way, the quaint downtown of San Luis
Obispo. “SLO”, is best known for the
world class university, California
Polytechnic, Cal Poly for short.
The downtown area includes
a river walk, historic mission
and hundreds of unique
shops and restaurants. On a
recent selling trip to the Coast,
I stopped in some of my
favorites along the way. The article on the
left features some tips I learned from
DiNapoli customers like this one from Nick
Corona, Players Pizza, Pasta and Handmade
Ice Cream in Atascadero, CA. Nick uses this
secret tip to keep his Pasta
and Pizza sauce fresh
tasting. After sanitizing
his used one-gallon
plastic salad dressing
Rob DiNapoli
containers, they are filled
with freshly made sauce, dated and stored
until use. The smaller containers reduce time
spent out on the
line and dating
insures that the
oldest sauce is
used first.
Just south of SLO,
Highway
101
meets the Pacific
Ocean at Pismo
Beach.
Pismo’s
large sand dunes
have made this
area a favorite with
“off-road” vehicles.
Weekends bring a
variety of ATV’s
and home made
Dune Buggies in
wild shapes and colors. The sport has
become so popular, vendors rent them
by the day or the hour so passers-by
can also enjoy. As a result, Pismo Beach
may be the only beach in the world
with a speed limit.
The town of Paso
Robles is part of
California’s
new
wine country. Many
top vintners have
grapes planted along Highway 101
and 46 to take advantage of the hot days
and cool summer nights. As one drives along
the road, the familiar names of the wineries
click off one-by-one, reminding the traveler
that California is home to many great agriculture finds from wine to produce to
tomatoes. Thanks for coming along, see you
next time.
See Inside for a Recipe from the DiNapoli Family Kitchen!
Famiy Recipe
uci
In trod
ng!
Hot New Item with
a Fire Roasted Flavor
DiNapoli’s Roasted
Marinara Sauce
Have we got a HOT new item for you! DiNapoli Fire –
Roasted Diced Tomatoes will heat up your menu. With all
of the attention on full-flavored menus, DiNapoli Fire
Roasted Diced will transform your Italian sauces, Mexican
salsas or American staples from ordinary to extraordinary
using this exotic tomato product.
Ingredients:
1 #10 can DiNapoli
Fire-Roasted Tomatoes
½ cup Olive Oil
¼ cup Balsamic Vinegar
3 cups Heavy Cream
Whether on pasta with a hot Marinara Sauce, a fire-roasted
Pizza Topping or a warm fall fire roasted Tomato Soup, DiNapoli Fire Roasted Tomatoes
will broaden your menu and your customer’s smile.
D i Napoli’s Fire Roaste d To m a to Soup
12 cloves Garlic, finely chopped
1 #10 can DiNapoli Fire – Roasted Diced Tomatoes
½ cup Sugar
3 Medium Onions, chopped
2 tablespoons olive oil
1 bunch Fresh Basil
(tied with string)
4 cloves garlic, minced
1/3 cup chopped basil
2 cups chicken/vegetable broth
Salt and pepper to taste
Salt & Pepper to taste
Grated Parmesan Cheese
Sauté onions and garlic with oil in a large sauté pan over medium heat
Add roasted tomatoes, broth, basil, salt and pepper
then simmer up to 1 hour
Procedure:
Rob DiNapoli
displays his
fire roasted
tomatoes
Puree then add Salt and pepper to taste
Sauté Garlic with Olive Oil in a large
sauté pan over medium heat
Add Sugar, stir for 1 minute
Add Roasted Tomatoes and Basil then
simmer up to 2 hours
Puree then Salt & Pepper to taste
Return to sauté pan, turn heat to low,
stir in Cream and Balsamic Vinegar
Heat and serve with garlic toast
It’s Natural, it’s Affordable and it’s Available…. Here’s how we do it:
First: Fresh vine – ripened tomatoes are washed, sorted and roasted over an open flame,
blistering and charring their outer skin.
Second: The roasted tomato goes slowly through a smoke filled oven so our special blend
of oak and fruitwood can infuse a unique mellow flavor.
Third: We cut the roasted and smoked tomatoes into a small dice.
Finally: The Fire Roasted Tomatoes are canned, cooked and ready to use at your convenience!
What! Your distributor does not stock DiNapoli Fire Roasted Tomatoes!
Call us and we will send you a sample! (408) 283-8240.
All About Produce is open 24 hours a day, 7 days a week to serve
the Central Coast. Call today and your DiNapoli Canned
Tomatoes will be delivered tomorrow 7 Days a Week!
1(800)95-FRESH
Return this coupon with copies of your invoices to:
$2.00 off/cs.
DiNapoli Specialty Foods
1582 Monterey Road
San Jose, CA 95110
D i Napoli Fire Roaste d To m a to e s
Premium Italian
Style Tomatoes
Exp. Date 12/31/05
Italian
Cooking
Traditions
W
hen Louie Tedone was young, the sign above the door of
the Tedone Italian Deli read “Latticini Freschi.” His
neighbors in Brooklyn’s Little Italy knew that meant,
“fresh milk products.” After his father died, Tedone got up every
morning to make the fresh mozzarella for the store. He continued
this ritual throughout the 1940’s while attending
New York Medical College.
Dr. Louis Tedone, 82 and now retired, was San
Luis Obispo’s first pediatrician. He moved to the
small community following his discharge from
military service. After raising nine children with
wife Grace (now deceased), Dr. Tedone returned
to his roots and makes fresh mozzarella daily for
his daughter and son-in-law’s DePalo & Sons
Deli in Shell Beach, CA. Rising each morning
before sunrise, Dr. Tedone makes enough
“Mozzies” for the day’s sales. Leftovers are
blended in to the next day’s batch. If his
daughter runs short, the doctor said, “I still
take emergencies.”
Dr. Tedone does not make his own curd.
“That’s work! I get my curd from New York in
21-pound boxes.” Curd is
the combination of milk and
a bacterial culture that converts the lactose sugar into lactic acid. The mixture that solidifies is the curd.
The utensils required are a sink, a wooden paddle, a pot of boiling water, a pot of cold water and two gallons of
brine water. The brine mixture is a three-pound box of kosher salt
to two gallons of boiling water. There are six steps:
1. Cut the curd into 1-by-1 inch squares.
2. Add enough boiling water to cover generously.
3. Mix until lumps are smoothed out (within 2 minutes) and
the texture becomes silky and elastic. This long rope of curd is
formed into a ball by stretching the white rope of cheese over
the paddle and back onto itself.
4. Tuck your four fingers into the resulting ball of cheese and
then twist the ball off into your hand. Pinch the ends to seal.
5. Drop each cheese ball in the bath of cold water so they retain
their form.
6. Soak in the brine bath for five minutes to give the cheese a
mild saltiness.
Dr. Tadone’s labor of love may be too much work for everyone,
but if you have the time and patience to make fresh mozzarella, your customers will notice the difference. If not, you will
just have to drive to Shell Beach!
In My Opinion...
Questions & Answers
Questions or comments, email me at rob@dinapoli.biz
Q:
A:
I heard from my distributor that tomato prices will be going
up this season, what have you heard?
Tony Herren, San Jose, CA
The 2005 growing season will not go down in history as
a great year. The crop yield was down 20% from the previous three years. Additionally, the fruit itself was difficult to
peel, which means more tomatoes went into paste and less into
peeled products like strips and whole peeled. Of course the big
story is energy. Tomato farming is very energy intensive. The
harvesters use a huge amount of diesel fuel and the tomatoes
must be transported to the processing plants. The processors
also use huge amounts of energy. Finally, the price of many basic
materials, like steel for can making, have risen this year. With
every “input” price up and the supply down, your distributor
was correct in predicting higher prices for tomatoes this year.
The good news is that, as a percentage of your overall food cost,
tomatoes are one of your smallest costs. Many pizzerias will
look to save money on food cost by buying inferior products.
The key to success is to maintain your quality and continue
delighting your customers with only the best ingredients.
Q:
I recently switched from using Italian whole peeled tomatoes
to DiNapoli Peeled Strips because I like the slight thick
pulpiness. I notice fewer seeds in the strips versus the whole peeled.
Am I missing something?
Paolo Francis, West Lake Village, CA
All you are missing are the seeds and the bitter taste they
leave in your sauce. Actually, you are missing more than
that. After slicing the peeled tomato in the processing plant, we
shake loose the seeds and slimy connective juices from the
tomato core. This is typically 12% of the tomato weight! While
that material is essential for the tomato’s reproductive cycle, it
is inferior in taste and texture when compared with tomato
flesh. When you buy strips, you receive the following benefits:
A:
●
Greater usable yield – seeds and juice are replaced with sweeter tomato flesh
● Increased drained weight - the strips “nest” tighter in the can
during filling
● Improved flavor – more tomato flesh means a rich pulpier
sauce with sweeter flavor
Q:
A:
After many years in another business, I have decided to
open a pizzeria. Do you think it is better to join a franchise
or be totally independent?
Joe Fanetti, Chicago Suburb
That depends on your personal preference and skills.
Franchises offer a proven system, recipes, and marketing.
The down side is that you must follow the system. If you want
to own and operate a truly independent business, create your
own concept and use the ingredients you desire. That will allow
the greatest sense of creativity and ability to make your own
path. The downside of course is greater risk. Franchises have
developed to limit risk and repeat the success of others. The
decision is yours based on your goals and ability to handle risk.
Good luck either way.