Sur La Table Launches Artisanal Pasta Sauce

sur la table sauceSince its beginnings in Seattle’s Pike Place Market in 1972, Sur La Table has believed that the kitchen is the center of the home. Sur La Table is launching a new line of private brand artisanal pasta sauces created exclusively for the Sur La Table customer by Victoria Fine Foods.

The line consists of the following five varieties:

  • Organic Pomodoro Sauce
  • Fra Diavolo Sauce
  • Roasted Garlic Sauce
  • Vodka Sauce
  • Chianti Marinara Sauce

All sauces come in 24oz jars and are available in Sur La Table stories nationwide, as well as on their Website and in their catalog. The SRP is $12-$13. All sauces, except the Vodka variety, are Non-GMO Project verified.

The Sur La Table artisanal sauces are made with just a handful of ingredients which are featured prominently on the front of the label. Each uses ripe plum tomatoes, fresh onions, fresh garlic, fresh basil, olive oil and salt. No artificial flavors or colors are ever added.

The Sur La Table artisanal pasta sauces owe their rich flavor to the superb quality of tomatoes and slow kettle-cooking process. The plum whole tomatoes are grown in the volcanic soil of coastal Italy, long considered the source of the world’s finest tomatoes. These San Marzano style tomatoes are then slow cooked in small batches with fresh, hand picked basil, fresh garlic, and fresh onions.

“This is Victoria Fine Foods’ first co-branded partnership and we are thrilled to be launching this venture with Sur La Table,” says Tim Shanley, CEO, Victoria Fine Foods.  “Our brands and mission are very similar, with a focus on the highest quality, best-tasting ingredients and the desire to help consumers achieve Kitchen Victories every day.”



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.