Published On: 04/09/2021Categories: Agbiosciences, Industry News

Red Gold: Ketchup is NOT the ‘Next Toilet Paper’

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Red Gold, the second largest manufacturer of tomato products in the United States, sets the record straight on ketchup. Red Gold wants to make it clear; there is no shortage of ketchup.

Over the last ten months, the increased demand for ketchup packets exceeded inventory capacity for some suppliers. As Red Gold prepared for the surge, the company developed two new pre-portioned ketchup items on other manufacturing lines, while continuing to keep the ketchup packet lines running at maximum efficiency.

In May 2020, the Midwest tomato manufacturer created a production plan that doubled capacity. Red Gold and its many Foodservice Distributor partners stepped in with their brands to ease the pain that was felt by many foodservice operators allocated early on by the other national brand. Nearly a year later, the surge in ketchup packet demand has not subsided and only continues to increase as the fear of the ‘Next Toilet Paper’ arises in customers and buyers across the country.

It is the time for flexibility, however not at the cost of convenience or profitability for restaurant operators. Red Gold can provide alternate ketchup packaging options.

IRI reports consumer unit purchases reflect: 57% Heinz, 29% Retail Store Brands, and 14% other manufacturer brands.* Other media reports are unclear stating that Heinz holds nearly 70% of the retail ketchup while actually reporting consumer dollars in the category.**

That same IRI report also indicates that the entire ketchup category in retail has increased 15%, while Red Gold branded ketchup has outperformed the category with 34% positive growth.*

This information clearly indicates that consumers have actively demonstrated their acceptance for other brands of America’s favorite condiment. Red Gold encourages you to be loyal to the brand that’s loyal to you. Red Gold, American owned and manufactured entirely in the U.S., has been producing ketchup and tomato products for nearly 80 years. The business started in service to American heroes fighting in WWII and will ready its team to support the Foodservice Operators fighting to bring their business back all across the country.

We applaud Foodservice Operators for their flexibility, ingenuity and perseverance as they have managed the changes in operations through the pandemic.

*Source: IRI Market Advantage POS, Total US MULO, L52 WK 3-21-2021, Ketchup
**Source: Wall Street Journal, The New Shortage: Ketchup Can’t Catch Up, 4-5-2021