Stocks & sauces focus: May the sauce be with you

"To improve the product in glass or can, you must improve it while it is still in the ground."

That view, expressed by HJ Heinz over a century ago, is a reminder that it's quality ingredients that make all the difference to a sauce - especially one as iconic as dear old HJ's ketchup.

The view that it never hurts to remind consumers about product quality is behind the current Heinz Tomato Ketchup 'Grown, Not Made' campaign.

Consumers are increasingly concerned about what they eat. In one recent survey 64 per cent avoid products that contain a high proportion of artificial ingredients and preservatives.

Through its campaign, Heinz aims to reinforce the message that it really is the tomato expert, understanding exactly what makes the perfect tomato through decades of research.

The ketchup's flavour and consistency is achieved by the planting of specially chosen seeds that yield high-pulp, low-water, fruits, which are then sun-ripened before being turned into the familiar red sauce

Jennifer Harker, brand manager for Heinz Foodservice, said: "With consumers so passionate about what they eat, in and out of home, it's important for outlets to consider everything on the menu, right down to the condiments on the table.

"As market leader in the foodservice sauce market, we want to clearly communicate to our foodservice customers that Heinz Tomato Ketchup is 'Grown, Not Made, with a unique recipe that shines through in the product itself. In turn, customers can make informed decisions about their condiment choice when eating out."

The brand is also emphasising that pubs cans do much more with ketchup than simply offer it as an accompaniment - the sauce can be an integral part of some great recipes.

Many of these are featured in the Heinz Tomato Ketchup Cookbook, featuring recipes compiled by Paul Hartley. To have a crack as some of these click on the 'related stories' link.