Ketchup.

Tomato juice.

Ketchup for monsieur.

It's not blood it's ketchup.

The culture of tomato sauce was thin.

When we talked about authentic tomato sauce in the 1970s, we talked about Italian tomato sauce. We talked about the earliest ragus, which had no visible solids, right?

They did all right in the ketchup business.

Hey, Pete, how much did we pay for this tomato juice?

They had a notion, a Platonic notion, of what tomato sauce was.

There's a mushroom, ketchup it goes on and on.

The tomato juice man. Hmm. Both are willing to pay as high as

A kilo of ketchup is equivalent to two kilos of tomatoes.

One kilogram of tomato sauce is equivalent to two kilograms of tomatoes.

And it could potentially be something as important as tomato sauce, or in this case, ketchup.

Italian tomato sauce is what? It's blended it's thin.

Oh, yes. And Ernie Maxwell, the tomato juice man.

And, anyway, despite the fact that they were far superior in adherence, and the quality of their tomato paste, Prego was struggling.

Because we thought that what it took to make people happy was to provide them with the most culturally authentic tomato sauce, A and B, we thought that if we gave them the culturally authentic tomato sauce, then they would embrace it.

That's what it was. And why were we attached to that?

What Howard Moskowitz was doing was saying, this same revolution needs to happen in the world of tomato sauce.

It could be tomato sauce, or anything could be dispensed sand, powders or anything like that.

The rest of it's taken up with take your elbows off the table and pass the ketchup.

Tomato juice, puffed rice, sardines, tomato juice.

Those are the fruits, if they're tomato, that go to the tomato soup.

If they grow tomatoes, they eat tomatoes. (Applause)

His menu that day was more humble deviled eggs in tomato sauce, mashed potatoes and, for dessert, prune pudding.

tomato

tomato1

tomato2

tomato3

tomato4

And he got together with the Campbell's soup kitchen, and he made 45 varieties of spaghetti sauce. And he varied them according to every conceivable way that you can vary tomato sauce by sweetness, by level of garlic, by tartness, by sourness, by tomatoey ness, by visible solids my favorite term in the spaghetti sauce business.

Imagine, as I shake the ketchup bottle, someone very kindly comes up to me and taps it on the back for me.

I Have No Tomatoes

And a tin of tomato soup.

He hit me with a potato!

Out of tomato juice?

If you haven't ordered yet, I generally find the rigatoni with the spicy tomato sauce goes best with diseases of the small intestine.

Meg bought a can of tomatoes.

Nice ripe tomatoes.

That's an awful lot of tomato juice.

He grows tomatoes in his garden.

Strictly speaking, the tomato is a fruit.

And that's your view of a tomato.

So as I shake this ketchup bottle, I get some true sensory feedback as the function of time in the bottom row.