Pace Foods - History

History

Pace brands of salsas were started by David Pace. Pace grew up in Louisiana, learning the operations of his family's syrup business. He earned a football scholarship to Tulane University, where he played in the first Sugar Bowl in 1937 and earned his undergraduate degree in science. During World War II pilot training school brought him to San Antonio, Texas, where he returned after his discharge in 1945 and began a career in the food industry.

Pace began his own food business of bottled syrups, as well as jellies and jams. All of these products were made, packed and shipped out of a small space in the back of a liquor store that he and his wife, Margaret, rented. Over time, he expanded the business to a variety of other condiments. In 1947 he decided the real “syrup of the Southwest” was Mexican sauce—which is now known as salsa.

Starting with a basic recipe, he experimented with different blends of ingredients. He tested the results on his golf buddies, before settling on one mix of jalapeños, onions and tomatoes. He named his creation “picante” sauce—Spanish for “piquant”, meaning “flavorful” or “spicy”.

While continuing to sell some 58 assorted condiments, he continued modifying his picante sauce formula for the better part of a decade. As demand grew, Pace dropped the rest of the company’s lines and focused on Picante sauce.

He marketed Picante sauce to his restaurant, using it during his meals, and leaving it behind on the table for other patrons and the restaurant owners to try when he was done.