Consolidated Mills Introduces E-com-Friendly Jars, DTC Site

Consolidated Mills has launched AlamoRedFoods.com, a direct-to-consumer website, to sell its Alamo Red brand of salsas, sauces and cocktail mixes. The company also unveiled PVC packaging to facilitate online shipping of salsas, which traditionally have come in glass jars.

Historically a private-label food supplier, Consolidated has been selling to consumers since 2014. But it became frustrated with using distributors to manage distribution and wanted more control over the process. “Our ultimate goal was to control our brand, including how we supply product to consumers,” said Keith Vrana, executive vice president.

Alamo Red salsa is being packaged in TricorBraun’s polyethylene terephthalate (PET) Apex jars, which are far less breakable than glass jars. In addition, product cases now weigh three pounds less, lowering freight costs.

PET containers are compatible with equipment used to fill glass jars. But the capping application had to be fine-tuned and the labeling process changed to make labels PET-compatible during cooling. PET also keeps noise down during processing. And the risk of glass breaking and shutting down production lines has been eliminated.

“Tricor was instrumental in helping us realize our objective,” added Vrana. “We wouldn’t have done this if a large financial investment was needed to change the setup and equipment. After seeing the Apex jar, I knew this would be a game changer for ecommerce.”

Consolidated also launched a second “buying local” website that lets parents purchase cases of salsa and select a school or school organization to receive a $5-per-case donation.

Consolidated Foods, which makes flavor concentrates, dry blended and processed foods, has been a private label supplier since the 1960s. In 2003, it was purchased by Scott Vrana, its president and a former Procter & Gamble executive, his brother Keith and their parents.

Following the acquisition, the maker of Alamo Red moved further and further into the black. The Vranas created a meaningful production line, then landed their first big private label contract with Trader Joe’s. Working with McCoy College of Business Administration, Consolidated grew its flavorings department. And, it procured more large accounts.

In 2014, its own Alamo Red brand was born. It includes salsas, bloody Mary and Margarita mixes, spice blends and BBQ sauces. Products are sold online and via several retailers, including Kroger, Fiesta and Spec’s Liquors.

Consolidated wants to grow both its contract manufacturing and branded businesses. And it wants to package other Alamo branded products in PET jars. “We’ll also encourage private label customers to switch to PET,” said Keith Vrana.