Nasoya
Sector: Organic Tofu
Business Status: Acquired by Vitasoy USA, Inc,. (subsidiary of Hong Kong based Vitasoy International Holdings Ltd).
Location: Founded in Leominster, Massachusetts
Website: www.nasoya.com
Status 1991:
In 1968 Bergwall and Paino were fraternity brothers in college in New York, where they both worked in the kitchen of their fraternity house. As a
result of their interest in whole, unprocessed foods they began ''infiltrating brown rice and millet into the steak and hamburgers on the menu. Within a year their "brown rice revolution" as Paino calls it, was discovered, and they were kicked out of the house''. ''Paino and Bergwall decided that they had to find something to do with their lives that would integrate their values and their livelihood. Since food played an important part of their belief system, the
question became whether to make it or sell it'' (Bennett, 1991, p.240-241) [1].
Founders:
John Paino and Robert Bergwall started their company making tofu in April 1978 in a converted barn on a farm in Leominster, Massachusetts. The two men were friends and would later become brothers-in-law. After six years production was moved to a facility in Leominster, where a Japanese tofu-making system was installed [2]. At this time Nasoya was producing over 25,000 pounds of tofu per week and by 1987 this had increased to over 60,000 pounds per week [3]. This growth took place at a time when American demand for healthier food products was increasing. When Paino and Bergwall started Nasoya, they sold their tofu products to a limited, predominantly Asian market, and to health-food orientated customers. Marketing the products to a wider customer base involved removing the name "bean curd" from the packaging and substituting it with the Japanese word ''tofu''. According to Paino in a 1993 newspaper article ''People don''t want to eat beans or curd, so both words were bad. Most people approach ''tofu'' with an open mind ... It was just a matter of time before tofu became acceptable in this country ... We looked at tofu as a new food, just as yogurt was viewed not too long ago. These foods are not fads; they have been assimilated into our culture'' [4].
In 1990 Nasoya was acquired by Vitasoy USA, Inc., North America''s largest producer and marketer of soy-based products. This paved the way for Nasoya to expand its product line[5]. After the sale, Paino remained with the company for three years[6].
Status 2010:
In 2008 Nasoya was expecting to make 17 million pounds of tofu after a transition to a new plant. Tofu now accounts for approximately 70 per cent of Nasoya''s sales. Nasoya also makes soy-based vegetable burgers, dressings, pasta and Nayonaise spread. Vitasoy USA expected to make $43 million in 2008, of which Nasoya accounts for more than half[7].
In 2005 Nasoya founder John Paino started a new business which initially co-packed soy ricotta and dairy free ravioli for other manufacturers. As new products were developed, it was decided that the company would develop its own portfolio of products under the Paino Organics label. Products now include Primacotta, a soy ricotta; NatureNaise, a healthy alternative to mayonnaise, and Number 9 Salsas [8].
Bob Bergwall went on to found Nutrition Kitchen with Jan Remak to distribute certified organic wheat-and gluten-free pasta products. Bergwall discovered the Chinese pasta in 2002 after being introduced to it by a friend. The Pasta is made in the Daqing region of northeast China. In January 2005 Bergwall and Remak formed a joint venture with the Chinese manufacturer under the name Daqing Nutrition Kitchen Organic Food Co. Bergwall cold-called grocers, food brokers, restaurateurs, and food publications, in an effort to expose the product to the public. By the end of 2005 it was being stocked in several stores in the US, with international sales in Australia, Canada, and Japan [9].
Sources:
[1] Bennett, S. J. (1991) Ecopreneuring: The Complete Guide to Small Business Opportunities from the Environmental Revolution. New York: Wiley.
[2] Elfland, M. (2008) Soy foods company grows east on Route 2, Telegram & Gazette, 1st April, Business Section, p.E1.
[3] Nasoya (2010) About Us [online].
[4] Simonds, M. (1993) Beginning to appreciate bean curd, The Oregonian (Portland, Oregon), 2nd November, Fourth Edition, Food Day Section, p.FDOP 2.
[5] Nasoya (2010) About Us [online].
[6] Natural Business News (2010) LEVINEREPORT: Interview with Nasoya founder John Paino of Paino Foods [online].
[7] Elfland, M. (2008) Soy foods company grows east on Route 2, Telegram & Gazette, 1st April, Business Section, p.E1.
[8] Natural Business News (2010) LEVINEREPORT: Interview with Nasoya founder John Paino of Paino Foods [online].
[9] Costello, M. (2005) From China, without wheat -- soy pasta - Concord man seeks a market [online].
Business Status: Acquired by Vitasoy USA, Inc,. (subsidiary of Hong Kong based Vitasoy International Holdings Ltd).
Location: Founded in Leominster, Massachusetts
Website: www.nasoya.com
Status 1991:
In 1968 Bergwall and Paino were fraternity brothers in college in New York, where they both worked in the kitchen of their fraternity house. As a
result of their interest in whole, unprocessed foods they began ''infiltrating brown rice and millet into the steak and hamburgers on the menu. Within a year their "brown rice revolution" as Paino calls it, was discovered, and they were kicked out of the house''. ''Paino and Bergwall decided that they had to find something to do with their lives that would integrate their values and their livelihood. Since food played an important part of their belief system, the
question became whether to make it or sell it'' (Bennett, 1991, p.240-241) [1].
Founders:
John Paino and Robert Bergwall started their company making tofu in April 1978 in a converted barn on a farm in Leominster, Massachusetts. The two men were friends and would later become brothers-in-law. After six years production was moved to a facility in Leominster, where a Japanese tofu-making system was installed [2]. At this time Nasoya was producing over 25,000 pounds of tofu per week and by 1987 this had increased to over 60,000 pounds per week [3]. This growth took place at a time when American demand for healthier food products was increasing. When Paino and Bergwall started Nasoya, they sold their tofu products to a limited, predominantly Asian market, and to health-food orientated customers. Marketing the products to a wider customer base involved removing the name "bean curd" from the packaging and substituting it with the Japanese word ''tofu''. According to Paino in a 1993 newspaper article ''People don''t want to eat beans or curd, so both words were bad. Most people approach ''tofu'' with an open mind ... It was just a matter of time before tofu became acceptable in this country ... We looked at tofu as a new food, just as yogurt was viewed not too long ago. These foods are not fads; they have been assimilated into our culture'' [4].
In 1990 Nasoya was acquired by Vitasoy USA, Inc., North America''s largest producer and marketer of soy-based products. This paved the way for Nasoya to expand its product line[5]. After the sale, Paino remained with the company for three years[6].
Status 2010:
In 2008 Nasoya was expecting to make 17 million pounds of tofu after a transition to a new plant. Tofu now accounts for approximately 70 per cent of Nasoya''s sales. Nasoya also makes soy-based vegetable burgers, dressings, pasta and Nayonaise spread. Vitasoy USA expected to make $43 million in 2008, of which Nasoya accounts for more than half[7].
In 2005 Nasoya founder John Paino started a new business which initially co-packed soy ricotta and dairy free ravioli for other manufacturers. As new products were developed, it was decided that the company would develop its own portfolio of products under the Paino Organics label. Products now include Primacotta, a soy ricotta; NatureNaise, a healthy alternative to mayonnaise, and Number 9 Salsas [8].
Bob Bergwall went on to found Nutrition Kitchen with Jan Remak to distribute certified organic wheat-and gluten-free pasta products. Bergwall discovered the Chinese pasta in 2002 after being introduced to it by a friend. The Pasta is made in the Daqing region of northeast China. In January 2005 Bergwall and Remak formed a joint venture with the Chinese manufacturer under the name Daqing Nutrition Kitchen Organic Food Co. Bergwall cold-called grocers, food brokers, restaurateurs, and food publications, in an effort to expose the product to the public. By the end of 2005 it was being stocked in several stores in the US, with international sales in Australia, Canada, and Japan [9].
Sources:
[1] Bennett, S. J. (1991) Ecopreneuring: The Complete Guide to Small Business Opportunities from the Environmental Revolution. New York: Wiley.
[2] Elfland, M. (2008) Soy foods company grows east on Route 2, Telegram & Gazette, 1st April, Business Section, p.E1.
[3] Nasoya (2010) About Us [online].
[4] Simonds, M. (1993) Beginning to appreciate bean curd, The Oregonian (Portland, Oregon), 2nd November, Fourth Edition, Food Day Section, p.FDOP 2.
[5] Nasoya (2010) About Us [online].
[6] Natural Business News (2010) LEVINEREPORT: Interview with Nasoya founder John Paino of Paino Foods [online].
[7] Elfland, M. (2008) Soy foods company grows east on Route 2, Telegram & Gazette, 1st April, Business Section, p.E1.
[8] Natural Business News (2010) LEVINEREPORT: Interview with Nasoya founder John Paino of Paino Foods [online].
[9] Costello, M. (2005) From China, without wheat -- soy pasta - Concord man seeks a market [online].