How PJ Monte built a sauce brand with nightlife soul and centuries-old roots

PJ Monte didn’t envision his future in shelf-stable food products. His journey started in the kitchens of Montauk, the dining establishments of Brooklyn, and the nightclubs of downtown New York. Although Monte’s Fine Foods is known for its acclaimed tomato sauce, the real strength of the brand lies in its seamless fusion of tradition with modern living, family heritage with style, and product with popular culture.

Raised in a family deeply immersed in the food industry as a third-generation Italian-American, PJ’s childhood was steeped in the ambiance of hospitality, the theatrics of dining, and the delight of hosting. His great-grandparents’ famed restaurant, Monte’s Venetian Room, was frequented by icons like Frank Sinatra and James Cagney. In the 1950s, the family extended their culinary legacy by opening Gurney’s Inn in Montauk, where PJ absorbed the essence of hospitality and entertainment.

PJ reflects on his upbringing in the restaurant business, emphasizing the value of hard work and creating a welcoming atmosphere akin to a home for patrons. His experiences at Gurney’s, designed like a vintage cruise ship, and the influences of his family’s Brooklyn restaurant have significantly shaped the essence of Monte’s brand today.

While initially involved in the creative scene of New York City, from designing brand identities to collaborating with fashion and music personalities, PJ’s journey into the food industry was sparked by rediscovering his family’s original tomato sauce recipe during his time assisting at a Hudson Valley restaurant. This nostalgic moment led to the inception of Monte’s Fine Foods, which began with a classic tomato sauce and has since expanded to include various flavors stocked in over 500 US stores.

Beyond just sauce, PJ envisions Monte’s as a multifaceted brand transcending the pantry, straddling heritage and innovation. The brand’s identity exudes a blend of tradition and contemporary style, with a focus on quality and innovation in its merchandise alongside its food products.

Monte’s innovative approach extends to collaborations with different brands and businesses, infusing its award-winning sauce into unexpected menu items and forging unique partnerships in the food and fashion realms. PJ’s strategic yet authentic approach to social media reflects the brand’s ethos of creativity and engagement with its audience.

Despite facing challenges in scaling Monte’s without substantial financial backing, PJ remains committed to preserving quality and authenticity while navigating the brand’s growth. His ultimate satisfaction lies in upholding the family legacy in his own way and embracing the creative evolution of Monte’s.

Looking ahead, PJ aims to enhance the brand’s creativity, quality, and cultural impact through more collaborations, premium merchandise, and unconventional brand placements, solidifying Monte’s position as a trailblazer in the realm of tomato sauce and beyond.