Pace Foods

Pace Foods is an American producer of shelf-stable salsa, picante sauce, and related Mexican-inspired condiments. The brand is associated with Paris, Texas, and operates within the Campbell Soup Company portfolio. Its principal historical significance is the popularization of bottled picante sauce as a packaged grocery product in the United States. The business was established in 1947 by David Pace. After returning to Texas following military service during the Second World War, Pace entered the food business with bottled syrups, jams, jellies, and other condiments. He and his wife, Margaret, initially produced and shipped these goods from a small rented space behind a liquor store. Pace later focused on a sauce based on jalapeño peppers, onions, and tomatoes. He called it picante sauce, using a Spanish word associated with pungency or spiciness. The product was developed through repeated experimentation and informal tasting, including testing among Pace's golfing acquaintances. The company initially sold a broad assortment of condiments. As demand for the pepper-based sauce increased, Pace gradually discontinued most of the other lines and concentrated on picante sauce. David Pace promoted the product directly to restaurants, serving it with meals and leaving samples for restaurant operators and other diners. This helped introduce the product beyond its original regional market. In 1951, the company expanded its manufacturing capacity with financial support that included a loan from Margaret Pace's mother. Pepper sourcing became an important part of the business. Early efforts to grow jalapeños were affected by deer damaging the crop, leading Pace to purchase peppers from local farmers. The company later followed seasonal harvests across different growing regions, a practice described as following the jalapeño trail, and eventually developed its own pepper seeds. By the 1990s, Pace was reported to use more than 25 million pounds of jalapeños annually and to produce approximately half a million pounds of sauce per day. Ownership changed several times before the company joined Campbell Soup Company. David and Margaret Pace divorced in 1976, and David sold the business to Margaret in 1977. Margaret sold it to her daughter Linda Pace and son-in-law Christopher “Kit” Goldsbury in 1982. After their divorce, Goldsbury acquired Linda's interest in 1989 and became sole owner. During his tenure, he expanded national distribution, modernized manufacturing, broadened the product range, and developed advertising intended to make Pace a nationally recognized brand. Campbell Soup Company acquired Pace Foods in 1995 for $1.115 billion. The brand's portfolio developed from its original medium Picante Sauce into mild and hot versions, followed by chunkier salsa products. Later offerings included specialty salsas such as Salsa Verde, Pico de Gallo, cheese-based salsa, fruit-and-chipotle combinations, and black bean and roasted corn varieties. Pace therefore occupies a position between traditional condiment brands and convenient packaged Mexican-inspired foods, emphasizing pepper flavor, heat choices, recognizable vegetable ingredients, and ready-to-serve convenience. It remains best known for Picante Sauce and salsa products sold through the United States grocery and foodservice markets.

David Pace founded the business in 1947 after working in syrups, jams, jellies, and other condiments. He and Margaret Pace operated from a small rented production space before developing a jalapeño, onion, and tomato sauce that David named picante sauce. The recipe was refined over several years, while early sales efforts targeted restaurants and local consumers. The business originally offered dozens of condiments, but growing demand led it to concentrate on picante sauce. A production facility was built in 1951 with the assistance of a loan from Margaret's mother. Pepper procurement became central to the company's operating model. After unsuccessful attempts to grow jalapeños independently, Pace purchased peppers from farmers and later sourced them from different regions as harvest seasons changed. The company subsequently developed its own pepper seeds. Ownership passed from David Pace to Margaret Pace in 1977. In 1982, Margaret sold the business to her daughter Linda Pace and Linda's husband, Christopher “Kit” Goldsbury. Following their divorce, Goldsbury acquired Linda's stake in 1989 and became the sole owner. He expanded the company's distribution, invested in manufacturing modernization, broadened the product portfolio, and promoted the brand nationally. The core product range developed from the original medium Picante Sauce. Mild and Hot varieties were added in 1981, and a thicker, chunkier product introduced in 1989 later became known as Chunky Salsa. In 2008, Pace entered a broader specialty-salsa segment with products including Salsa Verde, Pico de Gallo, Mexican Four Cheese Salsa Con Queso, Pineapple Mango Chipotle Salsa, and Black Bean & Roasted Corn Salsa. Additional fire-style mango-habanero and chipotle-jalapeño products followed in 2014. Campbell Soup Company purchased Pace Foods in 1995 for $1.115 billion. The acquisition preserved Pace as a recognizable branded salsa business within a larger packaged-food company. The brand's historical identity continues to rest on jalapeño-based sauces, multiple heat levels, shelf-stable packaging, and broad use with snacks and prepared meals.

• 2014

  Fire specialty salsas added

  [1]Pace Foodsen.wikipedia.org

  Pace adds Fire Mango & Habanero Salsa and Fire Chipotle & Jalapeño Salsa.

• 2008

  Specialty salsa line launches

  [1]Pace Foodsen.wikipedia.org

  Pace introduces several specialty salsas, including Salsa Verde, Pico de Gallo, and fruit- and bean-based varieties.

• 1995

  Acquired by Campbell Soup Company

  [1]Pace Foodsen.wikipedia.org

  Campbell Soup Company acquires Pace Foods for $1.115 billion.

• 1989

  Chunky product introduced

  [1]Pace Foodsen.wikipedia.org

  Pace introduces a Thick & Chunky product, later marketed as Chunky Salsa.

• 1989

  Kit Goldsbury becomes sole owner

  [1]Pace Foodsen.wikipedia.org

  After divorcing Linda Pace, Goldsbury purchases her interest and assumes sole ownership.

• 1982

  Ownership passes to Linda Pace and Kit Goldsbury

  [1]Pace Foodsen.wikipedia.org

  Margaret Pace sells the business to her daughter Linda Pace and son-in-law Christopher “Kit” Goldsbury.

• 1981

  Mild and Hot varieties are introduced

  [1]Pace Foodsen.wikipedia.org

  Pace expands beyond its medium sauce with Mild and Hot Picante Sauce varieties.

• 1977

  Margaret Pace takes ownership

  [1]Pace Foodsen.wikipedia.org

  David Pace sells the company to his former wife, Margaret Pace.

• 1951

  Production facility expansion

  [1]Pace Foodsen.wikipedia.org

  The company expands beyond its early small-scale premises and builds a production facility with financing support from Margaret Pace's mother.

• 1947

  Pace Foods is founded

  [1]Pace Foodsen.wikipedia.org

  David Pace establishes the business and develops the jalapeño-, onion-, and tomato-based sauce later marketed as Picante Sauce.

A mainstream American packaged-salsa brand built around jalapeño-based flavor, selectable heat levels, shelf stability, and convenient use with Mexican-inspired meals, snacks, and restaurant-style dishes.

• Picante sauce · 1947

  Original Picante Sauce

  The product that defines the Pace brand, made around the company's characteristic combination of jalapeños, onions, and tomatoes. It was originally sold as a medium-heat sauce and is intended for use as a dip, topping, cooking ingredient, or accompaniment to Mexican-inspired dishes.

• Picante sauce · 1981

  Mild and Hot Picante Sauce

  Heat-level extensions introduced to make the core sauce accessible to consumers with different spice preferences. The Mild and Hot versions broadened the original medium-centered range and helped establish heat choice as a central part of the brand's shelf presentation.

• Salsa · 1989

  Chunky Salsa

  A thicker, more visibly textured salsa line descended from the Thick & Chunky product introduced in 1989. It extends Pace beyond pourable picante sauce and emphasizes pieces of vegetables and a more substantial dip or topping texture.

• Specialty salsa · 2008

  Salsa Verde

  A specialty salsa built around jalapeños and pieces of tomatillo, with lime and smoked Spanish paprika used for additional acidity and smoky seasoning. It represents Pace's expansion into flavor profiles beyond its original red tomato-based sauce.

• Specialty salsa · 2008

  Pico de Gallo

  A specialty product modeled on pico de gallo, combining jalapeños, onions, diced tomatoes, and cilantro. Its ingredient profile is designed to evoke a fresher, chunkier style of salsa within a packaged format.

• Cheese salsa · 2008

  Mexican Four Cheese Salsa Con Queso

  A cheese-based dip combining Monterey Jack, Cheddar, Asadero, and Queso Blanco with jalapeños, red peppers, and onion. The product broadens the brand into warm or ready-to-serve cheese-dip occasions.

• Specialty salsa · 2008

  Pineapple Mango Chipotle Salsa

  A medium-heat specialty salsa pairing pineapple and mango with chipotle in adobo, tomato, garlic, onion, and smoked jalapeño flavors. It combines fruit sweetness with smoke and moderate heat.

• Specialty salsa · 2008

  Black Bean & Roasted Corn Salsa

  A more substantial salsa combining black beans, fire-roasted corn, red peppers, lime, and chipotle seasoning. Its composition positions it as both a dip and a topping or ingredient for prepared foods.

• Specialty salsa · 2014

  Fire Mango & Habanero Salsa

  A hotter specialty salsa introduced as part of Pace's later fire-oriented range, pairing mango with habanero heat.

• Specialty salsa · 2014

  Fire Chipotle & Jalapeño Salsa

  A fire-style salsa combining chipotle and jalapeño peppers to emphasize smoky and direct pepper heat.

• Restaurant sampling and table promotion

  United States

  David Pace promoted the sauce directly to restaurants by serving it with meals and leaving samples for diners and restaurant owners. The approach functioned as an early product-demonstration and word-of-mouth campaign.

  Outcome. The sampling approach helped introduce Pace Picante Sauce beyond its initial local market.

  Source
• National brand expansion under Kit Goldsbury

  United States

  During Kit Goldsbury's ownership, Pace invested in national distribution, manufacturing modernization, broader product offerings, and new advertising intended to build a national consumer brand.

  Outcome. Pace became a nationally distributed salsa and picante-sauce brand before its acquisition by Campbell Soup Company.

  Source

• 2014

  Add fire-style specialty salsasProduct launch

  Background

  The specialty portfolio provided a platform for stronger heat and bolder flavor combinations.

  Action taken

  Pace introduced Fire Mango & Habanero Salsa and Fire Chipotle & Jalapeño Salsa.

  Aftermath

  The range gained additional products centered on habanero, chipotle, and jalapeño heat.

  Source

• 2008

  Enter the specialty-salsa segmentProduct launch

  Background

  Pace's established red picante-sauce portfolio was supplemented with an opportunity to serve consumers seeking more varied ingredients and flavor combinations.

  Action taken

  The brand launched specialty products including Salsa Verde, Pico de Gallo, Salsa Con Queso, Pineapple Mango Chipotle Salsa, and Black Bean & Roasted Corn Salsa.

  Aftermath

  Pace broadened its range beyond the original sauce format and heat-level variants.

  Source

• 1995

  Sell Pace Foods to Campbell Soup CompanyM&A

  Background

  After years of national expansion under independent ownership, Pace became an acquisition target in the packaged-food sector.

  Action taken

  Campbell Soup Company acquired Pace Foods for $1.115 billion.

  Aftermath

  Pace became part of Campbell's branded food portfolio while continuing as a salsa and picante-sauce brand.

  Acquisition price. $1.115 billion (1995)

  Source

• 1989

  Introduce Thick & ChunkyProduct launch

  Background

  Pace sought to extend the core sauce business into a more textured salsa format.

  Action taken

  The company introduced Thick & Chunky, later renamed or marketed as Chunky Salsa.

  Aftermath

  The product expanded Pace's presence in the thicker salsa segment.

  Source

• 1981

  Add Mild and Hot Picante Sauce varietiesProduct launch

  Background

  The original product was sold as a medium-heat sauce, limiting the range of heat preferences served by the brand.

  Action taken

  Pace introduced Mild and Hot varieties alongside the original sauce.

  Aftermath

  The brand created a broader heat-level architecture for its core product line.

  Source

• 1951

  Expand manufacturing capacityStrategy

  Background

  Demand for the sauce increased while the business was still operating from a small rented production area.

  Action taken

  Pace expanded and built a dedicated production facility.

  Aftermath

  The investment supported larger-scale production and subsequent geographic growth.

  Source

• 1947

  Develop and commercialize picante sauceProduct launch

  Background

  David Pace was operating a broader condiment business when he identified Mexican-style picante sauce as a promising product opportunity.

  Action taken

  He refined a jalapeño, onion, and tomato recipe and launched it as Picante Sauce.

  Aftermath

  The sauce became the company's central product and eventually defined the Pace brand.

  Source

1. 1Pace Foodsen.wikipedia.org