What is 'Chups?
Love it or hate it, tomato ketchup has a place in nearly every restaurant and pantry in America. This iconic sauce has seen little change over the last 150 years ... until now.
Our line of fruit ketchups feature five original flavors: cherry, blueberry, peach, mango, and plum. Each variety has the same tangy and sweet zip of tomato ketchup, but offer a much wider range of food pairings for all occasions.
So what makes 'Chups, ketchup? (And no, it ain't jelly!)
Tomatoes are only one ingredient in ketchup. Its flavor is also defined by other ingredients such as vinegar and spices. We leave the tomatoes OUT and make 'Chups with different fruit bases, combined with our own blend of vinegar, spices and other natural ingredients.
'Chups are really quite simple, yet introduce your taste buds to a world of wallop you never knew existed!
The purpose of the ketchup revolution is threefold:
1. To introduce new varieties of ketchup into a market dominated by tomato-based products.
2. To broaden the scope of ketchup usage and highlight its pairing with a variety of foods.
3. To celebrate the history of ketchup while bringing "new" varieties back to the forefront of America’s food culture.
Where The Money Will Go?
The funds raised will allow us to take the 'Chups operation to D.C.’s local food incubator, Union Kitchen. Due to D.C. food regulations, all consumer food products must be produced in commercial and licensed kitchens; something that can cost upwards of $50,000. But thanks to Union Kitchen, we're able to bring ‘Chups to “fruit-ition” if we meet our goal.
Not only will Union Kitchen provide us with a space to produce 'Chups, but their community and knowledge in the industry will be invaluable to growing 'Chups as a brand.
We first plan to supply restaurants, caterers and local retailers with our products. Mobilizing the knowledge and passion of those in the food industry will help spread 'Chups varieties to the world.
Targeting the DMV area first:
- 200+ "American" restaurants
- 300+ grocery stores/specialty food markets
- 50-75 caterers
We already have early interest from a few local operations and we plan to hit the ground running as soon as we are in our new space!
Why You Should Support 'Chups
- We REALLY believe in 'Chups. We have spent over a year researching the market and developing our recipes. We've adjusted and finalized our business strategy and are highly motivated to see our products succeed.
- To honor ketchup's history! If you look up the history of ketchup, it didn't even start as a tomato sauce. Ketchup originated in Asia hundreds of years ago as a pickled fish sauce! Mary Rudolph, relative of Thomas Jefferson (the quintessential revolutionary), wrote The Virginia Housewife cookbook and included walnut and mushroom "catsup" recipes. While we're leaving out the fish (for now), we feel it's time to honor tradition and enjoy ketchup as it should be - in a variety of flavors.
- It's one of the first of its kind. Be a part of a REVOLUTION. Fruit ketchup is not a new product, but making it widely available to the public is a whole new concept. 'Chups is cutting edge and YOU can be an early adopter.
- The market is ready. To put it in more modern terms, condiments are so hot right now. But ketchup still has yet to ... catch-up. And while there are newer, artisanal ketchups out there, they are all tomato-based.
- Ketchup needs a comeback. Similar to our previous point, ketchup has fallen a bit behind in our modern food-crazy culture. According to recent food surveys, mayonnaise has taken over as our country's #1 condiment. (It's those dang tomatoes again!) What better way to bring America's TRUE favorite condiment back than by giving it a makeover.
- Good old-fashioned health reasons. No HFC over here, folks. We use whole, natural ingredients.
- Versatility. Ketchup rarely gets its due as a sauce that can be used for much more than a burger-enhancer or french fry after-thought. What makes French dressing so good? Yeah. KETCHUP. 'Chups takes this belief even further, as we make it our mission to highlight delicious recipes and new food pairings that you might never have imagined.
(A note about rewards: backer levels do not reflect our anticipated market price of 'Chups. Backer level prices also account for shipping, service costs, as well as room for us to use goal money towards moving into Union Kitchen.)
'Chups Jars (6 ounces): Not only are their contents delicious but 'Chups jars look pretty on your table too! The Gift Pack includes a ramekin, tasting spoons, recipes and more.
Sample Pack: A box of all 5 of our sample sizes (1.25 ounces). They're super cute.
Limited Edition T-shirt: mock coming soon!
Launch Party: We will throw a launch party in the DC area sometime this spring with food, drinks and fanfare included! Choose a backer level that includes party invitations and we'll keep you updated on dates and developments.
Your Own Specialty Batch of 'Chups: Complete with custom labels. We will work with you to develop your own 'Chups flavor, perfect for weddings, parties, or to hoard in your cabinet!
Spring Branch Farm: Experience what we like to call "farm magic". Set in the beautiful Blue Ridge Mountains, Spring Branch Farm has been in the Wallace family for 50 years, when Matt's grandfather bought a parcel of land in Fincastle, Virginia (20 mi. north of Roanoke) with a vision to create a gathering place for friends and family. The farm continues to be a place of food, fun and jovial gathering, as well as a source of much inspiration to Matt and Kori. Now, we'd like to share it with you!
Should you choose our most exclusive rewards, we will welcome you at Spring Branch Farm and provide you with inn-like service. We will arrange all meals to your specifications featuring our latest creations using 'Chups. We will also arrange a day trip to local rivers, historic sites, and anything else you would desire as our most generous supporters! (House sleeps 8 comfortably, with 3 bedrooms, 3 full baths, and 2 sleeping lofts. We will work with you to find a weekend that best fits your schedule).
Read more about the Wallaces and the story of 'Chups or check us out on social media.
Risks and challenges
Our biggest challenge will be attempting to change people's current ketchup habits, which is to reach for the familiar red bottle. To the general population, fruit ketchup is a brand new concept and one that takes a bit of explaining.
That is why our strategy will be to mobilize chefs and retail outlets. Beyond their own curiosity, consumers trust culinary experts to introduce them to the latest and greatest flavors. We believe that by introduction via the food industry, consumers will begin to see how fruit ketchup can be utilized and what they are missing out on when they only rely on tomato.Learn about accountability on Kickstarter
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