Rao’s Homemade to Open Winery-Like Pop-Up


Rao's Homemade, maker of Italian pasta sauces, frozen entrees, soups and pastas and part of the Sovos Brands portfolio, will open its first pop-up consumer experience in New York on April 22. The Saucery by Rao's Homemade is an exclusive three-day marketplace where visitors can sample and purchase the brand’s wide assortment of sauces and bronze-cut pastas (i.e., pasta extruded through bronze dies), explore freshly grown produce and Italian herbs used in traditional Italian cooking, and enjoy wine pairings.

“Much like a winery, The Saucery by Rao's Homemade will honor the ingredients and process of creating a perfectly balanced, delicious pasta sauce, and we hope consumers leave with more knowledge and even more love for our brand," said Risa Cretella, executive vice president, group general manager for Rao's Homemade, in a news release.

To celebrate the opening, Rao's again tapped the star power of actress and foodie Busy Philipps to develop an exclusive "Saucery" recipe. Consumers can learn more about the inspiration for the recipe and purchase ingredients at The Saucery.

"This is the second time the brand and I have come together for a delicious partnership, and I can't wait for everyone to visit the pop-up and try out all of the amazing products the brand has to offer," Philipps said in the release. She added: “Everyone will get a behind-the-scenes look at the fresh ingredients that make the brand so beloved" at the Saucery.

In addition to the full Rao's Homemade product portfolio, which will be available for 15% off the original price, the pop-up will also offer items from the Rao's Homemade limited reserve collection, an exclusive line made using “the finest ultra-premium Italian ingredients,” according to the release. The line’s offerings include white truffle marinara and Ligurian olive oil, to name two. Shoppers can also purchase unique, luxury merchandise such as rose gold "Saucy" jewelry and rhinestone-encrusted sauce jars that are exclusively sold at The Saucery by Rao's Homemade.

Those not based in New York can experience the virtual Saucery, which goes live on April 20. The fully rendered virtual experience with a 360-degree view of the pop-up. Visitors can also purchase Rao's Homemade products directly on the site.

Additionally, a sweepstakes awards a trip to New York to visit The Saucery. Entry is on a dedicated web page within the brand’s website. The winner receives a $600 shopping spree at the pop-up.

The Saucery by Rao's Homemade will donate 100% of all proceeds to Jersey Cares, a local nonprofit and longtime partner of Rao's that is dedicated to recognizing community-identified needs and leading change by organizing various events, collection drives and other volunteer opportunities.

"Rao's Homemade has been an incredible partner to Jersey Cares, starting with the #Sauce4Cause program in 2020," said Michelle Dee, chief operating officer at Jersey Cares, in the release. "We are thrilled to continue our partnership on an even larger scale with the opening of The Saucery by Rao's Homemade."

People can now reserve their spot to visit The Saucery, which is located in the New York’s Soho neighborhood. Admission is free for all, but guests must sign up for a times lot ahead of time.