(From left or right) Dean V., Melanie D., Christina G., Rebecca P., Amanda H., Jennifer V., Frank G., and Randy S.
Twenty-five years ago, Houston’s and Torani embarked on the beginning of a long-standing business partnership that has brought ample success and growth to both companies. As one of our top vendors, the Torani management team genuinely understands Houston’s business model and the benefits we provide not only to our customers but to our vendors as well.
After visiting family in Lucca, Italy, Ronaldo and Ezilda Torre returned home to San Francisco, and brought with them hand-written recipes for authentic flavored syrups. Using these recipes, they created Italian Sodas for their neighbors in the North Beach area. With the success of the flavored sodas, Torani was officially launched in 1925 with just five syrup flavors including the tart but sweet citrus flavor, Tamarind. The syrups were later used in bars as liquor flavorings and in the 1980’s to create the first-ever flavored latte, which helped propel Torani into the coffee market and helped to establish their global presence.
Touring the Torani plant
In August of 2017, members of our management team were invited to visit Torani HQ and tour the manufacturing facility and warehouse space. The employee-oriented, family-like culture is immediately apparent, and the bright colors of the office space enhance the high-energy atmosphere. Melanie Dulbecco, Torani’s CEO, describes the company’s culture and business approach as a 92-year old startup, “We’re constantly innovating and growing.” With three automated production lines complete with palletization, Torani’s San Francisco facility runs a very efficient ship. Fresh product is trucked down the street to a newly acquired warehouse space, which is utilized in conjunction with Houston’s and another third party warehouse facility in Texas to house product used to service customers within the U.S.
Dulbecco recalls Torani’s growth through Cash&Carry utilizing our Merchandising Department, “Out real estate with the stores went from a few shelves to half an aisle, seemingly overnight.” With their product now occupying a minimum of 32-feet of shelving space in most Cash&Carry stores, the effects of Houston’s services are evident as Torani’s sales are three to four times higher in stores that our team merchandises.
Christina G. and Rebecca P. at the annual Italian Heritage Parade in San Francisco
Torani’s team is on top of industry trends and constantly working towards developing the next new taste or sensory experience that’s worth sharing in today’s digitally connected society. With research showing younger consumers prefer fanciful flavors, a la Starbucks’ Unicorn Frappe, the food and beverage industry is not exempt from trends starting and going viral on social media. Torani is aware of this, and has invested efforts in their own social media platforms as well as in Research & Development.
To recognize and celebrate our 25 years of partnership, Rebecca Phillips and Christina Graiff joined Torani in their annual appearance in San Francisco’s Italian Heritage Parade. Complete with choreographed dance moves, a decked-out trolley car, 8-foot inflatable Torani bottle, blaring music, candy being handed out to the crowd, and more than 100 Torani employees and their families all donning the same branded red shirt – the level of participation and camaraderie amongst Torani employees is nothing short of inspiring. The parade route travels through the heart of “little Italy,” where restaurant move tables our onto the sidewalk and street, reserving space months in advance just for the parade. All of San Francisco seems to get involved, with one of the highlights of the day being the performance by the Blue Angels
Houston’s looks forward to many more years of partnership with Torani, as we continue to grow and find mutual success in the foodservice and coffee industries!
