Building a Business for the Life You Want with Jar Goods

This is episode 21 of the Better Food Stories interview series, which includes conversations with the entrepreneurs behind some of today’s newest and most innovative food brands.


Photo courtesy of Jar Goods

Photo courtesy of Jar Goods

Melissa Vitelli had a successful career in New York’s fashion scene when she found herself looking for a way to decompress from the hustle and bustle of the city. 

As she began enjoying more time enjoying nature on the quieter side of New York state, she got into vegetable gardening. And, the closer she got to her food, the more Melissa began thinking about entrepreneurship and self-sufficiency. That’s when she decided she wanted to rewriter her narrative and become a food entrepreneur. And, that’s where her company Jar Goods was born.

Laura and Melissa Vitelli

Laura and Melissa Vitelli

Jar Goods creates authentic, clean label tomato sauces made with sweet, vine-ripened tomatoes and NO artificial flavors, colors or artificial preservatives.

In my conversation with Melissa, you’ll learn: 

  • How she was inspired to create a food product she calls, “joy in a jar”

  • How building a passionate tribe is crucial in the food business 

  • How to create a strong brand story buyers will resonate with

  • And, of course, what goes into making a really great tomato sauce. 

Click the link above to listen to my entire interview with Melissa. And, sign up to the mailing list at if you want to get new episodes of the Better Food Stories interview series delivered straight to your inbox

Adria Greenhauff