beverage and consumer product entrepreneurs and professionals that i get to meet and to have them share their tales and stories with you so today i am really pleased to be able to have as our guest here  chef ito shapira who is the creator of ito's sauces and who i have personally had the opportunity to see him bring this product as an idea in his head to fruition and out into the stores so without further ado i'm very pleased to introduce you to chef you know here today is my guest so welcome to food pillorying brink you very much you're very welcome and so looking forward to learning more about your story and sharing it with our our viewers here today so you actually have a very interesting background because you're not originally from here you're originally from israel you've had a great career there in catering he landed up here in new jersey and run this very successful restaurant in cape may and from all of this wonderful stuff you've been doing has been the creation of chef ito sauces that launched actually this year so why don't you tell us a high school ok and when i worked in cape may for about ten years ok and i became the restaurant owner right hand man a in addition to we closed that i felt that it was a pity that both my partner nine had a great deal of knowledge that is all basically going to waste i mean this is we worked on it for on this project for twenty years and wow that's a long time and then after twenty years it just disappears although i felt that always there is every person has secrets within themselves that using the sauces in the menu it's handed italian with a train in a restaurant coastal italian and we're using the sauces and people were very pleased with them and not only   certified by what's called the scheduler process which is a former a agreements with the laboratory of the processes that need to be followed in order for it to be a safe product to also went to new jersey small business administration and i was assisted by them to write a business plan and then you have to do financial peace and that is a huge piece of it because the money flies out like like there is no yesterday water and you need to bring the money and it's very difficult to bring the money in and people say oh yes with an order your product it's wonderful and you never hear from them and it's not because they're bad people it's because they have their own circumstances and their own deadlines and their own goals and their own slight chance of success and i'm still hoping i'll have that chance you know i'm sure you well because you really laid a good foundation for success with what you've done with these sauces i hope so yeah the it's got the right ph and is still a very hot temperature these are the only two preservatives that are in here i do not use corn syrup they use sugar cane and actually this are we are marinate so yeah so there verse in usage that i really do believe that there is a message here yeah first it's very easy it's using products that doesn't have all these terrible things that a lot of products do have think keeping with your training as a chef i mean you've been making all these healthy meals and things like that yes but listen i use in the kitchen things that i would not consider  it's very clear and you've come up with some really great like just to show the audience hears it or came up with a lot of lovely recipe chords that he gives out i guess these are available in some of the stores where is we try to a man on a mission so when i met you you had this window of time where you were like so determined to launch your product because as a chef think in cape may  you know it's a very seasonal business down there where you're working and then you actually have a big part of time when you had time off before the season started again and you were so oh determined that this thing was going to get done and you did absolutely did it and you worked your butt off i mean i have to say and you know you did everything that needed to be done you were very open to hearing the thoughts and inputs from people you were living out of your car driving up and you know finding all to million much better place for production and i think i think the mayor koch one just said you know the difference between an american breakfast between the chicken and the ok it's i invested the money invested the time but my time and my money are not limited to longer it takes the more money takes the longer it takes i'm going to lose my ability to work with it more but i'm glad i got done what i did get them i think it's impressive when you've got a short window and you even were able to meet and the criteria to be able to exhibit at the fancy food show this year is such a new company well because there are so for the benefit of our audience because some of our viewers may not be aware the fancy food show it's twice a year and sheffield exhibit the one that in new york city this past june and it is on the east coast the largest gathering of specialty food manufacturers distributor and subsequently all the buyers and the situation makers that flock to this across the country for for several days so to be able to get in front of literally thousands of potential people to look at your product and then be able to follow up and land new stores and potentially chains of stores is really exciting it's a lot of things and what it boils down to it and it's of money it's all money and you better be ready to spend in order to make a calculat gamble both your own future yeah and that's what it is it's a calculated gamble because you don't know if it will be successful or not you could have been doing everything right and you could have pressed yourself the best way but this is not what people want to buy now and you have to be ready for this answer we have to be adaptable and amble and there's a lot of things that can affect even your price point for example you're using ready for that mentally you know it's i guess you see your warehouse full of jars you know and you're thinking to yourself i'm going to make a lot of money from this wrong wrong you're giving some of our audience because reality check the label with the content then through a more expense and in these things are part of what makes the company or what destroys the company and you hope that it will not destroy you and sometimes i listen for the wrong people but most of this time i felt that i was listening to the right people ok so when i do my my my when i reflect about the process that's to that area and i think that that can work out well for us wonderful and will soon fall in our remaining time tell the audience what your website is and they can buy online right no no sauce is an anomaly in this lineup it's completely different flavor because of the horseradish and it's also a very special product so i want to separate it from the sauces in order to give the right stage for the