Progresso emerged from the merging of two prominent Italian importing companies in New Orleans, Louisiana.[1] In 1925, Vincent Taormina, who had traveled east to start a tomato importing business, and Giuseppe Uddo merged their companies. Vincent's family owned the "Taormina Brothers Grocery" of New Orleans, Louisiana. Frank had emigrated from Italy and joined his cousin Vincent in the venture.
They were so successful selling tomatoes that they sold more orders than they could fill and needed funds to set up the infrastructure for a larger canning operation. Giuseppe Uddo, who had already established a national canning operation, brought the Taorminas on board to form a new merged company. The resultant company was "The Uddo and Taormina Corporation" and they created the Progresso label,[1][2] specializing in canned Italian food products, which became mostly soup, olive oil, tomatoes, spaghetti, ravioli and beans, sold since 1949.
A can of "Steak and Roasted Russet Potatoes" ready to be heated on the stove
Market strategy
For the last 20 years, Progresso soup has been seen as an upmarket alternative to market leader Campbell and as a meal replacement. Originally, Progresso cans were both larger than Campbell's cans and came "ready-to-heat" rather than being condensed, and these characteristics helped them attain popularity before Campbell's released the competitive and similar "Chunky" line of products.
Campbell's Soup Company has since produced several lines of ready-to-eat soups in reaction to Progresso's innovations. [citation needed]
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