Jennifer Kern
Staff Writer

Morenoís Authentic Mexican ChilÈ has been a long time in the making.

Developed by Pam Brooks, of Forest Lake, the idea for her chilÈ sauce was first cultivated when she was a little girl. Pam recalls her mother constantly cooking with and serving the homemade sauce.

ìGrowing up in my house, we always had hot sauce,î she explained. ìIt was like ketchup.î

As an adult, Pam retooled the recipe to suit her tastes and the tradition has continued in her own household. Her daughter makes spaghetti with the sauce at college.

ìMy husband, Jeff, uses it on pizza,î said Pam.

Mass production

Over the years she has considered marketing the sauce, but it wasnít until last year that she took the notion seriously.

In December, Brooks was laid-off from her job and she considered the experience as a sign that she should move forward with marketing the sauce she coined after her maiden name, Moreno.

With the help of Jeff, who specializes in advertising, the pair further developed the product.

ìHe helped me with my labels, business cards and website,î mentioned Pam.

By July, Morenoís Authentic Mexican ChilÈ had been placed in its first store; Marine General Store in Marine on the St. Croix. Since then, the sauce has been added to four additional stores.

In August, Pam was notified that a store chain was looking to carry her product as well.

ìThe Kowalski Markets have already expressed interest,î she said.

Along with working with stores, Pam has also set out to publicize the sauce on her own.

Last spring and summer, she sold the sauce with chips at her sonís Forest Lake High School baseball games. The proceeds from the sales went to the school district and the effort gave Pam an opportunity for others to try her sauce.

versatile sauce

She also continues to hold demonstrations at all the stores she sells at.

Pam describes Morenoís Authentic Mexican ChilÈ as ìpureed, not chunkyî and ìa chilÈ, not salsa.î She said it has a tomato sauce base, which is good for cooking.

ìItís not just another chunky salsa out there, itís different,î Pam stressed.

At her demonstrations, she encourages people to try samples of the sauce and sometimes they initially resist.

ì(But then) they taste it and all of the sudden theyíre grabbing a jar,î noted Pam.

Along with its unique taste, she also said the sauce has versatile uses.

Whether basting it over meats, serving it over eggs or simply having it on hand for chips and dip, Pam believes the chilÈ sauce is a great choice for many occasions.

To stress that point, she has also attached recipe and toppings ideas to each 16 oz. jar.

ìBeing that it is such a different type of sauce, you need to know how to use it,î Pam explained.

A dream come true

Along with Marine General Store, Morenoís Authentic Mexican ChilÈ is sold at the following locations: Market Place in Forest Lake, Brinks Market in Chisago City, Lindstrom Foods in Lindstrom and Jubilee Foods in Becker.

Pam is elated that her homegrown business has expanded so quickly and is looking forward to what is in store for Morenoís Authentic Mexican ChilÈ.

ìWhat a fun adventure this has been,î she said, ìIt is like a dream.î

Though the website is currently under construction, more information will be available on the product at www.morenoschile.com. Pam may also be contacted at brooksnumberfive@aol.com

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Forest Lake Times
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