Food Entrepreneur Creates Line of Wine-Based Seasonings

After more than a year of product & brand development Ken Medei of Melbourne, Florida, has officially launched a line of wine-based seasonings/rubs under his brand, Wine It®.

Medei has been in the specialty food business since 1990, when he launched a line of premium pasta sauces, Medei Cuisine, in Schenectady, New York. After selling the brand in 1994, he has worked with a variety of specialty food companies to assist them in packaging, new product development, distribution and even celebrity licensing, which included the launch of the Emeril’s brand of consumer food products in 2000.

But, deep down, Medei always wanted to create another line of specialty food products as long as they were not me-too items. Says Medei, “For example, in 1990, premium pasta sauces were rare in the marketplace so I had a niche back then.” Today, of course, there are many excellent pasta sauces in the marketplace, and there’s also a wealth of other specialty food products. Medei wasn’t interested in a product that wasn’t unique and relevant as well as high-quality. “I would joke that the only way I would do another sauce or other food product is if it cured baldness or had a Viagra effect,” he said.

He started thinking about the possibility of creating a seasoning mix. But, there was still the rub that the marketplace is crowded. “With so many seasonings and rubs available to shoppers, many of which are outstanding, how could I stand out among such a crowded field?” he said.
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Enter wine. When Medei came across wine powders during his ingredient research he experienced the proverbial light-bulb moment and immediately knew where he was going with this venture, he said. He references the continued growth and popularity of wine over the last 20 years. “Since so many of us drink wine, gift wine, dine with wine and, yes, cook with wine, I simply felt that this has the potential to be quite exciting,” said Medei.

He likes the way that red wine’s complex flavors and subtle acidity brighten up and enhance the flavors of food. By using a high-quality wine powder from Europe along with other ingredients such as porcini powder, garlic, butter and many other ingredients he came up with his first four Wine It products: T.A.P., an all-purpose blend, Savory Steer for beef, Here Chicky Chicky for poultry and Sooey! for pork. He is currently creating new blends to be launched later this year along with another line of pasta sauces and other products. “I am so excited for my customers to use Wine It and to simply have fun in the kitchen with their family and friends,” he said.

His marketing plan for Wine It Foods involves both online sales to consumers and direct to specialty food retailers around the country. For more information about Wine It Foods, visit www.iwineit.com.