DiNapoli

What DiNapoli does

DiNapoli (legal name DiNapoli Tomatoes) is a family-owned and operated tomato processor founded in 1938 and headquartered in California (Los Gatos area, 408 area code). The company sources vine-ripened, California-grown tomatoes and produces a range of Italian-style canned and packaged tomato products including whole peeled, diced, chopped, stewed, ground, crushed, concentrated, and fire-roasted tomatoes, along with pizza sauces, pasta sauces, tomato paste, catsup, and chili sauce. Its processing approach is conventional: washing, sorting, peeling, chopping, concentrating, and packing into cans or bag-in-box (BIB) formats, with a registered sub-brand called "Simply Red" covering a portion of the peeled and diced tomato line.

The business operates two customer segments. The primary segment is foodservice — restaurants, pizza shops, and food service operators purchasing bulk products in formats such as 6/#10 cans, 6-10 bags per case, and 24/14oz options — with sample requests funneled through the company website. The secondary segment is retail/consumer, offering fire-roasted diced tomatoes, crushed tomatoes in puree, and San Marzano style peeled tomatoes in consumer-friendly packaging. Distribution is direct-to-customer via the dinapoli.biz e-commerce storefront; no third-party retail, broker, distributor, or international channel relationships are disclosed. Pricing is quote-based and not publicly listed.

The company is privately held, bootstrapped, and free of disclosed institutional investors, with ownership and representation centered on the DiNapoli family (Rob DiNapoli is the named owner). Headcount is reported at 11-50 employees. There is no public revenue disclosure, no funding history, no M&A activity, no AI/ML capability surface, and no certifications or regulatory actions in the record. The business model is straightforward unit-sale of physical goods to two customer segments via a single domestic e-commerce channel.

Name

DiNapoli

Legal name

DiNapoli Tomatoes

Website

https://dinapoli.biz

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

11–50 employees

Short description

DiNapoli Tomatoes is a family-owned California tomato processor founded in 1938 that produces Italian-style canned and bag-in-box tomato products for foodservice operators and retail consumers, distributed exclusively through its own e-commerce website.

Ownership category

akta.pro rank

Product category

Processed Tomato Products

NAICS

Fruit and Vegetable Canning (311421), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941)

SIC

Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Ketchup & Tomato-Based Sauces Manufacturing (AFAKADAA)

akta.pro secondary industries

Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM), Pesto, Cooking Pastes & Concentrated Flavor Bases Manufacturing (AFAKADAN)

Keywords

• Canned tomato products
• Italian-style tomatoes
• Foodservice tomato sauces
• Pizza sauce manufacturing
• Bag-in-box tomato products

Headquarters

HQ city

Los Gatos

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Foodservice tomato products: Sale of processed tomato products in bulk foodservice packaging (cans, bags-in-box) to restaurants, pizza shops, and other food service operators. Products include peeled tomatoes, ground tomatoes, fire-roasted tomatoes, pizza sauces, pasta sauces, and condiments.
2. Retail tomato products: Sale of consumer-packaged tomato products through retail channels. Products include fire-roasted diced tomatoes, crushed tomatoes, and San Marzano style peeled tomatoes in consumer-friendly sizes.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

DiNapoli processes and sells California-grown, Italian-style tomato products — whole peeled, diced, chopped, ground, crushed, fire-roasted, pureed, paste, pizza sauces, and condiments — in two distinct formats. Foodservice customers receive bulk #10 cans and bag-in-box packaging for restaurant and pizzeria use, while retail consumers purchase 14oz/28oz packaged variants such as Fire-Roasted Diced Tomatoes, Crushed Tomatoes in Puree, and San Marzano Style Peeled Tomatoes direct from the company's website.

Product overview

DiNapoli Tomatoes is a family-run tomato products company established in 1938, offering Italian-style California-grown tomato products. The product portfolio consists of two main segments: Foodservice and Retail. Foodservice products include peeled tomatoes (San Marzano Style, Whole Peeled, Diced, Chopped, Stewed, Peeled Strips), ground and crushed tomatoes (Ground Peeled in Puree, Concentrated Crushed, Extra Heavy Puree), fire-roasted tomatoes, pizza sauces (Super Heavy, Extra Heavy, Fully Prepared with Cheese), and condiments (Tomato Paste, Catsup, Chili Sauce). The Simply Red® sub-brand provides a premium line of whole peeled and diced tomatoes. Retail products include Fire-Roasted Diced Tomatoes in Juice, Crushed Tomatoes in Puree, and San Marzano Style Peeled Tomatoes. Products are available in both traditional canned formats and bag-in-box (BIB) packaging for foodservice operators.

Differentiator

Problem solved

Functional benefit

Brands

• Simply Red: A sub-brand product line featuring whole peeled tomatoes, diced tomatoes, and related products prepared from mature vine-ripened tomatoes with bright red tomato juice as packing medium.

Products and services

• San Marzano Style Tomatoes Italian-style peeled tomatoes for foodservice made from mature, vine-ripened pear tomatoes with salt and fresh basil leaves, using double-concentrated topping juice for rich tomato intensity.
• Peeled Tomato Strips Peeled tomato strips prepared from mature, vine-ripened tomatoes for foodservice operators.
• Diced Tomatoes in Juice Diced tomatoes in bright red tomato juice, prepared from mature vine-ripened tomatoes with salt, calcium chloride, and citric acid as processing aids.
• Chopped Peeled Tomatoes Chopped peeled tomatoes prepared from washed, sorted, and peeled mature vine-ripened tomatoes for foodservice use.
• Stewed Tomatoes Stewed tomatoes prepared from mature vine-ripened tomatoes for foodservice use.
• Whole Peeled Tomatoes Whole peeled tomatoes in juice prepared from mature vine-ripened tomatoes with salt added for flavor, for foodservice operators.
• Peeled Tomato Strips (BIB) Peeled tomato strips packaged in bag-in-box (BIB) format for operator-friendly use in foodservice.
• Ground Peeled Tomatoes in Puree Ground peeled tomatoes made from mature vine-ripened tomatoes with a rich puree added, producing a texture and thickness ideal as a base for pizza, pasta, or salsas.
• Ground Peeled Tomatoes in Puree (BIB) Ground peeled tomatoes in puree packaged in bag-in-box (BIB) format, providing the same texture as the canned version with operator-friendly packaging.
• Concentrated Crushed Tomatoes Crushed tomatoes concentrated to a thick consistency with coarse texture from seeds and peel, similar to Extra Heavy Pizza Sauce but without basil.
• Super Heavy Pizza Sauce with Basil Very viscous pizza sauce (similar to tomato paste) made by concentrating mature vine-ripened tomatoes with dried Mediterranean basil, featuring coarse finish with seed and skin particles.
• Extra Heavy Pizza Sauce with Basil Concentrated mature vine-ripened tomatoes with dried Mediterranean basil; high-yield pizza sauce without oil or seasonings, coarse finish with seed and skin particles.
• Fully Prepared Pizza Sauce with Cheese Service-ready pizza sauce made by concentrating mature tomatoes with salt, oil, special pizza sauce flavorings, and Romano Cheese blended into tomato base with authentic coarse texture.
• Simply Red Whole Peeled Tomatoes Simply Red brand whole peeled tomatoes in juice prepared from mature vine-ripened tomatoes with salt, calcium chloride, and citric acid as processing aids.
• Simply Red Whole Peeled Tomatoes with Basil Simply Red brand whole peeled tomatoes with fresh basil leaf added for flavor, packed in bright red tomato juice.
• Simply Red Diced Tomatoes in Juice Simply Red brand diced tomatoes prepared from mature vine-ripened tomatoes with salt, calcium chloride, and naturally-derived citric acid, topped with bright red juice.
• Fire-Roasted Diced Tomatoes in Juice (Retail) Red, ripe California-grown tomatoes roasted over open fire with natural hardwoods creating smoky flavors; ideal for soups, marinara, chili, or pizza toppings; 100% natural ingredients.
• Crushed Tomatoes in Puree (Retail) Crushed tomatoes in heavy puree made from mature vine-ripened tomatoes with salt added; characterized by small pieces of peeled tomatoes with hearty sauce appearance.
• San Marzano Style Peeled Tomatoes (Retail) Italian-style peeled tomatoes for retail prepared from mature vine-ripened pear tomatoes with salt and fresh basil leaves, packed fresh from California-grown tomatoes; Non-GMO.
• Extra Heavy Tomato Puree Extra heavy tomato puree made by washing, chopping, and straining vine-ripened tomatoes to a smooth finish, concentrated to 1.07 times the weight of water; suitable for pizza sauces, pasta sauces, and condiments.
• Tomato Paste Super concentrated tomato paste made from mature red tomato varieties at 24% Natural Tomato Soluble Solids, with bright red color and rich tomato flavor.
• Tomato Catsup Tomato catsup made from fresh tomatoes with sweet, spicy flavor profile and smooth, silky texture, Fancy Grade quality.
• California Fancy Chili Sauce Fancy chili sauce prepared by concentrating mature red tomatoes to thick consistency with sweet, spicy flavor and extra coarse texture; excellent base for Seafood Cocktail Sauce.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Heinz (Kraft Heinz): Global condiment giant producing ketchup, sauces, and tomato products at massive scale. Competes with DiNapoli's catsup and tomato sauce lines but as part of a vastly broader portfolio.
• Hunt's (Conagra Brands): Mass-market canned tomato brand owned by Conagra with deep national grocery distribution. Competes head-to-head with DiNapoli on shelf-stable tomato products but at vastly larger scale and broader portfolio.

Direct peers

• Muir Glen (General Mills): Premium California-grown canned tomato brand with both retail and foodservice distribution. Comparable in positioning around California-sourced, vine-ripened tomatoes, but operates at significantly larger scale as part of General Mills.
• Red Gold: Vertically integrated U.S. tomato processor producing canned tomatoes, ketchup, sauces, and juices for retail and foodservice. Comparable product mix to DiNapoli but at vastly greater scale with national grocery distribution.
• Contadina (Del Monte Foods): Established canned tomato and tomato sauce brand with broad retail and foodservice presence. Directly competes with DiNapoli in canned tomato paste, sauce, and peeled tomato categories.
• Stanislaus Food Products: California-based tomato processor focused on premium canned tomatoes and pizza sauces for the foodservice channel. Closest direct peer to DiNapoli given overlap in California sourcing, Italian-style positioning, and pizza operator customer base.
• Cento Fine Foods: Italian-American importer and brand of canned tomatoes, San Marzano-style tomatoes, and pasta sauces. Comparable to DiNapoli in Italian-style positioning and SKU breadth across canned tomatoes and sauces.
• Dei Fratelli: Family-owned U.S. tomato processor producing canned tomatoes, sauces, and juices for retail private label and branded channels. Comparable as a family-run tomato manufacturer with multi-channel distribution.

Emerging players

• Pastosa Ravioli: Regional Italian food manufacturer with branded tomato sauces and prepared foods. Comparable niche overlap in Italian-style tomato products but with smaller foodservice footprint.
• Rao's Made by Home Foods: Premium Italian sauce brand with strong DTC and retail growth in pasta sauces and tomato products. Comparable to DiNapoli in premium Italian-style positioning but more focused on sauces than canned whole tomatoes.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/dinapolitomato
• Facebookfacebook.com/dinapoli.tomatoes

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DiNapoli