UNH CEO Forum: Joe Faro, Tuscan Brands


Mar 13, 2014
08:00 AM


Joe Faro grew up appreciating the true artisan craftsmanship behind great food. Though he started working at his parent’s bakery as a child, it was at the University of New Hampshire that Joe's ambition surfaced. Deeply passionate about food and eager to put hisentrepreneurial skills to use, Joe entered the Whittemore School’s Holloway Prize Innovation-to-Market Competition for Joseph’s Gourmet Pasta and Sauce. Encouraged by winning second place in the competition and inspired to do even better, he continued to pursue his dream by working at catering and kitchen jobs during the day and perfecting his pasta and sauce recipes at night. Before long, he was distributing his samples to local restaurants and food venues, and the orders started pouring in.

By 2006, annual sales of Joseph’s Gourmet Pasta and Sauce had grown to $60 million and Joe sold the business to Nestlé Prepared Foods. After a brief two-day retirement, Joe was on to his next project, launching Tuscan Kitchen. A three-floor restaurant located in Salem, NH, Tuscan Kitchen is won Best of New Hampshire in 2012 and is recognized throughout New England for providing a gourmet artisan dining experience. At Tuscan Kitchen, guests can see their meal being created in the open kitchen, and chances are they'll catch Joe pouring wine for guests, scurrying back to the kitchen to pull bread out of the oven, then hustling back to the front of the house to greet a new customer.

No matter how much success he has already achieved, Joe’s personality drives him to continue creating and innovating. In October 2012 , Joe expanded his Tuscan village by opening the Tuscan Market, a 10,000-square-foot gourmet food emporium offering over 5,000 bottles of imported Italian wines, fresh produce, imported meats, a butchery, a fresh pasta station, a bakery, a patisserie, and a full-service café. Joe will open a Tuscan Kitchen in the Burlington, MA area in 2014.

Joe graduated from the University of New Hampshire in 1991 and lives with his wife and children in Salem, New Hampshire.


Paul College, UNH
Durham, NH

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Barbara Draper

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