V. La Rosa and Sons Macaroni Company
| Company type | Private company |
|---|---|
| Industry | Food processing |
| Founded | 1914 |
| Founder | Vincenzo La Rosa |
| Fate | Acquired by Borden, Inc.; later acquired by American Italian Pasta Company |
| Headquarters | Brooklyn, New York , United States |
Area served | United States |
| Products | Pasta (over 40 types) |
V. La Rosa and Sons Macaroni Company was established in 1914 by Vincenzo La Rosa, an immigrant from Sicily. Over time, it became one of the leading regional pasta producers in the United States, offering a selection exceeding 40 different types.
Family Legacy
The business leadership passed from founder Vincenzo La Rosa to his son Pietro (Peter) La Rosa, who significantly developed the brand during the mid-1900s. Peter and his spouse Mildred had two daughters named Josephine and Eleanor. The family lived in Port Washington, Long Island, symbolizing the company’s success during its most prosperous years.
Eventually, ownership transferred to Borden, Inc., which added La Rosa to its collection of brands including Creamette and Catelli. Nevertheless, the La Rosa name continued to be linked with Italian-American culture and pasta craftsmanship for many years.
History
Originally a butcher in Williamsburg, Brooklyn, Vincenzo transitioned into pasta manufacturing during World War I to address increasing consumer demand. The company’s initial production facility was located at 473 Kent Avenue, Brooklyn, equipped with an extruder from I. DeFrancisci & Son (currently known as DEMACO). Subsequent growth led to additional factories in Warminster, Pennsylvania, and Danielson, Connecticut.
Vincenzo La Rosa was among the first to introduce packaged pasta products into markets that had traditionally relied on bulk sales.
The La Rosa brand was later acquired by the American Italian Pasta Company.
Tharinger Macaroni Company
In 1959, La Rosa expanded by purchasing Tharinger Macaroni Company, makers of the White Pearl label, along with their manufacturing plant situated in Milwaukee, Wisconsin. Tharinger was founded circa 1916 and had taken over from Lorenz Bros Macaroni Company—the original producers of White Pearl—a trademark established in 1924 with roots extending back to 1869.