I almost sold this tomato jam for $20, but here's the recipe for free

my very first recipe turned business idea.

For those of you who don’t know already, I started a toothpaste company in August after working on it for five years. But before my obsession with chic toothpaste began, I was obsessed with this tomato jam. It was peak covid era, and I was furloughed from my corporate job, so I was doing nothing but cooking (like everyone else). After developing a recipe for a kinda-savory, kinda-sweet, very cinnamon-y tomato jam, I felt like I had something on my hands. Everyone loved it — and by everyone, I mean my three family members living in the house with me — and I would do nothing but cook and jar this tomato jam. Our house constantly smelled like sweet cinnamon, and our pantry was filled with jars. So why not start selling them?

Thus began my tomato jam business. I registered an LLC with New Jersey, started working on branding, and of course, perfecting the recipe. But, there were a few catches. For starters, NJ requires all sellable food products to be made in a commercial kitchen, and the kitchens near me were far too expensive than I could manage. And second, because I wanted to use high-quality products, I needed to sell each jar for around $20, which felt crazy. After logistical constraints, my passion project wore out, and instead I was left with 40 jars of tomato jam that I couldn’t sell. I think there are a few hidden in the same pantry somewhere.

my customer discovery research was story polls

So, instead of charging you $20 for a jar of this delicious jam, I’m giving you the recipe (for free today, too!). It’s inspired by the tomato jam from Maydan, a must-go Middle Eastern restaurant in Washington D.C., combined with savory, shakshuka elements like jammy shallots and spices.

This jam is perfect with yogurt or labneh and crusty bread, over eggs or chicken, or even used as a marinade with salmon (thin it out a bit with olive oil!). It’s savory, sweet, and insanely delicious. Just ask my three family members!

the recipe: spiced tomato jam

prep time: 2:30 hours

makes: 2 8 oz. jars or 1 16 oz. jar of tomato jam

ingredients:

• 1 28-oz. can of whole peeled tomatoes, preferably San Marzano

• 3 tbsp. olive oil

• 2 large shallots (or 3 small), sliced into thin rings

• 3 garlic cloves, minced

• 1 1/2 tsp. salt

• 1 tsp. ground cinnamon

• 1/2 tsp. ground all-spice

• 2 tbsp. tomato paste

• 1/4 cup red wine (sub: white wine or red/white wine vinegar)

• 3 tbsp. sugar

• 3 tbsp. sesame seeds

• 1 cinnamon stick

• 1 tbsp. distilled white vinegar

directions:

1. Pour entire can of peeled tomatoes in a medium-sized bowl. Using your hands, break up the tomatoes into bite-sized pieces — be careful, there’s juice inside the tomatoes and they will splatter! Set bowl aside.

2. Preheat a medium saucepan over medium heat. Add olive oil, then sliced shallots, minced garlic, and 1/2 tsp. salt. Cook until shallots become jammy and deeper in color, about 10 minutes. Add ground cinnamon and all-spice, ensuring the spices coat the shallots entirely. Add tomato paste and cook until it becomes deep red in color, about 2 minutes.

3. Add red wine or wine vinegar to the pot; this will deglaze the pot if there are any bits stuck to the bottom. Reduce wine down for about 3 minutes, then add bowl of crushed tomatoes + all their juices, sugar, additional 1 tsp. salt, and sesame seeds, stirring until everything is well combined. Add cinnamon stick, stirring until it’s incorporated into the sauce. Reduce heat to medium-low, just low enough that small bubbles appear while cooking, but not large bubbles that splatter out of the pot. Allow to reduce for about 45-60 minutes, or until jam is thick.

4. Once jam is ready, remove from heat and stir in distilled white vinegar. Allow to cool for an additional hour before pouring into airtight jars or containers. Keep refrigerated for up to two weeks, or seal jars for shelf-stability via the water bath method for up to 6 months.

Enjoy!

xx Brittany