About us

December 23, 2024

I was watching a YouTube documentary about how Heinz ketchup is made in one of its biggest factories in the Netherlands. As a lifelong ketchup fan, I was mesmerized. The sheer scale of production, the spotless setup, the precision in packaging—everything was immaculate.

 

But my observant mind ruined the magic.

 

Since childhood, ketchup was my non-negotiable. Most people pair it with fries or a sandwich—I had it with roti, daal, dahi, poha, dosa… and everything in between.

Until one morning, I launched a full-scale stomach rebellion. 🤢

It didn’t stop till the sun went down.

A hospital visit later, I learned my gut microbiome had taken a hit.

At the time, I didn’t understand what that meant—all I knew was that ketchup made me sick. And for the next 10 years, I swore off it.

Until I found that video.

“If you show a person the color yellow but tell him it’s purple from the very first time he sees it, he’ll never know yellow exists.”

Even as an adult, he’ll fight to defend the illusion.

Now, let’s put this into perspective:

That documentary showed me tomato ketchup is a billion-dollar industry, perfectly processed, tightly controlled. But if it’s just tomatoes, sugar, and spices, why did it make me sick?

And that’s when I found the answer:

We never see it.

The factory started with 1,800 kg of tomato purée—but how was that purée made?

Where were the tomatoes grown?

What went into processing them?

We never see that part.

And I want to change that.

Food will always be processed—but how it’s processed, and with what, makes all the difference.

That’s why Rare exists.

Each ingredient that goes into your jar is handpicked by us and made in environments where food is supposed to be made.

The quality and taste of the ketchup ensure you don’t keep it sitting on the shelf, collecting dust—because that’s not what it’s designed for.

Here at Rare, we make food. We don’t manufacture products.

So you never have to give up your favorite food—when it wasn’t even real food in the first place.

Eat real food. Eat Rare.

 

- Vishal Joshi