Newspaper article Pittsburgh Post-Gazette (Pittsburgh, PA)

Bacon Jams Plays Down the Pig Company Looking to Expand, Rebrand

Newspaper article Pittsburgh Post-Gazette (Pittsburgh, PA)

Bacon Jams Plays Down the Pig Company Looking to Expand, Rebrand

Article excerpt

PHILADELPHIA - As an owner of The Bacon Jams, Michael Oraschewsky insisted there was nothing significant about his decision to order a vegetarian entree during a recent lunch interview with a reporter.

Yet on that afternoon in Philadelphia, Mr. Oraschewsky revealed that his spreadable-bacon company plans to drop the word bacon from its product name.

Also vanishing from the label is the sunglasses-wearin', guitar-strummin', electric-pink pig.

A new subdued look is on the menu for a fourth-quarter debut: TBJ Gourmet, thick black letters say. Discreetly tucked in the white space between the "T" and "B" are the tiny face, front legs and curly tail of a pig, its snout a soft pink.

"We've grown up a little bit," Mr. Oraschewsky - whose title is "executive boar" - said between bites of his gazpacho sandwich.

He promised no recipe change for the company's popular spreadable-bacon line, launched three years ago and now the third-highest searched-for pork product on Google, Mr. Oraschewsky said. Total sales are nearing $2 million.

Rebranding will mean new products that aren't so swine-centric.

"While we love spreadable bacon, I know I can get the same reaction from people . with other products," said Mr. Oraschewsky, 35.

What do he and partner Bruce Kramer, 54, have in mind?

"Imagine Nutella made out of coffee that has caffeine in it," Mr. Oraschewsky offered as one example, envisioning it as a toast spread or coffee sweetener.

This gastronomic sizzle began at an Eagles tailgate party, where Mr. Kramer wowed guests with jalapeno peppers stuffed with a concoction of bacon jam and goat cheese. A mutual friend introduced him to Mr. Oraschewsky, who started serving it in a restaurant he bought in 2010.

"I thought it was fantastic," said Mr. Oraschewsky, who majored in international studies and German linguistics at Millersville University but "was always passionate about food. …

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