Our Story: Learn About the Legend
Way back in 1943, Carl Roettele had an idea—marry the richness of delicious vine-ripened tomatoes to the zestiness of green chili peppers. The result was legendary, and the rest is history.
Carl Roettele and his wife open a small canning plant in Elsa, Texas, processing over 25K cases of vegetables a year. The product they're proudest of is their tomatoes and green chilies. Worried people couldn't spell or pronounce “Roettele,” Carl used the name RO*TEL. Soon, his zesty tomatoes and chilies graced the tables of public figures and politicians throughout Texas.
Originally, RO*TEL® Tomatoes and Green Chilies were only shipped as far away as San Antonio, Houston, and Dallas. They were the biggest cities closest to the town of Elsa, which is at the bottom tip of the state.
Cans of RO*TEL had made their way to Oklahoma and Arkansas by the mid-1950s. The news about RO*TEL Tomatoes and Chilies was slowly starting to spread its way around the USA.
The wife of a popular politician in Washington bragged to a national magazine about her chili recipe. She revealed the secret ingredient that made her chili better than anyone else’s. You guessed it: RO*TEL.
With the same original recipe, RO*TEL updates its packaging. An appealing color palette, more appetizing photography, and the debut of the star in the logo all combine for a more festive look and feel.
American Home Products added RO*TEL Tomatoes and Green Chilies to its family of fine foods. The deal did not go unnoticed by the U.S. food industry. There were more changes to come.
A Fortunate Union
In November of 1996, RO*TEL was acquired by Hicks, Muse, Tate & Furst Inc., and C. Dean Metropoulos & Co., and became an integral part of the global giant International Home Foods.
Because the original RO*TEL Whole and Diced varieties proved to be so popular, Hot and Mild were added to the product line, along with Mexican.
International Home Foods was acquired by ConAgra Foods in 2002. This did not, however, alter the spirit of the RO*TEL brand, which is still made with the same original ingredients.
RO*TEL still holds firmly to the belief that quality is paramount in making a great- tasting product. That’s why only the reddest, ripest tomatoes and the zestiest chilies make the final cut.