| Photo credit: 1940's Zatarain factory photo: NOLA.com Pa-Poose ad: Vintage.Fresh.com The link to this page is: http://old-new-orleans.com/NO_Zatarain.html Back to Old New Orleans Whispers - Home |
| When you walk by two unassuming buildings in the 900 block of Valmont Street today, you wouldn't guess that an iconic Louisiana company - now worth almost $200 million dollars - started life here 125 years ago. Emile Antoine Zatarain, Sr. was a Spanish-Basque immigrant to New Orleans. He trade- marked Zatarain's first product in 1889, a root beer extract called Pa-Poose, which he started producing in a small warehouse in the Uptown neighborhood. The company went on to produce many other products, all related to Louisiana's Cajun and Creole cuisine, such as: spices, condiments, seasoned rice and dinner mixes. Zatarain's now boasts over 200 products and they still produce the first product made in the warehouse on Valmont Street, Zatarain's Root Beer Extract. I remember being thrilled as a child whenever I saw my mother take the big pitcher out of the cabinet, because I knew she was about to make a batch of Zatarain's root beer. I made it for my son and now I make it for my granddaughter. Zatarain's advertises itself as a New Orleans tradition and it truly is. -- Nancy |
| The Zatarain family sold the business in 1963 and the company was moved across the river to Gretna. It's changed hands a couple of times since then, always remaining faithful to Mr. Zatarain's focus -- delicious food and spices with a decidedly New Orleans flavor. In 2003, the world's largest spice company, McCormick, purchased Zatarain's for $180 million dollars and its products are now sold all over the world. I wonder if Mr. Zatarain could have ever envisioned such a thing back in 1889, when he produced his first bottle of Pa-Poose Root Beer? |
| Above Zatarain's factory and office building on Valmont Street, ca. 1940's. Below, the same buildings today. |
| Left, an ad for Pa-Poose Root Beer extract, 1921; above, as it looks today. |
| The 1921 ad above reads: "Make It at Home -- Serve to Your Guest ~ Root Beer is recognized to be one of the best and most wholesome of beverages, especially Pa-Poose Root Beer that's made from roots, herbs, leaves and Indian vegetables. This is one of the most delicious beverages you can possibly make at home, a drink of great medicinal value, as well as thirst-quenching. A 3-ounce bottles makes 5 gallons ~ The all-year-round drink ~ Order a case of carbonated root beer for your home. ~ For sale at all drug or grocery stores. ~ Originated by E. A. Zatarain in 1889. ~ Manufacatured and Bottled by E. A. Zatarain and Sons, New Orleans." |
| Left, Pa-Poose carbonated root beer bottle; above, Pa-Poose spice label; dates unknown. |