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Di Betta Dressings deals in flavor Mail Tribune / Drew Fleming Donna Coggins of Medford samples the garlic-parsley dressing while its creator, Jean Paul Di Betta of Ashland, looks on at the Albertson�s on North Phoenix Road, Medford. By Jessica Smith Cruising through a Medford grocery store last week, shopper Donna Coggins was taken in by Jean Paul Di Betta�s invitation to taste a "delicious" flavoring for salads. Popping into her mouth a vegetable dipped in garlic-parsley dressing, Coggins nodded in agreement with Jean Paul�s testament. "It has a lot of flavor," she added moments later, grabbing a bottle of the dressing from its shelf in the refrigerated produce section. "There are so many things that are bland. ... This has really caught my taste buds." Business Card Company: Di Betta Dressings Address: 730 Jefferson Ave., Ashland Phone: 488-0497 E-mail: [email protected] Owners: Lori and Jean Paul Di Betta Find Di Betta products at: Albertson�s Food & Drug, Food 4 Less, Shop �N Kart, WinCo. Retail price is $3.39 a bottle. It�s statements like that that make Jean Paul glad he listened to his wife, Lori, who three years ago decided to bottle and sell Di Betta Dressings. "I was not taking her seriously," said Jean Paul, who met Lori seven years ago after moving to the United States from France. "I was thinking she was joking." The joke turned into no laughing matter as sales began climbing and the couple had to think seriously about expanding the business. They�ll do just that in coming months as they introduce 22 new products. Though Jean Paul was skeptical at first, Lori said she knew she was on to something when family and friends kept requesting Jean Paul�s grandmother�s recipe for the garlic-parsley dressing. "He kept trying to give it away," Lori said. So three years ago, in the kitchen at her church, Lori used a Cuisinart to mix together the fresh garlic, parsley, oil and spices that make Di Betta Garlic Parsley Dressing and Marinade. It took six hours to make one case of 12 bottles, but Lori won USDA approval to sell the dressing in refrigerated sections at local supermarkets. Shortly after finding an Ashland grocer willing to take on the product, Lori built up a regular customer base and eventually introduced a second product, a garlic-mustard dressing and marinade. By July 1999, the Di Bettas decided to focus their attention on their growing company. Jean Paul quit his job with a luxury bus manufacturer and the couple set up shop in a warehouse on Jefferson Avenue in Ashland. The pair now produce 500 cases of bottled dressings each month sold at more than 20 stores between Eugene and Northern California. To introduce potential customers to their products, they set up taste-testings at stores that stock the stuff. "To make people taste, that�s my big challenge," Jean Paul said. But those who do typically buy a bottle, he added. With the success of the two dressings on the market, the Di Bettas decided this year to expand their product line. "You reach a point in your business where you have to take that step forward or you have to let it go," Lori said. Di Betta in coming months will introduce 22 new salad dressings and marinades, steak sauces and spreads. Most of the products, which will be available in low-fat versions, are variations on the original garlic-parsley recipe. Expanding the product line is expected to increase Di Betta�s customer base, but the move is more like a mission for Lori and Jean Paul, who want people to truly enjoy the food they eat. "A meal with good flavor," Jean Paul said, "that�s what the people need." Reach reporter Jessica Smith at 776-4481, or e-mail [email protected] Mail Tribune Home | Ottaway Newspapers, Inc. | Dow Jones & Co., Inc. | Privacy | Contact Us Copyright � 2001 Mail Tribune, Inc.