Where it all began

In the late 1980s, John Sr. (aka "Pop") sold his beloved company, Sabre Fishing Rods, and set out on a new venture—Sabre Marketing. Shortly after, he secured a meeting with Trader Joe’s, where he presented a solution to their persistent out-of-stock issues with pasta. Partnering with Agritalia in Italy, he successfully resolved the problem, leading to rapid growth into other product categories.

From the very beginning, Pop built Sabre on four key principles: work with integrity, persevere through challenges, and continually invest in relationships and customer service. He believed that the foundation of a successful business was understanding and meeting customer needs while fostering trust and long-term partnerships.

Pop’s mantra, “No surprises,” guided the company’s approach to customer service. He ensured customers were always informed and worked closely with suppliers to guarantee on-time deliveries. This unwavering commitment to transparency and reliability remains at the heart of Sabre today.

In 1994, Sabre Marketing officially became a California corporation, expanding its reach to major retailers and regional food service distributors. By 1996, in collaboration with Bob Johnson at Whole Foods and Agritalia, Pop launched several of the first Whole Foods 365 private label products—many of which are still on shelves today. This success soon led to supplying other key products, including private label Italian sparkling water, which became a major hit.

In 2004, after a successful career in tech, John Michael joined his father, bringing a focus on natural and organic private label products and modernizing the company’s IT infrastructure. Together, they expanded Sabre’s product lines and customer base significantly.

By 2007, John Michael took the helm, growing both the supplier network and customer portfolio. Hiring expanded, and with a team of talented employees, Sabre launched hundreds of new SKUs across an increasing number of retailers.

In 2022, Sabre moved into its own worldwide headquarters, marking the launch of the Sabre R&D Kitchen. This in-house innovation hub enabled the company to develop custom products from concept to shelf, ensuring faster, more tailored solutions for customers.

By 2025, Sabre evolved into Sabre Private Label Group, solidifying its identity and reinforcing that "the power of the group" is the key to success. With over 1,000 SKUs launched, Sabre’s achievements are driven by its talented team, strong relationships with suppliers, co-packers, logistics partners, and packaging and ingredient suppliers..

Even as the company grows, Pop’s core principles remain at the center of everything we do—acting with integrity, pushing forward with perseverance, and always investing in relationships and customer service. These values have guided Sabre for decades and will continue to drive our success for years to come.

Sabre’s legacy continues, built on innovation, customer commitment, and the ability to bring private label products to market with speed and precision.

Where it all began

Success! Stay tuned.