Pictured is a shelf of Coppola’s Pizza Sauce at Farm Fresh Foods in Jamestown. The business plans to rebrand itself after receiving a “cease and desist letter from director Francis Ford Coppola. P-J photo by Katrina Fuller

BEMUS POINT — It’s hard to imagine director Francis Ford Coppola following the activities of businesses in Chautauqua County, but Luke Andriaccio knows that’s likely the case.

In the past few weeks, Coppola’s attorney sent Andriaccio a “cease and desist” letter regarding his business venture: Coppola’s Italian Sauces. Andriaccio said the letter was about trademark infringements, which he was not aware of until now.

Rather than crumbling under the pressure of a big Hollywood name, Andriaccio decided to rebrand his popular sauce.

“We were making a big splash and they were aware of us,” he said. “He got a hold of us through our lawyer. I was flattered at first, but shocked.”

Andriaccio said he is glad the sauce captured the attention of Hollywood, and he has no plans of fighting the director. “At this point, I have no intentions of getting into litigation with a 600-pound gorilla,” he said. “We have to come up with a whole new name and a whole new brand. We’re going to use this as a plus.”

In stores across Chautauqua County, Erie, Pa. and Buffalo, patrons will begin seeing the new name, “Marco Rosso’s Italian Sauces” as early as next week, Andriaccio said. He said Marco is his middle name, while “Rosso” means “red” in Italian. His wife, Grace, and his two sons all have red hair, so it is a way to honor them.

“It was suggested by a close family friend,” Andriaccio said. “(My family) is the love of my life.”

In the meantime, what is in stores under the “Coppola’s Italian Sauces” name will be sold until it is gone. The last jars of spaghetti and pizza sauces will be the last anyone will be able to purchase, Andriaccio said.

“It’s kind of like a collector’s item,” he said with a laugh.

Overall, Andriaccio said he is glad it is happening now rather than later, as the sauce will soon be available in even more stores. Soon, the business will be moving to a manufacturer due to demand, and a distributor might also be involved in the near future.

“It’s all going to be done under the name Marco Rosso’s,” he said. “It’s been kind of a whirlwind few weeks, and it’s kind of crushing when someone that size comes and puts their thumb on you. But, it’s for the better and it would take a lot more than that to stop me.”

Andriaccio said he has plans of selling the sauce worldwide, and would not want an association of a name to make it seem like the success was due to someone else’s reputation. Rather, he said the sauce and his business will rise to success thanks to their own merits.

“When someone comes down on you like that, you come back even stronger,” Andriaccio said. “We just hope everyone stays tuned – we’re about to paint our masterpiece with this sauce.”

In the future, there will be a new Facebook and Instagram account under the Marco Rosso’s name, as well as a new website. Locally, those interested in purchasing the last jars under the old name can visit Wegmans in Jamestown, the Bemus Point Market, Lighthouse Grocery in Mayville and Farm Fresh Foods on Third Street.

A call to Francis Ford Coppola’s attorney was not returned Tuesday.