Down to Earth company to export chilli sauce products directly to the UK

Down to Earth company to export chilli sauce products directly to the UK

By Iliana Biutu
Thursday 08/02/2024
Image: Supplied

Good news as the Down to Earth company which produces chilli sauce has announced their remarkable achievement of tapping into the United Kingdom market.

Down to Earth Director, Sam Campbell says the deal is expected to positively impact their company, with plans to engage supermarkets in the UK and an estimated value of $140,000 for shipments to the UK and boutique stores in Europe.

He says the company offered the first pallet on consignment to incentivise the new distributor, emphasising a collaborative approach to entering new markets.

The Director says the connection to the International Trade Centre, Pacific Trade Invest Europe and Investment Fiji has been very beneficial during 2023.

He further says events such as the Speciality and Fine Food Fair 2023 were a success for the business as they were able to secure a distribution deal with Hotheadz, the biggest website for chilli fanatics, which holds the largest stocks of the widest range of speciality hot sauces in the UK.

Hotheadz has restocked shops in the UK that were previously buying from their previous United States of America-based distributor.

By securing a UK-based distributor they can lower the costs and distributor margins to try to enter new markets places and they now have four UK stockists purchasing monthly

This year, the company plans to attend the International Food and Drink event with its distributor with an intent to access whole foods and other high-end outlets.


BBC Good Food Show 2023 and Fine Food Show 2023 were also platforms that provided great exposure to the business.

Campbell mentioned that the BBC Good Food Show was their first consumer outing as it provided invaluable insight into their target demographic.

Naturally Good Food Show, Sydney 2023 was a great platform for the company to get exposure, as they were listed as finalists in the Free From Food awards.

While acknowledging Down to Earth’s international expansion, Investment Fiji Chief Executive Officer, Kamal Chetty says the company also had the opportunity to participate in the naturally good expo in Australia last year through Investment Fiji and the Fiji Consulate General & Trade Commission.

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