How a South African chilli sauce company broke into the American market

FYNBOS FINE FOODS started in the kitchen of co-owner Rozelle Abramson . Today, the company produces a range of hot sauces, pestos, chef salts, and jams that are sold worldwide. Jaco Maritz talks to Rozelle about building the business.

The interview covers the following topics:

• How a large order from an American retailer rescued the company from the brink of collapse
• The importance of a diversified customer base
• Navigating the export market
• The crucial role that attending international trade shows has played in Fynbos's growth
• Private label partnerships vs building one's own brand
• Dealing with electricity and crime challenges in South Africa

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