Posted: 20/04/2022

Raising the profile of West African cuisine to help push spice brand

A West African seasoning and spice blend producer is looking to expand her direct-to-consumer brand into independent retail. Ndudu by Fafa’s modern styling and content-heavy online brand has seen her business grow, and, the producer believes, it is a perfect fit for fine food retail.

Fafa Gilbert – Ndudu by Fafa’s founder ­– grew up in Ghana and Togo living with a Ghanaian and Lebanese family, and her cooking methods are borrowed from her Ewe heritage and influenced by her marriage to a Brit.

“My diverse upbringing is conveyed in each bottle,” said Gilbert. “Each blend represents the knowledge gained from my mum, family recipes, the multi-cultural London food scene and also my husband.”

Her range comprises many West African flavours, Middle Eastern-inspired blends, and her recipes incorporate Western trends.

While the British public is always on the hunt for new international cuisines and food trends, they may lack the knowledge of how to use new flavours and ingredients. Gilbert has overcome this hurdle by developing more than 1,000 recipes and cooking techniques which she is showcasing on her social media, and through TV appearances.

Now, the founder is seeking retailers to grow her brand. “We are open to collaborating with independent small businesses who share the same ethos,” she said.

All Ndudu by Fafa’s blends and sauces are made in the UK in small batches using traditional recipes and techniques, including fermenting, smoking and clay-pot slow cooking, and are focused on balancing the five principal tastes.

The Ndudu – an Ewe word meaning food – range includes Ataadi, a selection of slow-cooked chilli sauces incorporating meat and seafood, spice blends including Dzolof (or Jollof), Harissa, Piri Piri, Edzè (akin to za’atar), and Xorla BBQ Rub (Gilbert’s take on the on-trend suya spice), among other sweet and savoury Africa-inspired ingredients.

RRPs for the spice blends and sauces sit around £9. Contact the producer for trade prices.

Return to the top