Fijian Condiment Specialist, Down to Earth, Seals Hotheadz Deal, Eyes Global Expansion

Down to Earth, a Fijian condiment specialist, has successfully entered the UK market, securing a deal with Hotheadz, the largest website for chili enthusiasts.

The company aims to engage supermarkets in the UK, with an estimated shipment value of $FJD 140,000.

Director Sam Campbell highlighted the collaborative approach and credited international trade organisations for their support including Investment Fiji in connecting Down to Earth with UK Trade Partnership which played a crucial part in their international expansion. Participation in events like the Speciality & Fine Food Fair and BBC Good Food Show has also contributed to the company’s success.

“By securing a UK based distributor we can lower the costs and distributor margins to try to enter new market places. We now have four UK stockists purchasing monthly,” Campbell said.

Investment Fiji CEO Kamal Chetty praised Down to Earth’s international expansion.

“Investment Fiji had connected Down to Earth Fiji with United Kingdom Trade Partnership (UKTP) Program Manager Jarmila Saarda and Trade Commissioner European Union, Jodie Stewart who had paid a visit to the company’s production facility in Pacific Harbor. Through this interaction UKTP gave an opportunity to Down to Earth to participate at a trade show in UK which enabled them to secure a distributor for their products.”

Down to Earth plans to attend future events, including the International Food & Drink event and the Auckland Good Food Show in 2024.

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