Impact Partner Content - Absa
Chilli relishes and sauces have long been a favourite with food lovers, and no more so than in South Africa where they often the accompaniment of choice at mealtimes. For entrepreneur Tasneem Ebrahim Latib, founder of Chill-e Organics, this love of the chilli presented an exciting business opportunity. Today, her brand and much loved range of chilli sauces, chutneys and mayos are exciting palettes around the country.
Chill-e Organics is one of the 117 businesses from across South Africa currently being showcased at the Absa Lionesses Xpo. Founder Tasneem Ebrahim Latib shares her journey and her vision to make the Chill-e Tomato Sauce brand a household name in South Africa and the SADEC region.
What does your company do?
We are an agri-processor. We utilize natural ingredients and whole foods to make up a range of sauces. These formulations have added anti-oxidants and are differentiated by the inclusion of superfoods such as curcumin and fenugreek ."Let food be thy healing "is our tagline and it's a motto that I try to live by every single day. I want to have a positive impact on every single person I meet by influencing their relationship with food and nutrition. We had done research and development for quite a few products then narrowed it down to the Bombay Chili, Red Sesame Chutney, Chili Mayo and the Chili Smash Mayo. When we travelled to Moscow and to New York with our products, the response was truly amazing. The Red Sesame Chutney is proving to be a very popular part of our range and is very versatile in its uses. We also have a Chill-e Tomato Sauce which we outsource to manufacture.
What inspired you to start your company?
I am a diabetic and through my own experience, preservatives and fillers affect my levels. Therefore I had to come up with products that I could consume without making my own levels rise erratically.
Why should anyone use your service or product?
Definitely the taste. It's delicious! And the inclusion of superfoods that enhance good health and wellbeing differentiate these products. Consumers are increasing the spotlight on healthy functional foods. That is the gap that we are filling with our products that are tasty, healthy, and made with natural ingredients enhanced by superfoods. Consumers are looking to boost immunity with healthy food products. Covid 19 has affected us tremendously! We were catering for weddings, funerals and religious events, but those numbers decreased drastically once the lockdown came into effect. We have now pivoted to come to market with our premium brand of tomato sauce. This offering does not have any fillers and utilizes minimal preservatives for a 12 month shelf life.
Tell us a little about your team
We have a very youthful team. Currently we have four members on our team. We believe in growing employment whether directly or indirectly via our contracts manufacturer. As our business grows and succeeds we aim to bring on more staff and grow our human capital. We strongly believe that we are only as strong as the sum of our parts.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
I definitely come from an entrepreneurial background. My dad, from a very young age, treated us as equals and very often engaged in brilliant conversations recounting deals that he was interested in. You would think he was a businessman but actually he was a GP with a very strong entrepreneurial spirit. He gave us the belief that you could achieve whatever that you set your mind to and with consistency there was no such a thing as barriers. He basically instilled in us values that enriched us as children and young adults, but also made us believe that we could achieve whatever our mind envisioned. We were not afraid to dream.
What are your future plans and aspirations for your company?
My future plans are to make my Chill-e Tomato Sauce a household brand in South Africa, as well as export to the SADEC region.
What gives you the most satisfaction being an entrepreneur?
I guess knowing that I have conceptualised my products and brought them to life. There is a lot of satisfaction knowing that these products were just ideas on the drawing board that grew from 2018 and now are tangible products that people taste, touch, and enjoy with their meals.
What's the biggest piece of advice you can give to other women looking to start-up?
You can't do it all by yourself and don't give up. Get a mentor to advise you. Call up associations like SEDA ,Tikzn, and ask for advice. I personally started on an ABSA entrepreneurship program that actually taught me a lot and assisted me in meeting other entrepreneurs who offered me advice. It's always important to share your journey and network. Your narrative will become extremely positive because you are sharing your story with others and making an impact as well on their journeys .
To find out more about Chill-e Organics and its product range, contact founder Tasneem Ebrahim Latib via email: tasneem@chill-einternational.com or visit the company website and social media platforms:
