Tell us about Coast of Gold.
Coast of Gold is an Australian brand centred on authentic West African flavours and essentially, it’s my labour of love.
As a Ghana-born woman, flavoursome food is simply a must, and I’ve always loved cooking. Condiments like Shito Pepper Sauce – our hero product – truly can take a dish to the next level. For me, Shito is more than just a sauce; it’s a cultural experience.
In addition to our Shito Pepper Sauce, which is multi-award-winning and comes in three varieties (Hot, Medium and 100 per cent plant based Mild) we make a gourmet West African Suya Spice Rub.
Both products are sold through our website (coastofgold.com.au) and at markets and specialty food stores across the country, and we deliver internationally too.
We manufacture in Australia and use only the highest quality and ethically sourced ingredients. Our condiments are prepared with intimate attention to detail, using recipes handed down through generations of my family.
Coast of Gold is all about bringing the heat and joy of Africa to modern cuisine through our zesty, fiercely full-bodied, and flavoursome condiments to excite the senses, inspire culinary creativity, and elevate every meal.
What inspired you to start Coast of Gold?
I’ve always had a true passion for cooking and creating memorable meals for my family and friends. Coast of Gold marks my exciting entry into the premium condiments market, a venture that combines my love for food with my entrepreneurial spirit.
Representation holds immense importance to me. I feel a need to showcase the incredible culinary diversity of the African continent. Through my work, I aim to build a foundation that my children can either build upon or look back at with pride, celebrating their heritage and the rich flavours it offers.
I’m a mother of three and within our home, we embrace a philosophy of warmth and hospitality. Our door is always open for friends and family to gather over a meal, share a glass of something refreshing, and enjoy lively music. Food is the heart of our gatherings, where we explore cuisines from Italian and French to Greek and Middle Eastern. I want more people to experiment with the bold flavours of West African cuisine too.
Dishes are elevated by the addition of our signature condiments, Shito and Suya, which beautifully complement every meal and reflect the vibrant tapestry of flavours that inspire us. This culinary journey is not just about food; it’s about building connections, sharing stories, and fostering a sense of community.
Tell us about your career and background.
My career background is rooted in early education and aged care, where I’ve spent many fulfilling years nurturing young minds and supporting our elderly community.
I didn’t set out to become a manufacturer, let alone an award-winning one. I’ve always dreamed of having a business focussed on the food that I love to eat and make. I used to wander through supermarkets admiring products with ‘Great Taste’ stickers and dreaming of such recognition. Now, seeing my own creations celebrated as among the best is incredibly humbling and gratifying.
When Covid-19 hit, my then care-based business venture faced significant challenges like so many others. On the upside, it was the opportunity to finally take a chance and just go for it in creating Coast of Gold. My business partner and I decided to pool our resources. It was a scary at the time but I’m so glad we took the chance.
After more than a year of perfecting the recipe via countless test batches made with the input of my family members scattered across the globe – aunties in Ghana, uncles in England, cousins in the Netherlands, the USA, and even Hong Kong – we finally landed on a winning recipe for our Shito Pepper Sauce and Coast of Gold was born!
Describe a typical work day for you?
My day kicks off with a walk with my husband and our chocolate Labrador, Tahi. We hit the trails by 6am, soaking in the early morning air – with coffee in hand – as we stroll through the park or along the beach. It’s a beautiful way to start the day and clear my mind.
By 8:30 am, I’m at my desk, diving into emails and getting my game plan together. Then, it’s time for adventure! I hit the road, visiting both existing and potential customers and distribution partners, which is my favourite part. I love connecting with people and sharing the passion behind Coast of Gold.
While I’m out and about, I juggle calls and keep in touch with my fantastic team. My business partner is the behind-the-scenes genius who oversees all the logistics, while I get to embrace the fun of face-to-face interactions. It’s a great balance! I also step in for troubleshooting when needed, because we all need a challenge now and then. Throughout the day, I’m fuelled by great conversations, laughter and of course, tasty snacks! Each interaction is a chance to spread joy and to showcase our amazing products.
By the end of the day, I’m back at home, ready to unwind with my family and whip up something delicious for dinner, all while dreaming about our next big flavour adventure!
What advice do you have for those wanting to start a business?
For anyone thinking about starting their own business, one of my top tips is to build a solid support system. Surround yourself with people who believe in your vision and can lend a helping hand.
It’s also vitally important to know your market inside and out. Understanding your audience is key to creating something they’ll love.
And most importantly, allow yourself to fall in love with what you’re doing! Passion will carry you through the tough days and keep the excitement alive as you grow your business. Embrace the journey and have fun with it.
What’s next for you, and Coast of Gold?
Exciting times are ahead for both me and Coast of Gold! We’re busy cooking up some fabulous new products that will elevate our range and bring even more deliciousness to tables. Some of these new additions will be available exclusively through select distributors, ensuring our loyal customers can enjoy unique flavours that you won’t find everywhere.
Additionally, we have a permanent stall at Carriageworks Farmers Market in Sydney (https://coastofgold.com.au/pages/upcoming-events) every second and fourth Saturday of the month, where people can come by, say hello, and sample our latest creations. It’s a fantastic opportunity for me to connect with the community, share my passion for our products, and gather feedback directly from our customers.
The journey is just getting started, and I can’t wait to share what we have in store! I’m thrilled to continue expanding our product range and showcasing the incredible flavours of West Africa, making them accessible to everyone. West African cooking needn’t be complex to be delicious.
RECIPE: Gen’s Vegetarian Joll of Rice
Joll of Rice is a flavourful West African dish that has gained popularity worldwide. This version of traditional Joll of Rice eliminates meat but retains all the aromatic spices and rich taste that make the dish a beloved favourite.
Prep Time: 15 minutes
Cook Time: 50 minutes
Serves: 6
Ingredients:
- 1 large white onion, roughly chopped
- 6oz (170g) tomato paste
- 1/4 habanero pepper or 1/4 scotch bonnet pepper (chopped)
- 2 teaspoons curry powder
- 2 cloves garlic
- 1 teaspoon ground ginger
- 4 Tablespoons vegetable oil
- 1/2 teaspoon mixed dried herbs
- 1 stock cube
- 4 cups basmati rice rinsed
- 1 cup (150g) frozen mixed vegetables
- 2.5 cups (360ml) water – may be quicker to boil the water and add the stock cube to dissolve
- 2 Tablespoons Shito Pepper Sauce
- 1 can coconut cream (optional)
Directions:
- Heat oil in a large saucepan (I prefer a nonstick saucepan)
- Add chopped onion and garlic to heated oil and sauté for about 5 minutes. Continuously stir.
- Add tomato paste and let this simmer for a further 10 minutes. Remember to stir.
- Add the spices and curry powder. The stew will have reduced by half and have a deep red colour with a shimmering oil glaze and tiny air pocket bubbles.
- Add basmati rice, mix into the stew until the rice is coasted in the sauce.
- Here’s where I do things differently:
– Option A: Traditionally, mix stock cube into the water and add this to the rice and stew mixture
– Option B (Gen’s): Add a can of coconut cream and the stock cube mixed water to the rice and stew mixture
- Bring to boil. Reduce to low heat and finally add the frozen mixed vegetables, cover saucepan with a tight lid
- Let it simmer / cook for 25-30 minutes, or until the rice is cooked through.
Enjoy!
