Sauce Bosses

Fiyah! Heat Store is a new online platform selling a selection of hot sauces from around the world, borne out of its founders Tim Sedo, Ben Lee and Steve Carr’s love of all things chilli. Here, burgeoning spice merchants Sedo and Carr explain what’s next for their brand

Why did you set up Fiyah! Heat Store and what does the business involve? Carr: We were disappointed by the limited variety of sauces in Hong Kong. We got drunk on my rooftop last summer and went, “Why don’t we do something about this?” It grew from there. Sedo: We want to be the undisputed best place to get global hot sauces in Hong Kong and eventually Asia. We host events around the city, such as working with Alvy’s and Young Master hosting wing nights, setting up the hot sauce programme for Shady Acres and working on concepts with Honky Tonks Tavern. I’ve always wanted to work with local chefs to help them commercialise their sauces. How do events, tastings and markets mesh with the online shop? Sedo: Events are…

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Tatler Hong Kong (Digital) - 1 Issue, July 2021

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