Cherie Metcalfe has just created her third cookbook, Seasoned, which she described as Pepper & Me’s “greatest hits”. Photo / Supplied
A Bay of Plenty foodie who started out selling spice pastes and salts at markets and grew a 100,000-strong online following has her sights set on making her brand a household name.
A chef by trade and a mum-of-two, Cherie Metcalfe built Pepper & Me with the aim of “making really good food, really easy”.
The Pāpāmoa-based brand, which turns 10 next year, now boasts more than 80 spice blends, pastes, sauces and more, and is stocked in more than 300 outlets nationwide.
“I think we are on our way to being a staple in Kiwis’ pantries everywhere, which is really cool,” Metcalfe said.
She started Pepper & Me after she became pregnant with her daughter, Pepper, and could not go back to working nights as a chef.
“It was literally like a case of what can I do, and salt at the markets was it, but it was never supposed to be a big business.”
Pepper & Me has grown to the point where, on a random Tuesday, Metcalfe said they did 1800 orders in four hours.
“Our customer base is so there and so dedicated. I love watching it. I love seeing it.”
The business has sold more than three tonnes of its “addictive” Sanders Seasoning.
“I use that a lot when anything just needs a bit of oomph, like just a bit of depth of flavour.”
She has just created her third cookbook, Seasoned, which she described as Pepper & Me’s “greatest hits”.
“This one is very special. Basically, the whole aim is making really good food, really easy for people.”
The book is filled with more than 90 “not complicated” recipes, from one-pot dinners and crowd-pleasing salads to sweet treats for dessert.
“This is everyday, this is the favourites and it’s the recipes that have been the most loved over the last nine years.”
Metcalfe said the recipes were “not fancy – it’s everyday food”.
They incorporated some of the brand’s best-sellers.
TikTok Trending Seasoning, Sweet Sesh Hot Honey, Man Grind, Out the Gate and, of course, Sander’s Seasoning, to name a few.
Pepper & Me produced more than a tonne of its Sesh Oil, with Sichuan chilli, per month.
Metcalfe said she looks at product development like solving a problem.
“What could people add to their cooking to have something amazing at the end without having to add all these fancy ingredients or like 10 complicated steps?”
Seasoned follows her first cookbook, Keepers, in 2020, and second, Together, released in 2022.
As a cookbook collector, she hoped her third cookbook, Seasoned would be a favourite and become some people’s most-used cookbook.
Seasoned was self-published, and the Pepper and Me team came together for recipe creation and compilation, design, proofing and subediting.
“I think everyone’s sick of looking at recipes online and having to go through 150 minutes of ads every time they pull up a recipe.”
She said Seasoned was a mix of heart-warming, old-school and classic recipes.
Seasoned is available for pre-order and is on sale September 12 from selected bookstores and the Pepper and Me website.
Serves 8, GF
A five-minute meal to prep and chuck into the slow cooker that makes enough for dinner for three nights! Perfect for chicken nachos, enchiladas, on rice or with salad, or served topped with grated cheese, a dollop of guac and sour cream, and a handful of nacho chips. However you like it, it’s a family favourite for sure.
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Kaitlyn Morrell is a multimedia journalist for the Bay of Plenty Times and Rotorua Daily Post. She has lived in the region for several years and studied journalism at Massey University.