Small Axe Peppers
About the Company
Small Axe Peppers is a New York-based hot sauce company founded by John Crotty, John Fitzgerald, Todd Snyder, and Drew Doscher. The company’s mission revolves around supporting community gardens and urban agriculture, recognizing their role in revitalizing neighborhoods and providing fresh, local produce. Collaborating with organizations like GrowNYC and Bronx Green-Up, they work directly with gardeners to create a unique product while promoting sustainable practices.
The company’s operational model centers on sourcing peppers from community gardens. This approach not only supports local growers but also creates a product with a meaningful backstory. By offering high-quality hot sauces, Small Axe Peppers has successfully entered retail outlets nationwide, gaining recognition for its mission-driven approach.
Small Axe Peppers donates pepper seeds to community gardens and assists with technical support and harvest coordination. By purchasing peppers grown in these gardens, the company fosters a mutually beneficial relationship between urban growers and socially conscious consumers.
Idea Behind Company
The inspiration for Small Axe Peppers came from founder John Crotty’s vision for urban renewal. While scouting locations for his affordable housing development projects in the Bronx, Crotty saw potential in an empty lot for a community garden. Recognizing peppers as an ideal crop for confined urban spaces, he envisioned creating a product that could amplify the garden’s impact.
The decision to produce hot sauce stemmed from the scalability of the idea—100 pounds of peppers could yield 500 pounds of hot sauce. With this realization, Crotty sought help from his childhood friend, Chef King Phojanakong, to develop flavorful and marketable sauces. This vision paired a sustainable agricultural model with a universally beloved condiment, aligning the business with a broader social mission.
The goal of the company was twofold: to empower community gardens and create a commercially viable product. The hot sauce served as a bridge between these two aspirations, offering both economic and environmental benefits.
Creating the Company
The initial steps involved distributing 3,500 serrano pepper seedlings to five Bronx community gardens. By working with partners like GrowNYC and local nonprofits, Small Axe Peppers established a network of growers. In their first year, these gardens contributed 150 pounds of peppers, leading to the production of 5,000 bottles of hot sauce.
As the business grew, more gardens joined the initiative. By the second year, over 20 gardens collectively produced nearly a ton of peppers. This expansion introduced an economic model for urban farming, showcasing the viability of connecting local agriculture with consumer markets through innovative products.
Chef King Phojanakong played a key role in crafting the company’s unique sauces, which range from mild to fiery. His culinary expertise ensured that each product was not only socially conscious but also delicious and market-ready.
Launching the Business
Small Axe Peppers officially launched in 2014 with its first batches of hot sauce produced using peppers from Bronx community gardens. Initially distributed through local partnerships, the company quickly gained traction due to its compelling mission and flavorful offerings.
The company’s growth was fueled by effective storytelling. By sharing the narratives of community gardeners and the impact of urban agriculture, they connected with socially conscious consumers. This approach became a key marketing strategy, complemented by blog posts and media coverage that highlighted the social and environmental benefits of their products.
Over time, Small Axe Peppers expanded its distribution network, reaching 4,000-5,000 retail outlets across the U.S. The company also leveraged e-commerce platforms like Amazon and its website, ensuring a steady cash flow to meet growing demand.
Earnings
Small Axe Peppers has grown significantly since its inception. From producing 5,000 bottles in 2014, the company scaled up to 70,000 bottles in 2016, fueled by increased pepper production in community gardens. By 2020, they sourced peppers from gardens in cities like Chicago, Los Angeles, and Detroit, reflecting their national reach.
Currently, the business earns $85K/month, with a robust distribution model supported by major partners like UFI and KeHe. However, challenges with cash flow persist due to the demands of scaling production and distribution. To address this, Small Axe Peppers has prioritized direct online sales, ensuring liquidity to handle large retail orders.
The company’s focus remains on sustaining its mission-driven growth, empowering community gardens, and expanding its customer base through authentic storytelling and high-quality products.
