Rita Kanji is the founder of Thousand Apologies, a Melbourne-born hot sauce brand that champions big flavour, native ingredients and sustainability. A designer turned obsessive sauce-maker, she tells Crumb Wire about the secret sauce – no pun intended – to building a successful brand.
Tell us a bit about yourself – what’s your background and what led you to the world of food and drink?
Food has always been the centre of my world. I grew up in a community that planned entire days around it. I learned to cook young and loved nothing more than experimenting in the kitchen and feeding people.
I was always surrounded by spices and big, unapologetic flavours, though for much of my childhood I shied away from openly embracing my culture. Kids can be cruel and I felt I had to quietly celebrate what I loved.
Now I shout about it – especially my obsession with spice and hot sauce. I always knew I wanted to do something in food, but a serious back condition ruled out the traditional chef route. This brand has become the way I channel that passion.
Tell us about the product. What makes it unique?
Everything is small-batch and handmade – no shortcuts, just locally sourced ingredients, with as much as possible grown right here in Australia. It’s truly a labour of love and I hope people taste that in every bottle.
Native ingredients are a big part of the story. I’m flavour-curious, I love the heritage and I’m constantly amazed at how wild, beautiful and underused they are.
Sustainability is non-negotiable – from sourcing to packaging. We use no plastic, work with local growers and social enterprises and even launched a return-and-reuse program. In our very first year, before we’d even turned a real profit, we managed to donate to six different charities.
Talk us through the journey of your brand. What have been some of the key achievements and challenges along the way?
The hardest part is balance. I’m obsessed with this business and it’s easy to forget to switch off. I know that’s not sustainable, so I’ve been learning to edit my brain, make time for a wine with a friend and not let the business swallow everything.
We started with nothing but bootstrapping, tackling everything from shelf-stability testing and food regulations to design, marketing and event planning. I knew I didn’t want another hot sauce brand built on devils, bum jokes and flames. It had to be flavour-first, story-led and actually sustainable.
In our first year, we won awards at the RAS and International Flava awards for two sauces, picked up both a sustainability award and a judges’ choice award in 2024 and capped things off with an award for our packaging
We have just built our charity program into the heart of the business – donating every month, even before the numbers really added up.
How has the Australian market responded to the brand and what has surprised you most?
The response has honestly floored me. Rave reviews, DMs, emails, people at events telling me they love what we’re doing – it all makes my heart sing.
What really surprised me is how much people love that we’re steering clear of clichés and the love for the brand has been lovely. They appreciate the flavour-first approach and feedback from awards and our customers has been incredible. Stockists have also been wonderfully supportive, which still feels surreal.
What is one thing you wish more people knew about the work you do?
That what looks like a little bottle on a shelf is actually the result of a hundred tiny, deliberate decisions – sourcing from local growers, trialling recipes until they jump, designing labels that tell a story and making sure it’s all sustainable. The obsession is invisible, but I hope the results are loud.
How do you see food and drink culture in Australia evolving and how does your brand fit in?
Food is so exciting, I see it becoming more diverse and adventurous. People are chasing experiences, creativity, stories and authenticity over mass production. That’s where I like to think we fit in – collaborations, community and creating food moments that truly connect.
What keeps you inspired as a founder?
I’m completely in love with this business. My brain doesn’t stop – a designer by trade, storytelling and expression are what keep me fuelled.
What’s next for you and the brand?
We’re always moving and trying new things. We release limited editions to test with real feedback – if people love them, we look at adding them permanently. Supporting charities will always stay central and new flavours keep us fresh.
I’ve also got plans for collaborations and food experiences bubbling away. Honestly, I want to do everything at once – but patience isn’t a strong suit.
And finally, what do you like to do when you’re not at work?
Almost always, food and wine are involved. I love getting on my bike and I’m learning Spanish – very haphazard, because it depends on how much time I can spare. Life’s busy, but I wouldn’t have it any other way.
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