The Recipe for Global Success

What happens when two food lovers from opposite sides of the world decide to bottle boldness? You get Chimi Love —a brand born from fire, flavor, and fearless ambition. Founded in 2020 by Colombian-born Karen and South African-born Jacques, Chimi Love isn’t just another condiment on the shelf—it’s a movement redefining how people experience food. Their authentic chimichurri has gone from a kitchen-table idea to the aisles of Whole Foods and Selfridges, carving out a space where South American passion meets global appetite. Now, with sustainability at its core and international expansion in sight, the duo is teaming up with the World Trade Center Dublin to further their mission: to bring communities together, one jar of flavor at a time.  Meet founders Jacques Groenwald and Karen Prado in this exclusive interview: Spreading the Love: Chimi Love’s Recipe for Global Success.

Founding & Success Story

Chimi Love began as a passion project in 2020—can you share what inspired you both to launch the brand and introduce authentic South American flavors to the world?

We launched Chimi Love in 2020 because we noticed something missing: bold, authentic South American flavors that truly bring food to life. For us, it was never just about making sauces; it was about creating an experience. We wanted to offer food that adds a kick, inspires healthier living, brings people together, and cares for the planet.

What were some of the biggest challenges you faced early on while building Chimi Love, and how did you overcome them?

In the early days, one of our biggest challenges was education—helping people understand what chimichurri is and how to use it. It took time and persistence. It remains our goal to educate more people and stay committed to sharing the versatility and flavor of our product. Five years later, it’s rewarding to see chimichurri becoming more common in supermarkets, restaurants, and delis.

Looking back, what moment made you feel like Chimi Love had truly “taken off” and became more than just a passion project?

The moment we knew Chimi Love had truly taken off was when we started seeing our jars on the shelves of well-known retailers like Whole Foods, Selfridges, and selling in Ocado, as well as spotting our chimichurri on restaurant menus. It marked a significant turning point, transitioning from a small passion project to becoming part of a larger food movement. Hearing from customers who told us they had made chimichurri a staple in their kitchens made us feel like we weren’t just building a brand but helping change how people experience food.

How do your respective cultural backgrounds—Colombian and South African—influence the flavors, identity, and values of the brand?

Our backgrounds definitely influence Chimi Love. From Colombia, there’s this love for big, bold flavors and the belief that food is all about bringing people together. From South Africa, it’s the spice, the fire, and the braai culture that celebrates community around a grill.

Sustainability & Social Impact

Chimi Love has an inspiring mission to help the environment by planting trees. Could you share more about this initiative and how it aligns with your brand’s purpose?

Planting trees felt like a natural way to give back; every jar helps support reforestation and fight climate change. We’re also launching a mentorship program for girls 14–20, helping them find their voice and pursue their dreams. For us, it’s about making a positive impact on both the planet and the next generation.

How do you see Chimi Love’s sustainability efforts developing as the company continues to expand globally?

Sustainability is at the heart of Chimi Love. We avoid using plastic, and as we expand internationally, we aim to grow our tree-planting initiatives, adopt greener production methods, and prioritize people and the planet. We are also working toward becoming a B Corp, which will help us stay accountable while balancing purpose and profit.

What advice would you offer to other small food brands looking to incorporate environmental or social impact into their business model from the beginning?

Start with what feels authentic to your brand, focus on one initiative, be transparent, and remember that small, consistent steps add up to real impact over time.

International Expansion

Chimi Love has already gained recognition with its award-winning Chimi Love. What markets are you currently in, and where do you see the greatest growth potential?

We are primarily in the UK, have a presence in Canada, US and EU.  We believe the US and Spain could become a very large market for us to expand into in the coming years. We're at the intersection of hot sauces, barbecue sauces, and healthier options. The US has a large Latino population, which is an advantage. Other markets, such as the UAE, are also very interested in new international flavors. They enjoy spicy foods and healthier options, making it another key market. The US and EU are the two regions, I believe, that we'll focus on most.

Are there particular international regions or cultures where you think Chimi Love’s plant-based South American flavors will especially resonate?

In the US and Spain, there’s a large Latino market that strongly connects with authentic South American flavors. In the UAE, people are embracing bold, plant-based South American tastes. Any market that values flavor, healthier options, and shared food experiences is a great fit for us.

What role do you see partnerships, distributors, or collaborations playing in helping you expand internationally?

Partnerships and collaborations are essential for growing Chimi Love. They help us reach new markets, maintain quality, and build a community focused on flavour, culture, and impact. Collaborations also create opportunities for innovative ideas and shared values, whether working with restaurants, retailers, or like-minded brands.

WTC Dublin Membership

What motivated you to join the World Trade Center Dublin network?

We joined WTC Dublin for the support, connections, and market insights it provides, helping us make smarter, faster decisions as we expand Chimi Love internationally.

How has being part of the WTC Dublin community helped your efforts to expand into international markets?

Being part of WTC Dublin has helped provide market insights, guidance on export documentation, and global connections that make expanding into new markets easier and more confident.

What types of connections or resources are you aiming to access through the WTC network as you continue to grow?

Through the WTC network, we hope to connect with distributors, retailers, and partners, and gain insights into trends and regulations to facilitate our global expansion more efficiently and effectively.

Future of the Brand

What exciting new products, projects, or innovations are you currently working on at Chimi Love?

We have three new formats launching over the next six months, which we can’t share too much about yet, but it’s all for the love of chimichurri! On top of that, we’re working on several exciting projects, including hosting supper clubs and gearing up for next year’s South American BBQ events. It’s all about creating experiences that bring people together around bold, authentic flavors.

Where do you see Chimi Love five years from now—and what kind of global impact do you hope the brand will have achieved by then?

We have exciting plans for the future of Chimi Love, including a limited edition of our sauces. Additionally, we are considering collaborating with another brand that produces premium extra virgin olive oil – more updates to come. We also continue to showcase our products at events where customers can experience them firsthand with our team, Anyone can find delicious recipes on our website and try them at home – always looking for new ways for Chimi Love to bring people together.

Karen and Jacques have shown that Chimi Love is more than just a sauce—it’s a statement. From planting trees to empowering young women, they’ve built a brand with purpose as rich as its flavor. And they’re only getting started. With their sights set on the US, EU, and beyond—and the support of the World Trade Center Dublin network—Chimi Love is ready to excite taste buds and spark conversations worldwide. Their journey proves that when passion and purpose come together, a jar of chimichurri can do more than just season food—it can unite cultures, inspire change, and spread love across borders.