It’s The Shito: Coast of Gold Brings West African Flavours to Oz
An Australian brand centred on authentic West African flavours is making massive waves in the premium foods and condiments market, with the official launch of the award-winning Coast of Gold Shito Pepper Sauce range.
Arguably the most loved sauce in Ghana, Shito (pronounced Shi-Tow) is a unique blend of hot peppers, herbs, spices and seafood, slow cooked to perfection. Known for its smoky heat and rich flavour profile, it pairs well with a variety of dishes such as rice, grilled meats, vegetables and even snacks.
Boldly bursting into the Australian market with Gold and Silver accolades from the 2024 Melbourne Royal Australian Food Awards, Coast of Gold’s Shito Pepper Sauce is now available in a sweet, smoky and spicy Hot variety (Silver award-winner), Medium heat, and via a 100 per cent plant based Mild (Gold award-winner) recipe.
The range has also received international acclaim via a Platinum 2024 World Taste Award and a Gold Star at the 2024 Guild of Fine Food Awards in the United Kingdom. With all three individual varieties also available in a taster pack and as a value bundle, Shito Pepper Sauce is the hero product of the Coast of Gold brand, which is sold online and delivers nationally and internationally.
Rapidly capturing the attention of specialty food stores since its recent launch, the range is also now sold through more than 70 retailers across the country – with plans for rapid wider distribution soon. Coast of Gold was originally founded during the Covid-19 lockdown period in the home kitchen of Ghana-born Sydneysider, Genevieve Muir.
After more than a year of perfecting the recipe via countless test batches made with the input of her family members scattered across the globe – aunties in Ghana, uncles in England, cousins in the Netherlands, the USA, and even Hong Kong – Genevieve says she’s humbled by the recognition to-date.
“I didn’t set out to become a manufacturer, let alone an award-winner. Coast of Gold is essentially my labour of love,” says Genevieve. “For me, Shito is more than just a sauce; it’s a cultural experience. We’ve crafted this sauce using traditional methods and premium-quality, ethically sourced ingredients to capture the essence of West African cuisine.
“It certainly took significant time to create the final recipe. Many of my family members contributed with opinions like ‘too much ginger!’ ‘Not enough ginger!’ because although very versatile, Shito is basically part of the deep-rooted culinary heritage of West Africa.
“I’m so pleased to have finally landed on the right recipe for the Australian market and I am so proud of the product. It’s a delight to be able to share my love of West African flavours and cooking with a modern twist that fellow Aussies are seemingly loving too,” adds Genevieve.
In addition to its award-winning Shito Pepper Sauce, Coast of Gold also produces a gourmet West African Suya Spice Rub. Both Coast of Gold product lines – that is, the award-winning Shito Pepper Sauce and Suya Spice Rub – are manufactured in Australia at facilities in Victoria and New South Wales.
The Coast of Gold is another name for the original Gold Coast – a British Crown Colony on the Gulf of Guinea in West Africa from 1821 until its independence in 1957. The term ‘Gold Coast’ is often used to describe all the four separate jurisdictions that were under the administration of the Governor of the Gold Coast.
To learn more about Coast of Gold and for a range of recipes, visit coastofgold.com.au.
RECIPE: Vegetarian Jollof Rice
Recipe by: Genevieve Muir, Founder of Coast of Gold.
Jollof Rice is a flavourful West African dish that has gained popularity worldwide. This version of traditional Jollof Rice eliminates meat but retains all the aromatic spices and rich taste that make the dish a beloved favourite.
Prep Time: 15 minutes
Cook Time: 50 minutes
Serves: 6
Ingredients:
– 1 large white onion, roughly chopped
– 6oz (170g) tomato paste
– 1/4 habanero pepper or 1/4 scotch bonnet pepper (chopped)
– 2 teaspoons curry powder
– 2 cloves garlic
– 1 teaspoon ground ginger
– 4 Tablespoons vegetable oil
– 1/2 teaspoon mixed dried herbs
– 1 stock cube
– 4 cups basmati rice rinsed
– 1 cup (150g) frozen mixed vegetables
– 5 cups (360ml) water – may be quicker to boil the water and add the stock cube to dissolve
– 2 Tablespoons Shito Pepper Sauce
– 1 can coconut cream (optional)
Directions:
1. Heat oil in a large saucepan (I prefer a non-stick saucepan)
2. Add chopped onion and garlic to heated oil and sauté for about 5 minutes. Continuously stir.
3. Add tomato paste and let this simmer for a further 10 minutes. Remember to stir.
4. Add the spices and curry powder. The stew will have reduced by half and have a deep red colour with a shimmering oil glaze and tiny air pocket bubbles.
5. Add basmati rice, mix into the stew until the rice is coasted in the sauce.
6. Here’s where I do things differently:
– Option A: Traditionally, mix stock cube into the water and add this to the rice and stew mixture
– Option B (Gen’s): Add a can of coconut cream and the stock cube mixed water to the rice and stew mixture
7. Bring to boil. Reduce to low heat and finally add the frozen mixed vegetables, cover saucepan with a tight lid
8. Let it simmer / cook for 25-30 minutes, or until the rice is cooked through.
Enjoy!
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