Genevieve Muir is transforming Australia’s condiment market with her vibrant “Shito” sauces. Inspired by her Ghanaian heritage, she has created a product that blends tradition with bold, modern branding.
The sauces are a celebration of West African cuisine. They offer flavors that cater to everyone, from spice lovers to plant-based foodies.
“We’ve crafted this sauce using traditional methods and premium-quality, ethically sourced ingredients to capture the essence of West African cuisine.”
Genevieve Muir
With features on Shark Tank and recognition like the Guild of Fine Food Award, Coast of Gold is making its mark. Ready to explore the rich flavors of Africa? Coast of Gold’s sauces are a must-try.
Coast of Gold Journey Before Shark Tank
Genevieve’s journey to Shark Tank was filled with determination and creativity. Moving to Australia, she aimed to share the flavors of her childhood while overcoming the challenges of launching a food brand.
Her product, “Shito,” meaning pepper in Ghana’s Ghan language, went through 12 months and 52 versions of testing before being perfected.
“To bring it to market, I had to secure approval from family members scattered around the globe, Aunties in Ghana, Uncles in England, cousins in the Netherlands, the USA, and even Hong Kong. Each had their own strong opinions: ‘Too much ginger!’ ‘Not enough ginger!’ and so on.”
The breakthrough moment came with humor and persistence. “Uncle Nana Yaw’s approval might hinge on a simple matter, free wine. So, we promptly placed an online wine order through Waitrose, and voilà, the rest is history.”
This collaboration led to the creation of three variants: Sweet Smoky Spicy Hot, Sweet Smoky Spicy Medium, and 100% Plant-Based Mild.
By the time Genevieve appeared on Shark Tank, her sauces were already distributed in NSW, ACT, Victoria, and Queensland.
Coast of Gold was also gaining international recognition. It won a Gold Star at the 2024 Guild of Fine Food Awards in the UK for its outstanding quality.
Shark Tank Pitch Recap
Genevieve’s Shark Tank pitch was a performance that left everyone talking. She introduced her product with “two drummers and a dancer, singing a quick traditional tune, and the dancer doing ludicrously high jump splits.”
The energetic display ended with the performers exiting dramatically, making a lasting impression.
Her sauces stole the spotlight, both for their unique branding and flavors. “Yes, Shito. Shito is ‘pepper’ in the Ghan language of Ghana. And yes, Gen is leaning into the joke,” she explained during the pitch.
The Sharks tasted the bold “Holy Shito,” with its fiery kick described as “blasphemously hot.” They enjoyed the flavors. One Shark jokingly remarked that it was “not as painful as last week’s electric shock demo.”
Genevieve’s storytelling and branding won over the room. One Shark commented, “If anyone can turn Shito into gold, it’s you.”
However, the Sharks felt her request for $80,000 wouldn’t be enough to scale production and distribution. While no deal was made, her pitch showcased her passion and the market potential of her product.
Coast of Gold Shark Tank Update
The Shark Tank exposure brought Coast of Gold into the spotlight. The unique branding and rich story behind the sauces intrigued customers across Australia.
Retailers in NSW, ACT, Victoria, and Queensland reported increased demand. More people sought to try the award-winning “Holy Shito” and its companion flavors.
The pitch’s success turned the product into a cultural phenomenon. It proved that authentic stories and great flavors resonate deeply with consumers.
Future Plans
Genevieve is focused on taking Coast of Gold to new heights. She plans to introduce more flavor options, expand online sales, and partner with international retailers.
Her vision includes promoting West African cuisine globally while growing Coast of Gold’s footprint in Australia.
Campaigns that emphasize authenticity, flavor, and cultural richness will be central to these efforts. The future looks bright for Coast of Gold. It is moving toward becoming an international staple.