Connecting Zimbabwe Chillies to African markets

A base of pyramid chilli sauce brand in Zimbabwe

Windward launched its ethical chilli sauce brand, Chilli Power™, in Zimbabwe in 2015 in order to support small chili farmers through local sourcing. The brand was the result of a structured process that included in-depth research in order to produce a product with a taste profile and a brand image that is highly attractive to a broad domestic and regional audience and that has created strong and growing consumer demand and brand loyalty, for a mass-market consumer base.

Commodity: Fresh Chillies

Partner: Westale

Brand: Chilli Power™

Source: Zimbabwe

End Market: Zimbabwe, SADC

Project status: Launched 2015


  • Windward has partnered with Westale, a Zimbabwe based conglomerate, to establish a value chain and portfolio of branded chilli source products

  • Windward conducted consumer research that created a brand and a portfolio of flavours that worked for local consumers.

  • Chilli Power™ is now listed in 257 retail and wholesale stores including Pick’n’Pay, one of the largest retailers in southern Africa.

  • Chilli Power™ pays a 20% social premium that is reinvested in supply-side improvements for all chillies purchased from smallholder farmers.

Chilli packaging
Chilli website

We’ve connected these commodities to consumer markets


Examples of our investment portfolio

Barbados Sugar
Zimbabwe Chillies
Mexican Coffee
African Honey

Examples of our advisory portfolio

Caribbean Fuels
Global Aluminium
Dominica Fresh Produce
African Poultry