Shooting a documentary on a battlefield in Iraq, bullets whizzing by his head, Julien Fréchette questions his choice of career. This situation of immense stress conjures up in his mind the sweet moments of his life and the image of a condiment he is particularly fond of: hot sauce.
Back in Quebec, motivated by a vital creative instinct, he began testing recipes and different spices in his kitchen for several days. The resulting hot sauces are the mainstays of La Pimenterie, including the Middle Eastern-inspired Royal Bourbon, which bears witness to his incredible story as a director in a foreign land at war.
From images to flavours
A filmmaker by training, and a fishmonger by passion, Julien found himself in the fascinating world of entrepreneurship. Guided by instinct and the desire to share experiences, he discovered that these worlds have striking similarities: they require starting from an abstraction to bring it to life, transforming an idea into reality, and then spreading it.
He works in creative tandem with his photographer girlfriend, Frédérique Ménard-Aubin, to build the brand identity. Both draw inspiration from their own experience, culture and environment, while taking into account the ideas of the young and flourishing team. Julien ensures that each sauce has its own title and story, so that consumers experience a flavor adventure when they open the bottle.
The sauces' ingenious winks, such as Vertigo (inspired by Alfred Hitchcock's 1958 film) and Newton (a combination of apple and chipotle in reference to Isaac Newton's discovery of gravity), add an extra dimension of playfulness.
From field to condiment
Quebec has a varied hot pepper culture, although it's not as well known to consumers as orchards or strawberry fields. Like other fruits, hot peppers react to many natural and human factors. These factors can give chillies unique taste characteristics, depending on terroir, climate and stage of ripeness at harvest.
Since Quebec's climate does not ensure a year-round supply of fresh produce to meet the needs of the Pimenterie, the company has developed various methods of preserving its peppers. By drying, macerating, fermenting or freezing the fruit, the company can produce quality sauces while respecting their commitment to local sourcing.
In addition to hot peppers, there's another essential ingredient in making sauces: vinegar. Vinegar plays a crucial role, and finding a local partner was a matter of course. And so it was that Maison Orphée cider vinegar was chosen to feature in the majority of Pimenterie's sauces, a collaboration that makes both companies proud!
From tradition to trend
At La Pimenterie, a dynamic philosophy has been adopted: the company never rests on its laurels. Instead, a persistent commitment to engaging consumers, surprising their taste buds and pushing the boundaries of creativity remains the key to staying relevant.
Today, La Pimenterie is dedicated to perfecting its sauces and brand identity, the founding elements that have shaped its reputation. That said, there's no stopping their passion to create! It's not unusual to see collaborations, limited editions or even new, original products.
Anticipating trends is a golden rule. The ongoing effort to stay ahead of public expectations, by exploring new avenues of taste and creativity, remains a constant and stimulating mission for Julien and his team.
Pairings and discoveries
Each hot sauce has a distinct flavor profile, making them all exceptional in the right circumstances. Julien Fréchette places a strong emphasis on pairing, recognizing that flavors can be enhanced or muted depending on what accompanies the sauce. These taste experiences also put the story behind each bottle into context, letting consumers discover them in their own way.
Take Newton, for example.
This sauce is a fusion of Quebec and Mexico, unfolding a narrative in three acts: first, Quebec apples, offering a natural fruity touch that then evolves towards smoky notes to finally reveal the spiciness of habanero. A subtle homage to Isaac Newton's famous theory of gravity that goes well with a variety of everyday dishes, including grilled meats and Mexican fare.
For a wine to shine, you need the perfect match, so why not do the same with hot sauces?