A Kiwi artisan sauce and seasoning maker is set to expand into the $1.8 billion US market following a surge in demand, after being named the sixth-best meat rub in the world at the American Royal World Series of Barbecue, the largest BBQ competition of its kind.

The Four Saucemen, founded by Adam and Sarah Winter in 2019, initially operated from their home kitchen and garage with a startup investment of $10,000.

The business has since grown significantly, selling over 120,000 units of meat sauces, rubs, and seasonings annually.

Their products are now sold in New Zealand, Australia, and through online platforms such as Amazon.

The Manuka Hot Honey Rub was a standout at the annual event in Kansas City, Missouri, beating out over 900 entries to secure its top spot.

The recognition has sparked increased interest, prompting The Four Saucemen to airfreight a shipment ten times larger than previous orders to meet the post-competition demand.

“We’ve received strong feedback from the US market, which suggests that our products are a good match for American consumers,” said Adam Winter.

“The rub has a five-star rating on Amazon, including a review from a judge at the competition who sought it out after trying it during the event.”

The company’s US expansion will begin with a larger shipment to Amazon and potentially further partnerships with major US suppliers.

Despite the exciting growth prospects, Winter remains cautious about the challenges of entering the US market.

“We’re focused on a staged approach, as we want to ensure we do it right,” he said.

In addition to the US expansion, The Four Saucemen’s growth in New Zealand and Australia has been equally impressive.

In Australia, the company has partnered with Barbecues Galore, adding 20 new retail accounts within the first two weeks of working with a new distributor.

Plans are in place to increase their reach in the Australian market with a target of 500 new retail outlets over the next five years.

The company’s origins date back to a local barbecue competition, where Adam and three friends entered for fun, not knowing that it would lead to a thriving business.

“We realised there was a gap in the market for a gourmet range of meat rubs, so we created our own,” Winter explained.

Now generating over $1 million in annual revenue, The Four Saucemen’s journey is a testament to the power of passion and innovation, and the growing appeal of premium Kiwi-made products.

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