New York-based hot sauce company Small Axe Peppers has not one but two exciting announcements regarding its brand growth and awareness. The provider recently appointed Daniel Fitzgerald as its new President and Chief Executive Officer on top of a cross-country Community Gardens Awareness Tour to highlight the people, places, and partners that make up the Small Axe community.
“Since the beginning, our brand philosophy has been ‘we are alike my friends that we are unalike’—essentially, each garden represents a small regional piece of America,” said Fitzgerald. “Each story reflects our uniqueness as well as our similarities, despite the obvious differences in geography, color, socioeconomic, and culture. The goal of the Community Garden Awareness Tour is to highlight all the areas we work together and how excellent that work is every day.”
In his new role, Fitzgerald will be succeeding John A. Crotty, who will become Chairman, a release explained.
Fitzgerald will be traveling across the United States, documenting his journey and sharing it on the brand’s social media channels as part of the Community Gardens Awareness Tour. On the tour, he will be visiting 80 gardens in 58 towns across 24 states.
Small Axe Peppers, a Certified B Corporation, has donated more than 9,000 seeds to these gardens in 2023. The seeds will act as starters for hot pepper plants to be used in Small Axe Peppers’ hot sauce flavors.
As part of the Community Gardens Awareness Tour, the Small Axe Peppers is also launching a companion series called #IAMSMALLAXE. The online series will demonstrate the impact of purchasing the brand’s hot sauce by sharing the stories behind the peppers.
“COVID has had a real impact on businesses all across the world and ours was no different,” said Crotty. “But our economic model, like this country, is resilient. Daniel’s tour will demonstrate this toughness while reinforcing the importance of community gardens and encouraging people to support these gardens with just a trip to the supermarket.”
Keep your eyes peeled for Daniel Fitzgerald as he makes his way across America!