IT STARTED WITH SEEDS FROM BACK HOME.

Spring 2020. The world had stopped. A father and his son stood in a backyard in Burlington, Ontario, pressing pepper seeds into soil.

Not seedlings from a garden center, seeds carried from the countries that shaped them. Seeds that had crossed oceans in coat pockets and carry-on bags, passed between cousins and aunts, planted and replanted in new soil every season—a quiet ritual of not forgetting.

When the first plants broke through the ground, they weren't just growing peppers.

They were growing memory.

FLAVOURS THAT MEAN SOMETHING.

That means travelling to the source. Sitting in the kitchens. Eating at the roadside stalls. Understanding why the balance of heat, acid and sweetness was arrived at over generations.

Al Pastor: Mexico City trompo stands, where Lebanese immigrants brought shawarma culture in the 1930s and something entirely new was born.

Muffuletta: The Italian immigrant kitchens of New Orleans, where Sicilian families created something that belonged to neither Italy nor America—but entirely to them. We understood that story personally.

Green Island Jerk: A roadside stall on Jamaica's north coast, feeding locals for over 30 years. No sign. No social media. Just fire, pimento wood smoke, and a spice blend that makes everything else taste like it's trying too hard.

Peri-Peri: Mozambique's coastline, where Portuguese traders met African heat centuries ago and the piri piri pepper—named in the Ronga language, meaning simply "pepper pepper"—became the backbone of an entire grilling culture.

We honour these traditions.

180+ DAYS IS A COMMITMENT.

Fermentation isn't a trend. It isn't a gimmick. It's a biological process that transforms raw peppers into something mass production can't replicate. Lactic acid bacteria break down sugars and carbohydrates, reducing the glycemic load while producing postbiotics—beneficial compounds that support gut health. What remains is genuine complexity: umami depth, layered heat, the kind of finish that develops on your palate instead of just burning it.

It costs more. It takes longer. We're wildly passionate about this and even teach others through our workshops series. The flavour says it all.

Every batch is all-natural. No artificial colours. No preservatives. No shortcuts.

CANADA NOTICED.

Within a few years of that first backyard harvest, Fury had become one of Ontario's most recognized craft hot sauce brands—nearly 1 in 10 bottles of artisan hot sauce sold in Ontario carries the Fury name.

In July 2025, at Walmart Canada's inaugural Canada Growth Summit, Fury was awarded the Golden Ticket—one of the most coveted acknowledgments in Canadian retail, reserved for brands with the products, the story, and the momentum to go national. Fury's national rollout with Walmart launches in 2026.

This isn't luck. This is what happens when you refuse to compromise. And we're just getting started.

WE BUILD TOGETHER.

Fury supports 40+ independent artisan makers through the Friends of Fury program—a curated network of small-batch producers whose values align with ours.

We share shelf space, audiences, and resources because we believe a rising tide lifts all boats.

We source from local farms when possible. We create jobs in Burlington, Ontario. We contribute to cultural organizations tied to the traditions we honour.