The Secret Aardvark Trading Co., the Portland-based hot sauce company, recently launched its newest product. This is a significant deviation from what they are known for, the hot sauces. The new offering is the company’s first non-sauce product, but it has retained the bold flavor that its fans have come to associate with the hot sauce. The snack has been made by combining the company’s distinctive spice with high-quality hazelnuts, sourced and processed by Laurel Foods, a local grower. The idea was born out of a serendipitous encounter during a trade mission to Canada and was then finalized when Stacy Moritz, the owner of the company, tasted the hazelnuts and envisioned infusing them with Aardvark’s signature flavors.
Aardvarks Nuts can be ordered directly from the Secret Aardvark website and are being considered for distribution in more general retail outlets, although Moritz says getting product onto grocery shelves can be a slow process. So far, the early sales have been promising, which reflects the growing appeal of the brand’s innovation.
Founded in 2004 by Scott Moritz, who created the first version of Aardvark hot sauce, the company has experienced consistent growth under Stacy’s leadership since 2009. Currently employing seven full-time people, Secret Aardvark has grown to encompass five hot sauces and two marinades, all sold in over 4,300 locations nationwide, including national retailers like Albertsons, H-E-B, and Meijer, in addition to local favorites like Whole Foods and New Seasons Market.
The release of Aardvarks Nuts comes after a year of major milestones, such as the high-profile partnership with Taco Bell. In April, Taco Bell partnered with Secret Aardvark to make a limited-edition Serrabanero sauce for its Nacho Fries. For Moritz, this was a personal milestone because it was based on her first original recipe. Despite the fact that fulfilling big orders for a large fast food chain has been pretty challenging, the business partnership has increased the visibility of Secret Aardvark’s products-even though this hasn’t directly translated into a significant financial boom.
Looking to the future, Moritz remains committed to expanding the brand while staying true to its core values. She plans to introduce further products that fit Secret Aardvark’s focus on bold flavors. Although privately owned, Moritz has refused offers from investors in order to maintain control over the business and her commitment to longstanding distributor relationships.
