On this World Food Day, we’re diving into a unique fusion of flavors and sounds. Meet Lethabo Thibedi, the visionary founder behind Loma Sauces and Pastes, a South African artisanal brand that adds a tantalizing bite to your culinary creations. Lethabo, whose company Loma Taste is a one-woman show, has discovered the perfect addition to any pantry to elevate your everyday meals to dining experiences.
As she sauces raw ingredients, creates delightful pastes, and manages every aspect of her business, she’s also weaving a symphony of flavors with a soundtrack that’s as rich and diverse as her offerings. Lethabo’s journey from a lockdown-born venture to a unique culinary experience is a testament to the power of passion, perseverance, and the harmonious marriage of music and food.
Join us in this interview as we uncover the story behind Loma Sauces and explore how music compliments the art of food.
Could you share with us a bit about who you are (childhood and upbringing), and the moment in your life when you first fell in love with creating scrumptious sauces and pastes? What inspired you to pursue this as a professional career?
[LETHABO THIBEDI]: I was born and raised in Pretoria. I grew up all over Pretoria because we moved around a lot. My first memory of learning how to cook was my mom showing me how to make a meal smell and taste amazing by using the right spice combination. Growing up I knew I wanted to work in the medical field, so after high school, I went on to study nursing at Wits. After working for three years as a Professional Nurse, I decided to switch careers. I went to school and got a law degree, after which I did my articles and became admitted as an attorney. When Covid hit and we were all forced to cook for ourselves. I started playing around with making my own pantry staples and that’s how I first made the Spicy Harissa paste. I absolutely loved it. This encouraged me to keep going and that’s’ how the Loma range was made. It was not my plan to become an entrepreneur but working on Loma Sauces and Pastes fuels me so much, I couldn’t see myself doing anything else after that point.
What do you love most about Loma Sauces and Pastes – what have you learnt in your years in business and what were some of the challenges that you faced and managed to turn into moments of achievement?
[LETHABO THIBEDI]: What I love most about Loma Sauces and Pastes is how versatile they are. They go well with everything except cereal. During the time I have been in business I have learned to trust myself a bit more. I didn’t have any knowledge about starting or running a business prior to this, but I have learned that it’s okay to ask for help when you need it. I don’t have to do everything on my own. This was especially true because the biggest challenge of being a own person operation is knowing when to outsource and not feeling pressure to do it all yourself. After pacing myself and giving it my best, I’m really proud of the fact that Loma Sauces and Pastes are in two retail stores, online and a regular feature at the Playground in Braamfontien.
Could you provide an example of three sauces or pastes, their ingredients, and the music genre they each would perfectly complement (give more context to this pairing)?
[LETHABO THIBEDI]: Our Pineapple Jalapeno sauce is fresh and spicy, perfect for adding to salads and meat. It works wonders as a marinade for those days when nothing but braaied meat will do! We all know that in South Africa – Summer time is braai time! Can you have a braai without Amapiano? I don’t think so. The sweetness of the fresh pineapple blended with the spicy kick from the jalapenos is a vibe, just like Amapiano music. Now the Jalapeno Pesto is a twist on a classic. It’s got all the good stuff we like; fresh cilantro, parsley spinach (yes Spinach), wall nuts and of course jalapeno peppers. This is your everyday go-to to spice up even the most mundane sandwiches or elevate a simple pasta meal. As someone who grew up in the Golden Age of RnB, this paste is a like Boys II Men or Toni Braxton, anytime is go time. The Spicy Harissa Paste is little more subtle but packs an exotic punch. This North African inspired paste might be the most surprising. It looks like it’s the hottest one, but it’s actually the mildest out of the four. Made with red bell peppers, spices and a dash of chili peppers, this will definitely be a favourite for most, just like Afro Beats! Imagine Tems in a bottle.
When creating a sauce that matches a music genre, how do you approach it differently for genres like classical and hip-hop, which have distinct moods and characteristics?
[LETHABO THIBEDI]: When creating the sauces and pastes, I focus on the feeling I would like the person using then to experience. It translates differently with each sauce because they have varying levels of intensity. But with all the sauces and pastes, I would like for the customer to feel that what ever meal they made, in whatever mood they were in, was all the better after adding Loma Sauces and Pastes. Just like how the different genres of music can make you feel the same way, I’m thinking about how Bone Thugs and Harmony’s Crossroads and Beethoven’s Symphony Number 3 can both put you in a sombre mood, or how Duke Ellington’s In a sentimental mood and or Madonna’s Take a Bow can put you in a sentimental mood, so can different sauces and pastes put you in different moods.
In what ways do you believe the connection between music genres and food enhances the dining experience and forges a deeper emotional connection with customers?
[LETHABO THIBEDI]: Music and the dining experience are 100% connected, imagine eating a silent restaurant, it would feel so awkward. Food is used in so many cultures as a way to connect and create memories. Communal dining is one of the ways many cultures pass down their traditions and values. I can only hope that in those invaluable experiences when loved ones are sharing a meal, Loma Sauces and Pastes are part of that memory.
Lastly, what exciting developments or new pairings can we anticipate in the future as your business continues to grow?
[LETHABO THIBEDI]: You can look out for a limited addition sauce that will hopefully come soon. The business is growing and I hope that Loma Sauces and Pastes will be in store near you soon.
Check out more of Loma Sauces and Pastes here.
Featured Image Source(s): Supplied
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