An Ontario-based small business that had almost reached the end of its 38-year run has found a renewed lease on life, and it mainly has Reddit to thank for that.
“This company is our family’s story, built across three generations,” Aliza Welch, whose mother, Shenul Williams, owns and operates Pickering-based Aki’s Fine Foods, tells me. “Being family-run isn’t just a business decision – it’s a personal one.”
Founded in 1986 by Aliza’s grandfather, Aki Virji (of the name), a “proud Indo-African immigrant with a passion for sharing the flavours of his Indian and Tanzanian heritage,” the business has been churning out flavour-packed sauces, chutneys and pickles ever since.
When Aki passed away from brain cancer, the torch was officially handed over to Shenul, who has continued to lead the business, Aliza tells me, on the simple mandate “to make bold, authentic sauces and pickles accessible for everyday home cooks.”
“She believes that no one should have to compromise on quality, flavour, or tradition, even if they are short on time,” Aliza adds.
Aki’s has been filling Ontario’s need for Indo-African flavours since 1986.
Coconut, tamarind and mango chutneys, Peri Peri hot sauce and mango and lime pickles are just a few of the punchy, singular offerings at Aki’s, which, Aliza adds, are all still “packed with the same dedication and love that my grandfather put into it when he started Aki’s.”
That dedication is fed, of course, by the fact that Aki’s remains a largely family-run operation to this day, with Aliza’s dad Steve, aunt Azmina, uncle Moez, cousin Malika, and husband Peter all playing integral roles in keeping the business alive.
Under Shenul’s guidance, the company has continued to grow, hitting the shelves of major retailers and independent grocers alike — but that doesn’t mean that the small, woman-owned business was immune to the woes of the Covid-19 era and subsequent economic turmoil.
In fact, Aliza tells me, there was a time when the future of the business was in question.
“During COVID, many of the restaurants and shops that carried her products closed down and she had spent the past few years slowly rebuilding from that loss,” Aliza tells me.
“The thought of facing another major setback was overwhelming. She didn’t know if the company could survive it, even after being in business for 38 years. More than anything, she wasn’t sure if people still cared about small-batch, family-run food brands.”
One day, amid those very concerns, which had undoubtedly been growing under the increasing threat of a U.S.A-Canada trade war, Aliza took to Reddit’s r/BuyCanadian page to voice her mother’s concerns, while singing the (very valid) praises of her company.
“I didn’t think much of it at the time, and I didn’t even tell her I’d done it,” Aliza tells me, “I just wanted to share her story and highlight her incredible Canadian-made products.”
The following morning, staving off the frustration she felt at her husband shaking her out of a dead slumber and insisting she look at the Reddit post, she opened her computer and did exactly that.
Half-asleep, she was greeted with a flood of comments filled with support and encouragement. “People genuinely wanted to know how they could support my mom and where to find her products,” Aliza says.
Meanwhile, Shenul watched in awe as orders came pouring in online. According to Aliza, her mother was “stunned.”
“She’s operated entirely through word of mouth for 38 years and has never really promoted her website or had a social media presence,” Aliza tells me. “When I told her about the post and she started reading the comments, she cried. There have been a lot of happy tears since.”
Shenul includes a hand-written thank-you note in every order.
In the weeks since the post went viral, things have only remained fast and furious for Aki’s Fine Foods, but Aliza tells me Shenul’s gratitude for the renewed excitement about the business has never wavered, even amid an unprecedented surge of business.
“She’s included a written personal thank-you note with every single order,” Aliza, who, along with the rest of the family, has been working 12-hour days ever since the post blew up, tells me.
“We’re just blown away and so grateful. There truly aren’t enough words to express how thankful I am to everyone who has supported my mom,” she adds.
“In the face of so much uncertainty, Canadians rallied behind her and changed her life overnight. I couldn’t be more excited for others to experience the incredible food that’s filled our home with warmth and flavour for as long as I can remember.”
As much as the story of Aki’s has impacted Aliza’s own life directly, she also believes that it can be a testament to the power community holds in uplifting the many local businesses that, much like Aki’s, find themselves in uncharted territory today.
“Please do not let anyone ever tell you that buying Canadian does not have an impact,” Aliza would like to tell Canadian consumers. “
Your decision to buy Canadian is changing the lives of small business owners across the country and we will all be forever thankful.”
If you’re curious to try out Aki’s internet-breaking sauces, chutneys and condiments for yourself, visit their online store.
