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You've got a great product. You're posting on social media. But are you actually building a community - or just racking up likes?

In this episode of Foodpreneur with Chelsea Ford, I chat with Sandra and Jordana from Six-Eyed Scorpion, the award-winning crispy chili oil brand that's absolutely nailing brand building in a crowded condiment category.

Sandra is a chef by trade and founder. Jordana is the head of marketing and brand (and a graphic designer). Together, they've built a premium brand that stands out in a sea of red, bold competitors by going blue, sophisticated, and unapologetically fun.

You'll hear:

🌶️ How they used a competitive matrix to find the gap in a saturated chili oil market - and why they chose blue branding in a category dominated by red

🤝 What community actually means beyond the buzzword (hint: it's not just posting "thank you" on Instagram)

🎨 Their approach to brand collaborations - from pitching Baker Blue to landing Broadsheet coverage

📧 Why people actually reply to their email campaigns and Instagram comments (and what happens when brands just "like" comments instead)

🏆 How having awards, like a BiteBack Award, makes such a difference

Sandra and Jordana break down their philosophy: it's a crime to be boring. They show up at events face-to-face, they share behind-the-scenes content people actually want to watch, and they approach collaborations with ideas (not just asks).

This episode is for brand owners who know their product is good but struggle to build the kind of community and brand affinity that drives repeat purchases and word-of-mouth referrals.

Season 15 is brought to you by Foodpreneurs Festival - a year's worth of sales and promotion opportunities under one roof.

LINKS & RESOURCES:

• Six Eyed Scorpion Website
• Six Eyed Scorpion on Instagram
• Hill Martin
• Delbocia
• Baker Bleu
• Sandra Seah on LinkedIn
• #131 From Kitchen to Retail: How Six-Eyed Scorpion Crispy Chilli Oil is Winning Shelf Space
•  Foodpreneurs Festival Biteback Awards

Season 15

Season 15, out now, is 'Marketing Season' and is being presented by Foodpreneurs Festival.

The highly anticipated 2026 BiteBack Awards & Foodpreneurs Festival are both must-attend events dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists and distributors together under one roof.

You can't miss these events. Here’s why:

• Thousands of stockists looking for new products for their shelves.
• A chance to pitch for funding + mentorship to scale your brand.
• Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
• A NEW Marketing Clinic for hands-on brand strategy - you'll leave with five key messages ready to use.
• Opportunities to get recognised and get your brand in front of industry experts, media, buyers, distributors and fellow brand owners.
• If you’re an Industry Specialist, tap into a highly engaged, niche audience.
• And much, much more.

The full program drops early 2026. For now, block out May 21-22 and click this link to see how you can be part of it.