Meet Suemur Bezabeh | Sales Executive

We had the good fortune of connecting with Suemur Bezabeh and we’ve shared our conversation below.

Hi Suemur, what was your thought process behind starting your own business?
Starting The Horn Ethiopian Hot Sauce was a deeply personal journey for me, one that was driven by a profound desire to honor my family’s heritage and legacy. From a young age, I knew I wanted to collaborate with my family in Ethiopia, who have been involved in import and export for generations. However, I wasn’t entirely certain how this dream would manifest.

As I reflected on my life, I realized that I wanted to create something meaningful that would not only expose people to the incredible flavors of Ethiopian cuisine but also pay tribute to my family’s ties to our homeland. The story of The Horn is inseparable from our family history, spanning generations and carrying forward the traditions and values that have been passed down.

My transformative moment came when I visited my family in Ethiopia at the age of 20. Living with my aunt and savoring her remarkable cooking, particularly the freshness of her mitmita and berbere spices, changed my perspective on life. I felt a deeper connection to my roots and knew that I wanted to create something that would bring our family closer and honor my father’s memory.

So, I conceived the idea of The Horn Hot Sauce, a hot sauce made from my aunt’s cherished family recipe and sourced with fresh ingredients directly from our family in Ethiopia. Our hot sauce is a way for us to share the richness of our culture and cuisine with the world, and it’s an ode to the values of family, tradition, and authenticity that we hold dear.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
The Horn Ethiopian Hot Sauce is more than just a condiment; it’s a labor of love and a celebration of our rich heritage. What sets us apart is our unwavering commitment to authenticity, quality, and the deep connection we have with our roots.

Our journey to where we are today has been both rewarding and challenging. Starting The Horn was not easy, but it was incredibly fulfilling. We are most proud of the fact that we’ve been able to create a product that truly represents the flavors and traditions of Ethiopia. Our hot sauce is a fusion of fresh berbere and mitmita spices, handpicked by my family in Ethiopia, and made with care and dedication to ensure its authenticity.

The path to success was marked by various challenges, as any entrepreneurial venture would be. One of the biggest hurdles was introducing a unique and authentic product like ours to a broader market. We faced the challenge of educating consumers about Ethiopian cuisine and the distinctiveness of our hot sauce. Overcoming this required creativity and perseverance.

Lessons learned along the way have been invaluable. We’ve discovered that authenticity and quality are non-negotiable in our industry. We’ve also learned the importance of adaptability and continuous improvement. We constantly seek feedback from our customers and use it to refine our products and business practices.

What we want the world to know about The Horn is that it’s more than just a hot sauce; it’s a bridge between cultures and a celebration of family. We want people to taste the genuine flavors of Ethiopia, and through that experience, connect with the rich traditions and stories of our family. Every bottle of The Horn Ethiopian Hot Sauce is a piece of our heritage, and we are excited to share it with the world.

Our journey hasn’t been easy, but it’s been immensely rewarding. We hope that our story and our hot sauce inspire others to embrace their roots, celebrate their culture, and pursue their passions, no matter how challenging the path may be. We’re excited to continue our journey, sharing the flavors of Ethiopia with the world and honoring the legacy of our family.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend were visiting the area for a week, I would want to give them an unforgettable experience, highlighting the best of our region. Here’s a little itinerary that combines the most fun, interesting, and exciting places to visit:

Day 1: Explore the Vibrant City

Morning: Start the day with a visit to a local farmer’s market. It’s a great way to immerse ourselves in the local culture and sample some fresh, organic produce.
Lunch: Enjoy a delicious Ethiopian meal at a local restaurant, experiencing the diverse and flavorful cuisine firsthand.
Afternoon: Visit a nearby art gallery or museum to appreciate the local art scene and culture.
Evening: Head to a rooftop bar with stunning views of the city skyline for cocktails and live music.

Day 2: Outdoor Adventures

Morning: Embark on a scenic hike or nature walk in one of the nearby parks or nature reserves, taking in the breathtaking views and fresh air.
Lunch: Have a picnic at the park or enjoy a meal at a charming cafe in a picturesque setting.
Afternoon: Explore the local wineries or breweries for some wine or craft beer tasting.
Evening: Gather around a bonfire at a nearby beach and enjoy a relaxing evening with friends.

Day 3: Cultural Immersion

Morning: Visit a historical landmark or museum that showcases the rich history of our region.
Lunch: Savor a meal at a restaurant known for its fusion of international and local flavors.
Afternoon: Attend a local cultural festival or event, where we can experience traditional music, dance, and art.
Evening: Enjoy a live performance at a local theater or concert venue.

Day 4: Day Trip to the Countryside

Morning: Take a scenic drive to the countryside, where we can explore charming small towns and enjoy a leisurely breakfast at a local cafe.
Lunch: Picnic by a serene lake or river, surrounded by nature.
Afternoon: Go horseback riding or hiking in the picturesque countryside.
Evening: Return to the city and dine at a cozy restaurant with farm-to-table cuisine.

Day 5: Food Adventure

Morning: Start with a visit to a local bakery for some fresh pastries and coffee.
Lunch: Explore the local food truck scene, trying a variety of international and fusion dishes.
Afternoon: Attend a cooking class or food tour to learn about the culinary traditions of our region.
Evening: End the day with a visit to a gourmet ice cream parlor or dessert bar.

Day 6: Waterfront Experience

Morning: Spend the morning at the beach, swimming, sunbathing, and playing beach volleyball.
Lunch: Enjoy seafood at a waterfront restaurant, with ocean views.
Afternoon: Try water sports like kayaking or paddleboarding.
Evening: Watch the sunset over the water and have a beachfront barbecue.

Day 7: Farewell Brunch and Souvenirs

Morning: Have a farewell brunch at a cozy cafe, reminiscing about the wonderful week.
Shopping: Explore local boutiques and shops for unique souvenirs to remember the trip by.
Afternoon: Visit a local spa for relaxation and rejuvenation.

This week-long itinerary would give my best friend a taste of the diverse experiences our region has to offer, from culture and cuisine to outdoor adventures and relaxation. It’s all about creating lasting memories and cherishing our time together.

Who else deserves some credit and recognition?
Absolutely, I’m delighted to dedicate this shoutout to the incredible individuals who have played a pivotal role in the success of The Horn Ethiopian Hot Sauce. First and foremost, I want to express my heartfelt gratitude to my wife, Stella Bezabeh. She has been my unwavering pillar of support throughout this entire journey. Stella not only shared in the initial concept but has been a driving force behind the scenes, helping shape the vision of The Horn Hot Sauce. Her creativity, dedication, and unwavering belief in our mission have been instrumental in bringing our dream to life.

I also want to extend my appreciation to Joseph Wyno, who’s expertise in market research has provided us with the essential insights needed to navigate the competitive food industry landscape. His contributions have helped us make informed decisions and refine our strategies, ensuring that The Horn Hot Sauce reaches the right audience and continues to grow.

Furthermore, I must acknowledge the ongoing support of my entire family, both in Ethiopia and here in the United States. Their encouragement, advice, and love have been a constant source of inspiration and motivation. The Horn is a testament to the strength of our family bonds and the rich cultural heritage we hold dear.

In addition to individuals, I would also like to express gratitude to the broader community and our customers who have embraced The Horn Ethiopian Hot Sauce. Your support has been the driving force behind our growth, and we are deeply appreciative of every individual who has tasted the unique flavors of our sauce.

Website: tastethehorn.com

Instagram: @tastethehorn