NIROCH FERNANDO, FOUNDER, AMMI’S SERENDIPS
Allow me to introduce this week’s guest, the visionary culinary maestro, Niroch Fernando, whose journey began several years ago in London, steering the triumphant Sri Lankan restaurant, Ammi’s Curry in a Hurry. In an era when Sri Lankan cuisine was yet to flourish in the UK, Niroch emerged as a trailblazer, filling the market void by zealously presenting authentic Sri Lankan flavors at his restaurant. A visit to Ammi’s Curry in a Hurry, several years ago, meant an immersive encounter with Niroch’s captivating persona and culinary genius. His magnetic charm and profound knowledge of Sri Lankan cuisine transformed each dining experience into a cultural odyssey. Those green eyes, shimmering with ambition, reflected his fervent desire to elevate Sri Lankan culinary traditions onto the global culinary stage.
However, Niroch’s journey doesn’t stop there. While continuing to champion Sri Lankan cuisine, he has also taken on the role of Operations and Product Development Manager at A&S (Private) Limited, the parent company of the esteemed London-based fast-food chain, Sam's Chicken. His commitment to promoting Sri Lanka and its rich culinary heritage persists. Niroch's latest venture, a line of sauces, stands as a testament to his unwavering dedication. These sauces, a fusion of heritage and innovation, symbolize his relentless pursuit to introduce the world to the diverse flavors of Sri Lanka.
As a young and creative chef, Niroch didn’t merely craft delectable dishes; he became a luminary, an ambassador for Sri Lankan culinary heritage. His tireless commitment transcended borders, positioning him as a pivotal figure championing Sri Lankan cuisine’s prominence not only in the UK but across international gastronomic landscapes. Through his former restaurant and now his signature sauces, Niroch Fernando remains an emblem of passion, creativity, and an unwavering dedication to showcasing the vibrant essence of Sri Lankan cuisine to the world.
What inspired you to create Ammi's Serendips, the first Sri Lankan hot sauce in the UK market, and how did the idea come about?
Having spent most of my life abroad, the authentic flavors of Sri Lankan cuisine remained a constant yearning. It's more than just comfort food; it's a connection to cherished memories of home and family gatherings. Despite the UK’s diverse culinary scene, the absence of Sri Lankan condiments sparked an idea for Ammi’s Serendips. This longing for a specific flavor companion, an essential dip for snacking moments, resonated among many Sri Lankan expatriates. The genesis of Ammi’s Serendips emerged in 2009 during a Sri Lankan pop-up at Whiteleys Shopping Center in Bayswater. Working alongside my father, we crafted flavors embodying our beloved cuisine's essence. Despite our momentum, my father's unexpected passing in 2010 halted our progress. It wasn't just an emotional loss; it disrupted our vision for Ammi’s Serendips. However, this setback became a period of reflection, reigniting my determination to revive our passion and bring our Sri Lankan flavors back to life in the UK market.
Share with us in summary your personal journey; from Classroom to Entrepreneur?
I hail from London, a vibrant melting pot of diverse cultures that shaped my early years. However, my life took a significant turn at the age of five when my family relocated to Colombo. This transition immersed me in the rich tapestry of Sri Lankan culture, offering profound insights into its culinary heritage and the warmth of its people. Attending Colombo International School not only enriched my academic knowledge but also introduced me to the diverse and flavorsome world of Sri Lankan cuisine. During my formative years, a realization struck, a deep-seated passion for the culinary arts began to blossom. The allure of this world captivated me, propelling me towards a definitive career path. This determination led me to pursue education at a prestigious hotel school in Switzerland, an institution that meticulously honed my culinary skills and deepened my gastronomic understanding. Returning to London, a bustling hub of gastronomic innovation, marked the next chapter of my journey. Immersed in the kitchens of esteemed hotels, I diligently honed my craft, striving tirelessly for culinary excellence. A pivotal milestone awaited at Le Cordon Bleu, an iconic institution where I broadened my culinary repertoire, delving into novel techniques and expansive flavor profiles. Professional evolution continued as I embarked on a culinary expedition within the kitchens of Caprice Holdings, where I refined my culinary expertise as a chef. This tenure proved invaluable, serving as a crucible that tempered my skills and broadened my culinary vision. Subsequently, fate orchestrated a pivotal shift, aligning my trajectory with the esteemed Mark Hix following his departure from Caprice Holdings. Working for Hix proved transformative, affording me invaluable insights and finesse from a luminary in the culinary realm. I served as a Sous Chef, and notably also assisted Mark Hix in launching new restaurants in London, including Chop House and Hix in Soho. This tenure proved invaluable, serving as a crucible that tempered my skills and broadened my culinary vision.
Surprising even to myself, my culinary journey diverted towards the realm of fast foods, ushering a transition to A&S Fast Foods. This new frontier offered a contrasting yet equally enriching facet of the food industry. Departing from the refined ambiance of haute cuisine, this experience unveiled insights into a sphere driven by efficiency, innovation, and catering to the mass market. Each phase of this gastronomic odyssey has been instrumental in shaping me into the chef, entrepreneur, and connoisseur of flavors I am today. The amalgamation of diverse experiences from various corners of the culinary world has woven a rich tapestry of skills, knowledge, and an unwavering passion for the artistry of food.
Who is Niroch Fernando? What experiences in life have shaped you as an Entrepreneur?
My culinary journey began with a fervent passion for food that led me to prestigious hotel schools in Switzerland and London's renowned Le Cordon Bleu. I transitioned through various roles, from sous chef to head chef at a bustling fine dining establishment in London, honing my skills in orchestrating flavors and managing high-paced kitchens. A significant shift saw me delve into the world of fast-food chains, an experience that broadened my understanding of catering to diverse audiences and operational efficiency. This transition wasn't just about working within the fast-food industry but also venturing into brand operations and management, gaining a holistic perspective. Each phase contributed to a diverse skill set, drawing from haute cuisine precision to the fast-paced dynamics of quick-service restaurants. This amalgamation of experiences sculpted a versatile professional, well-versed in various culinary domains and equipped with an in-depth understanding of the intricate tapestry that defines the food industry.
The journey, marked by learning, adaptation, and innovation, has shaped me into a seasoned chef and entrepreneur, ready to navigate the ever-evolving landscape of gastronomy.
Could you describe the unique flavors and ingredients that make Ammi's Serendips distinct from other hot sauces on the market?
The Devilled Onion chili sauce stands apart from standard hot sauces with its unique flavor profile. Unlike traditional hot sauces, it offers a nuanced blend of tastes. Tamarind introduces a delightful sweet and sour undertone, while the spice doesn't immediately overwhelm the palate; instead, it gradually unfolds, allowing you to savor the intricate layers of onion, garlic, tamarind, and lime. This sauce isn't just about heat; it's a symphony of flavors that evolve harmoniously, creating a distinctive culinary experience that transcends the usual fiery intensity associated with typical hot sauces.
How does the traditional Sri Lankan Achcharu influence the flavor profile and preparation of Ammi's Serendips?
Our sauce mirrors the essence of a traditional Achcharu, sweet, sour, and spicy, found in Sri Lankan cuisine. Inspired by the beloved street-vendor pickled pineapple and mango, it embodies these familiar flavors. Trials and refinements were pivotal; perfecting the balance was crucial. Through meticulous testing, we captured the hot, salty, sweet, and sour essence of Achcharu, ensuring its representation in every bottle. This dedication resulted in bottling the authentic essence of Sri Lankan flavors, delivering a harmonious blend that encapsulates the heart of Achcharu's taste in our sauce.
Can you share the story behind the name 'Ammi's Serendips' and its significance in representing the product?
The name ‘Ammi’s’ evokes cherished memories from my mother’s and aunties’ kitchens, resonating with my childhood. Pairing ‘Ammi’s’ with our land's ancient name, Serendib, felt seamlessly suited for our Sri Lankan sauce range, encapsulating the essence of heritage and home-cooked flavors in a perfect union.
The hot sauce market is competitive. How do you plan to stand out and capture the attention of consumers in the UK?
In a crowded hot sauce market, our unique Sri Lankan Achcharu-flavored sauce stands out amid generic options. The growing familiarity of UK residents with these flavors, propelled by the surge of Sri Lankan restaurants, notably in central London, has significantly elevated Sri Lankan cuisine. This cultural embrace has been invaluable, granting long-overdue recognition to our country's culinary richness. Finally, our cuisine receives the appreciation it rightfully deserves, marking a pivotal moment in celebrating Sri Lankan flavors on a broader platform.
Do you ship internationally, if so, how can our readers purchase your sauce?
We offer international shipping, allowing you to buy our sauces directly through our website or via the links on our Instagram and TikTok profiles:
- Website: www.Serendips.Co.uk
- Instagram: @Ammis_serendips
- TikTok: @ammisserendips
Are there any unique uses or pairing suggestions for Ammi's Serendips that you would recommend for to consumers looking to try it for the first time?
Incredibly versatile, our sauce serves as a fantastic cooking marinade or a delectable dip straight from the bottle. My wife adores marinating lamb chops with it, a truly divine combination! It's a staple on our cheeseboards, harmonizing exquisitely with Brie and goat cheese. Additionally, it's the quintessential accompaniment to our Sri Lankan short-eats, reflecting its versatility as a flavor enhancer across diverse culinary delights.
In what ways do you envision Ammi's Serendips contributing to the promotion and recognition of Sri Lankan cuisine and culture in the UK?
Although Sri Lankan-style ready meals are increasingly present in UK supermarkets, the absence of Sri Lankan-style sauces on shelves is noticeable. We aspire to fill this gap, envisioning our product widely accessible and recognized as a go-to dipping sauce and marinade. The aim is to offer consumers the convenience of authentic Sri Lankan flavors, complementing the existing ready meals and contributing to a more comprehensive representation of Sri Lankan cuisine in mainstream markets.
What are your future plans for Ammi's Serendips? Are there any new flavors or products in the pipeline, or do you have expansion plans beyond the UK market?
Our plans include introducing a range of new sauces.
Will you launch the product in Sri Lanka?
Absolutely! Our plan for 2024 includes launching the product in Sri Lanka.
