About us
Our Mission
1. To deliver the highest quality, all natural, artisanal chili products that celebrate the rich flavors of Indonesia.
2. To create and develop a fermented hot sauce market that unites chili lovers across the archipelago.
JJ Fire Origins
The brand JJ Fire was officially born on 1 April 2024 under the company name PT. Citra JTJ Cahaya. James Hunt, one of the co-founders, had been experimenting making fermented hot sauce for the previous 4 years. He decided to turn it into a business after numerous people who had tried or been gifted his sauces said he should start selling them.
At our core, we believe in producing artisan chili products that are full of flavor, using all natural ingredients. We source products as locally as possible and even have some varieties of chili grown specifically for us by our main supplier.
JJ Fire Story
Our journey traces its origins back to 2016 when James (a.k.a Chili Jim) took up gardening. Little did he know it would result in a passion for growing a variety of edible foods, notably chilies, but also including eggplants, cherry tomatoes, cucumbers, Asian greens and other vegetables.
As James grew into growing, he became a more capable grower. By 2019 he was harvesting more chilis than he could use. He bought a dehydrator and turned the chilis into powders to preserve them. But he still had many more chilis and didn't want to waste them. Consequently, he started experimenting with making fermented hot sauces.
Over the next few years he mastered the art and science of fermented hot sauce. What started as a fun experiment culminated in selling his sauces at the request of friends, neighbors and colleagues. All of this led to the creation of the legal entity PT. Citra JTJ Cahaya, operating under the brand name JJ Fire.