Saucery’s Path to International Expansion

An exclusive interview with Dirk De Cuyper, Founder of Saucery - covering the brand’s origins, its differentiated growth strategy, and how the World Trade Center Dublin and its global network can support its international expansion.

In a global food market traditionally dominated by shelf-stable products, Saucery is establishing a new standard with fresh, chef-made sauces designed for both professional kitchens and discerning consumers. As commercial kitchens face increasing time and labour constraints, flavour and quality remain non-negotiable. Saucery addresses this challenge with chef-crafted finishing sauces made from high-quality ingredients, delivering consistency, efficiency, and restaurant-level results without compromise. Founded by Dirk De Cuyper and shaped by his experience in the food and events industry, Saucery was created to fill a clear and underserved market need.

Your journey into food manufacturing is not a traditional one. How did Saucery get started? Before founding Saucery, I spent 15 years running an events business, starting in Miami on private yachts and jets, where food quality was key to every experience we provided. What always caught my attention was the gap between high-quality meals and the sauces people paired with them. Friends would buy top-tier ingredients—like a great steak or carefully sourced produce—and then reach for a sauce that had been sitting on a shelf for years. When I examined the market more closely, I realized that both the US and UK were dominated by ambient sauces made for shelf life rather than flavor. Very little was available that was fresh, chef-made, and chilled. That gap became the foundation for Saucery.

What was the core mission behind launching the brand?
From day one, our mission has been to bring fresh, restaurant-quality sauces to both food service and home kitchens without compromise. I’ve always believed that “the sauce makes the meal,” and this philosophy is at the heart of everything we do. We aimed to make it simple to elevate everyday meals without the time, skill, or effort usually needed to make sauces from scratch. Saucery is fundamentally chef-driven—centered on the idea of “Fresh from the Chef”—while remaining accessible and convenient for customers. Freshness, taste, quality, and ease of use are at the foundation of the brand and guide every decision we make.

How does Saucery stand out in a crowded food market?
What’s interesting is that once you look beyond the shelf space, the chilled sauce category isn’t crowded, especially when it comes to branded products. Most sauces are ambient, heavily processed, and designed to last for years. Saucery stands out. Our sauces are fresh, chilled, and naturally preserved, offering a 95-day refrigerated shelf life without artificial preservatives. This makes us a premium choice that aligns with how people cook and eat today.

You operate across both food service and retail. Why was that dual approach important?
Needs vary, but the core opportunity stays the same. In food service, especially in large-scale catering, operators need consistency, efficiency, and cost control. Making everything from scratch isn’t always practical, and ambient solutions often lack depth and quality. In retail, consumers are cooking better food at home than ever before, but they don’t always have the time or confidence to make sauces themselves. We offer a simple solution that provides professional results with minimal effort.

What are your key growth priorities over the next 12–24 months?
This is a pivotal period for Saucery. On the food service side, we are close to securing a national wholesaler in the UK, which would open access to hotels, airline catering, and large-scale contract catering operations. In retail, our focus is on advancing discussions with major grocery and premium retail partners, as well as broader engagement with independent and specialty retailers. Trade shows, industry events, and in-market sampling will continue to play a central role in building awareness and driving trial, as tasting is essential for a chilled, fresh product like ours.

How are you approaching international expansion?
Very deliberate. Our priority is to establish a strong foundation in the UK first. From there, Ireland makes the most sense as the next step — it’s geographically close, culturally aligned, and highly values premium food brands. Beyond Ireland, we’re exploring several European markets, including Benelux, Germany, Poland, and Scandinavia. These regions prioritize quality, convenience, and fresh food. The US is very much part of our long-term plan, but we want to enter that market once our European presence is solidly established.

What led you to join World Trade Center Dublin?
As an ambitious food brand with international goals, having access to the right networks is essential. World Trade Center Dublin provides market insights, trusted introductions, and local support that can greatly lower the risks of expansion. We recognize the true benefit of accessing local expertise, especially as we explore the Irish market and broader European opportunities.

How do you see the World Trade Center network supporting your export plan?
Support comes in many forms - from market research and regulatory insight to introductions with distributors and retail partners. Having a global network that understands local nuances allows us to make better decisions and move faster. Ultimately, it’s about collaboration. We don’t just want access; we seek meaningful partnerships that support our sustainable growth.

What would success look like for Saucery within the World Trade Center network?
Success means entering new markets with confidence and clarity. If we can establish Saucery in Ireland, gain momentum in Europe, and utilize the WTC network to build strong trade relationships, that would be a major achievement.

Finally, what is your long-term vision for Saucery as a global brand?
Our long-term goal is to build on the strong foundation we’re establishing in the UK and expand that success worldwide. We want Saucery to be recognized globally as the standard for fresh, chef-crafted sauces—products that consistently deliver quality, freshness, and convenience for both professional kitchens and home cooks. As we enter new markets, our focus will remain on preserving the product's integrity while making it easier for chefs and consumers around the world to achieve restaurant-quality results. Ultimately, Saucery aims to become a trusted, go-to brand wherever fresh flavor and efficient execution matter most.

Saucery represents a major shift in a category that has traditionally valued shelf life over quality. By providing exceptional, chef-crafted sauces that focus on freshness, consistency, and ease of use, the brand is redefining what both professional kitchens and consumers can expect from everyday flavor. With a targeted growth strategy and clear international ambitions, Dirk De Cuyper is building a business ready to expand across markets while maintaining high standards. Supported by the World Trade Center Dublin and the broader World Trade Center Association network, Saucery’s next growth phase aims to expand its global presence, develop valuable trade partnerships, and deliver fresh, restaurant-quality flavor to communities worldwide.