HaJa began in October 2024 as part of a graduation project during my studies in International Business. Inspired by a deep love for spicy food, I quickly noticed a frustrating gap in the Dutch market: high-quality hot sauces were either too expensive, hard to find, or lacked the heat I was looking for.

Whether ordering online — with long shipping times and high costs — or searching local shops that rarely carried truly spicy options, I found myself constantly disappointed. Even at kebab spots or restaurants claiming to offer “spicy,” the sauces just didn’t deliver.

That’s when I decided to create my own. HaJa was born from the idea that flavor and fire should be accessible — not just to spice lovers, but to anyone who wants a taste of home, no matter where they come from.