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Daniel Fitzgerald
Manager, Retail Partnerships at Fair Trade USA
Daniel Fitzgerald is a seasoned professional with over seven years of experience in the food industry, primarily known as the Co-founder and Executive of Small Axe Peppers.
Daniel's passion lies in developing top-notch, creative, and sustainable food items that cater to a broad range of consumer tastes and preferences.
In his role as the CEO of Small Axe Peppers, Daniel utilizes his expert knowledge in food science, business growth, and strategic leadership to drive the company's vision and expansion.
A pioneer of an innovative economic model, Daniel sources peppers from community gardens nationwide, fostering social impact, supporting low-income farmers, and elevating product quality and differentiation.
Responsible for product R&D, sales, marketing, and operational infrastructure at Small Axe Peppers, Daniel ensures the company aligns with customer needs, stays competitive, and achieves financial objectives.
Focused on continuous improvement, Daniel actively seeks out opportunities to enhance processes, product offerings, partnerships, and industry impact.
Daniel's educational background includes a Master's degree in Food Science from MSc Food Identity and a Bachelor's degree in English Language and Literature/Letters from New York University.
His professional experience spans roles such as Manager of Retail Partnerships at Fair Trade USA, Chief Executive Officer, and Chief Operations Officer at Small Axe Peppers, as well as positions at Teach For America and the Newington Cropsey Foundation.
Highlights
I am thrilled to share with all of you that I have been appointed as the new President & CEO of Small Axe Peppers ! It is an honor to take on this new role and to continue the mission of promoting sustainable and healthy eating practices by partnering with community gardens across America.
As part of my new role, I will be embarking on a cross-country Community Gardens Awareness Tour to highlight the people, places, and partners who make up the Small Axe community. I will be visiting 80 gardens, in 58 towns, in 24 states across America. Our Certified B Corporation has donated more than 9000 seeds to these gardens in 2023. These seeds will act as starters for hot pepper plants to be used in Small Axe Peppers' unique offerings of hot sauce flavors. Each garden represents a small regional piece of America, reflecting our uniqueness as well as our similarities, despite the obvious differences in geography, color, socioeconomic and culture. The goal of the Community Garden Awareness tour is to highlight all the areas we work together and how excellent that work is, every day.
As part of the Community Gardens Awareness Tour, the brand is launching a companion series called #IAMSMALLAXE. This online series will demonstrate the profound impact of purchasing Small Axe Peppers hot sauce by sharing the stories behind the peppers. All the people who make up the Small Axe community – the gardeners, retailers, chefs, and customers - will be front and center. The purpose of the series is to show how everyone is a small axe fighting for healthier food, greener cities, and a greater sense of community.
I am excited to join this incredible team and to continue to support community gardens across America. Our economic model, like this country, is resilient. My tour will demonstrate this toughness, while reinforcing the importance of community gardens, and encouraging people to support these gardens with just a trip to the supermarket. Thank you to John A. Crotty, who will become Chairman, for his leadership and for entrusting me with this role. And thank you to the Small Axe Peppers community for your support and dedication to promoting sustainable and healthy eating practices. Together, we will continue to make a positive change in the world around us.
