If you’ve ever sprinkled a little Pepper & Me magic into your dinner, you’ve got Cherie Metcalfe to thank. The Rotorua-born, Pāpāmoa-based chef, entrepreneur, and mum-of-two has turned her obsession with good food into one of New Zealand’s most-loved foodie brands.
With more than 80 spice blends, pastes, and sauces, stocked in over 300 outlets nationwide, plus a thriving online community of more than 100,000 food lovers, Cherie has made it her mission to “make really good food, really easy.”
Her latest cookbook, Seasoned, is full of 90+ no-fuss, big-flavour recipes that turn weeknight dinners into something worth looking forward to. But behind the success of Pepper & Me is a story of hard work, hustle, and a whole lot of heart.
From Rotorua Waitress to World-Travelling Chef
Cherie’s love of food began early. Growing up in Rotorua, she started waitressing as a teenager and begged the chefs to let her help out.
“I learned to make desserts first, then salads and mains – all while still in high school,” she recalls.
That curiosity and drive took her from local restaurants to superyachts and eventually into the homes of thousands of Kiwi families through her recipes and products.
Rethinking What “Good Food” Really Means
Working in fine dining shaped Cherie’s view of what food could be – but it was travel that changed everything.
“You realise good food can be anything – sometimes it’s born from love or tradition or culture. Good food doesn’t need to look perfect,” she says.
Her goal now? To make cooking fun and easy. “I want people to get excited about food, make it a hobby rather than a chore.”
Market Stalls, Baby Pepper, and a Dream
Pepper & Me started small – really small. “It was me, baby Pepper, a borrowed fold-out table and a bedspread as a tablecloth,” Cherie laughs.
Would she give that version of herself any advice? “Honestly, nothing – she wouldn’t have listened! I had to make my own mistakes.”
Pinch-Me Moments and Exploding Christmas Boxes
Since then, Pepper & Me has grown into a food empire. Cherie’s highlights include collaborations with brands she admires, creating the popular Pepper & Me advent calendars, and self-publishing Seasoned completely in-house.
But not every moment has been smooth sailing. Cherie recalls one Christmas when a partner company’s sauce fermented in the heat – causing gift boxes to literally explode under Christmas trees.
“It was our first big disaster, but we handled it with care, kept customers happy, and learned just how strong relationships can be when you turn a negative into a positive.”
Balancing Business and Family
As the face of a rapidly growing brand, Cherie knows what it’s like to juggle too much.
“For years I dropped a lot of balls. Now I know where I can add the most value and I hire great people to do the rest,” she says. “It’s taken nine years, but I do have balance now – and I enjoy a slower pace.”
Her two children, Pepper and Kit, are also part of the process. “They’re my toughest critics! Kit doesn’t really like anything and thinks I’m obsessed with food. Pepper has great tastebuds – she’s all about French butter and dark Whittaker’s chocolate.”
Cherie says cooking for her kids keeps her recipes grounded: “Easy, fuss-free, no dishes, simple ingredients – that’s what we’re all about.”
Inside Seasoned: A Collection of Favourites
Described as her “greatest hits,” Cherie’s latest cookbook features her personal favourites, team picks, and top customer recipes.
“There’s loads of simple baking to do with your kids, and twists on old-school classics,” she says. “If you’re completely uninspired, try anything with Sanders Seasoning – it’s like the ingredient everyone’s been missing all along. Or start with a classic Kiwi mince and cheese pie!”
And the one recipe she secretly hopes will go viral? “The funfetti cake – it just brings me joy.”
Life Beyond the Kitchen
When Cherie’s not in the kitchen, you’ll find her at the beach, hiking (she’s about to do the Abel Tasman track), or travelling and eating her way through new places. “Dining out anywhere new is unbeatable,” she says.
What’s Next for Pepper & Me
Cherie’s vision for the future is simple: more growth, more learning, and more Kiwi homes cooking with Pepper & Me.
And for those dreaming of starting their own food business? Her advice is to just begin.
“Even if you don’t have much! I started with a borrowed table and a few jars of salt. And remember, it’s about the journey, not the destination – learn to enjoy each day as it comes.”
Seasoned is on sale September 12, 2025 from selected bookstores and www.pepperandme.co.nz. RRP $49.95.
