THE ORIGIN STORY
THE SPARK (2016)
It started with a stroke. Literally.
In 2016, after my stroke, the death of a close friend, and a traumatic injury to my wife, I decided it was time to create something positive. I needed to birth something that wasn’t cult-related—just bottles of tasty hot liquid pepper children.
I had been playing with my band, S.U.B., but had to switch from drums to guitar after the stroke. I felt lucky to be alive, but I needed to redirect my passion. Stuck in the house healing, I started making sauce. I realized peppers are medicinal—antihistamines, great for blood flow, great for everything. I can’t think of a single thing they are bad for (unless it’s too hot).
I started giving sauces to friends. They told me to sell it. I was stoked. I had finally created something people actually enjoyed.
Walter
ChiChi
Henry
FROM THE KITCHEN TO THE STREETS
I’m not a businessman. I’m a cook. I started at Outback Steakhouse, worked banquet halls, and even went to culinary school at Oakland Community College. I recall the exact minute I decided school wasn’t for me. The teacher pointed to a piece of equipment and asked what it was. I said, “That’s the soup warmer.” She looked at me and said, “No, that’s a bain-marie.” Yeah, alright. But it warms soup.
THE KICKSTARTER
We launched with $3,000 in funding. That allowed me to make the first order: 25 cases of Black Garlic Habanero and 25 cases of Michigan Cherry Habanero. With the help and support of so many people that believed in me, we turned those cases into a company.
LEGENDS & REVIEWS
The “Why?” Guy: Once at a tasting, a guy tried the Black Garlic Habanero and asked, “Why would you make that?” To this day, that is my favorite reaction.
The Tough Guy: We were at a festival, and this guy was bragging about his heat tolerance. He tried the Give Up The Ghost sauce and ended up rolling around on the floor crying. Ten minutes earlier, a nine-year-old girl ate the exact same sauce and was fine. Everyone is different.
You never go where you think you’re gonna go. I just want to make sauce, make condiments, and make food. No one knows what the future will bring, but I think it looks pretty bright.