Heat You Can Handle: How a Chef Turned His Hot Sauce Into a Brand
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Heat You Can Handle: How a Chef Turned His Hot Sauce Into a Brand
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In today’s episode, we chat with Matt Kuerbis, Escoffier Chef Instructor in Plant-Based Culinary Arts and Hospitality & Restaurant Operations Management. A chef-educator and entrepreneur, Matt blends classroom teaching with real-world brand building through his hot sauce company, HYCH.
Matt opens up about the high-stakes pivot behind “Heat You Can Handle.” He explains why trademark conflicts forced a name change from Hoss Soss, how sharpening the brand promise (flavor over fire) clarified positioning, and the practical steps that took HYCH from farmers’ markets and cooler-only sales to retail shelves in 100+ stores—co-packers, process authority letters, brokers, and 3PL fulfillment—while pricing for shrinking margins at scale.
Join us as Matt shares the founder mindset he teaches: conquering “restaurant math” fear, keeping books exit-ready, meeting guests where they are (plant-based, gluten-free, flavor-forward), and taking the very first steps—register the business, define your USP, and validate with real customers. It’s a candid, step-by-step guide for food entrepreneurs who want to turn a product into a brand—and a brand into a business.
