What started as two college friends chasing side hustles and building an Instagram account called @Sauce has grown into one of the most recognizable premium food brands in America. Today, TRUFF can be found in more than 17,000 retail locations nationwide, with an innovation pipeline stretching far beyond hot sauce.

Co-Founders Nick Guillen and Nick Ajluni join Starting Small to share how they set out to create the "Cîroc of hot sauce," spent nearly two years perfecting their original recipe, and turned a digitally native brand into a retail powerhouse. They unpack the early days of packing orders themselves, landing on Oprah's Favorite Things in year one, pioneering viral food content, and recently refreshing the brand with new packaging, Mild Sauce, and a line of Aioli & Dipping Sauces.

Make sure to check them out at: https://www.truff.com/

Check out my new book on Amazon: https://amzn.to/4kRKGTX

Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO

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Thank you to this episodes mid-break sponsor, Kichler Landscape.

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