I’d like to thank Fernando Gentil for introducing me to today’s guest, George Milton, co-founder and CEO of Yellowbird Sauce, Spicy condiments crafted to take you on a fiery–fresh food adventure. This is a conversation all about things hot sauce, which I really enjoyed. George takes us through his journey from playing music gigs to becoming known as the hot sauce guy in Austin Texas and eventually scaling his condiment business nationally.
A book the inspired George personally is Siddhartha by Hermann Hesse. A couple books that inspired him professionally are Who Moved My Cheese? By Spencer Johnson and The Tipping Point by Malcolm Gladwell.
In this episode, I ask George –
- Tell me how you got started making hot sauce?
- When did you first realize that this could be a business? How did you determine there was a proof in concept?
- In the early days, when did you have that moment where you wanted to move produce the sauce in commercial kitchens and be able to see it in stores?
- How did you approach sourcing from the very beginning?
- How did you think about pricing and brand positioning?
- How were you able to get into retail? Who do you consider your target audience?
- Why did you choose to fundraise?
- What was your fundraising strategy?
- How has COVID affected Yellowbird?
- What does the next few years look like for Yellowbird? What are some objectives that you’d like to achieve?
- What’s one book that inspired you personally and one book that inspired you professionally?
- What’s one piece of advice that you have for founders?