Startups Innovators Hot Sauces Bring the Heat
January 23, 2025 | 1 min to read
Entrepreneurs like Steve Seabury are tapping into the vibrant market of hot sauces, targeting Gen Z and younger millennials. Inspired by his passion for spicy foods, Seabury founded High River Sauces after gaining initial fame during the Metal Alliance Tour. Today, he sells hundreds of thousands of bottles across 800 U.S. grocery stores and internationally while also organizing hot sauce festivals, celebrating the growing enthusiasm for this fiery culinary trend.
Entrepreneurs target Gen Z and younger millennials with an innovative array of hot sauce products.
Steve Seabury is typical of a generation of entrepreneurs who have applied their creativity, talents, and energy to hot sauces. “I always enjoyed making hot sauces and eating peppers and doing stupid things with spicy food,” says the music impresario who put together 600 bottles of his specialty sauce for the Metal Alliance Tour in 2011 and started High River Sauces.
Fast forward, and Seabury is selling a couple hundred thousand bottles of High River Sauces in about 800 U.S. grocery stores and online to 11 countries as well as organizing hot sauce festivals around the country each year where hot pepper aficionados sample new sauces, stage tongue-burning tasting challenges, and generally bask in a growing hot sauce culture.
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