Startups Innovators Hot Sauces Bring the Heat

Entrepreneurs target Gen Z and younger millennials with an innovative array of hot sauce products.

By Dale Buss

December 19, 2024

©bhofack2 /iStock/Getty Images Plus

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 s…

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About the Author

Dale Buss, contributing editor, is an award-winning journalist and book author whose career has included reporting for The Wall Street Journal, where he was nominated for a Pulitzer Prize ([email protected]).