The Food Chain How to set a food trend
Sep 17, 2025
Mike Kurtz, founder of Mike's Hot Honey, shares the labor-intensive journey behind popularizing his spicy condiment. Robert Craggs, Pladis's culinary innovator, reveals how trend scouting takes them around the globe for inspiration. Chef Pierre Thiam advocates for the ancient grain fonio, highlighting its potential and cultural significance. The trio discusses the intricacies of branding and scaling food trends, predicting that health-oriented and sensory-led foods will dominate future markets, driven by social media buzz.
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Origin Story Of Hot Honey
- Mike Kurtz invented Mike's Hot Honey after tasting chili-infused honey on pizza in Brazil and recreated it in college.
- He began selling bottles from a Brooklyn pizzeria bar in 2010 and grew demand through diners' reactions.
Fonio’s Nutritional And Market Potential
- Pierre Thiam identifies fonio as a climate-resilient, gluten-free ancient grain with neutral flavour and fast cooking time.
- He positioned fonio as versatile and suitable for both traditional dishes and modern products like chips and beer.
Field Research In Italy
- Katie McDaid traveled through Italy tasting regional antipasti to source authentic products for UK launches.
- She values tasting family-run restaurants to understand ingredients and applications.