At Large with Scott Norton #29: Nick Guillen - Happy Savage
My guest today is Nick Guillen, co-founder of Truff, the brand that dared to ask: what if hot sauce had swag? What started as an Instagram handle became a culinary empire, it's sold at nearly every major grocery store, served at Starbucks, and backed by Kim Kardashian’s investment firm. But behind the viral moments and celebrity co-signs is something deeper: a commitment to craft that borders on obsession.
In this episode, we'll hear how Nick and his co-founder didn't just build a brand, they've architected a vibe, pulling inspiration from the worlds of streetwear, luxury fashion, and internet culture to bottle something that felt improbably both exclusive and accessible. And of course, you'll get a premier on truffles.
Please enjoy my conversation with the meticulous, magnetic, and mildly spicy Nick Guillen.
Show Notes:
- Truff's Instagram, @Sauce
- Nick's Instagram
- Search Engine - A Dubai Chocolate Theory of the Internet
- Jon Buscemi
- The War of Art
- Radha Arora on Gstaad Guy podcast
Chapters:
- 01:24 Understanding Truffles and Umami
- 04:21 The Origin of Truff: From Instagram to Culinary Empire
- 05:47 Building a Brand: The @Sauce Handle
- 07:28 Creating a Singular Hot Sauce
- 18:48 The Influence of Fashion and Streetwear
- 23:56 Social Media Evolution and Retail Expansion
- 31:31 Building a Cool Team
- 32:24 Partnerships with Restaurants
- 34:50 The Rise of Hot Sauce in America
- 36:25 Fundraising and Celebrity Endorsements
- 38:53 Leadership Culture and Bias for Action
- 42:03 At Large and Off The Cuff
- 52:21 Omlette Recipe
…….
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