A Family Hot Sauce Recipe Is Finding Its Way Onto More Tables

A family hot sauce recipe is turning into a growing business.

After years of working corporate jobs, Jhonny decided to take the Peruvian sauce from his father's side of the family and see how far he could take it.

This week, Jhonny shares how Delgado's Fuego found its first customers through family gatherings and brewery markets, the challenge of sourcing rare Rocoto peppers from Peru, and how a new restaurant partnership could help take the brand to the next level.

The Interview

The Product and Audience: What is Delgado's Fuego and who is it for?

Delgado's Fuego makes Peruvian hot sauce using Rocoto peppers and other ingredients from a family recipe passed down through my father's side of the family. The sauces are designed to enrich and complement food rather than simply make it hotter. Foodies are drawn to the unique flavors and relatively mild spice, making the sauces easy to pair with different foods.

The Spark: When did you launch, and what made you say "I need to build this"?

I had spent years working corporate jobs and started feeling like I was simply a replaceable number. After trying a few different ventures in search of more freedom from the traditional 9-to-5, I realized there was already something special within my own family. The hot sauce had always been a hobby, but the more people tried it, the more I saw the potential. What started as something the family made for ourselves began reaching more tables across the U.S.

The Launch: When did you launch and how did you create pre-launch buzz?

Delgado's Fuego's first public market was at Hattie's CLT, a bar in Charlotte. Before that, I had sold at a few private markets for employees at my former corporate job. The initial buzz came from existing customers who wanted to stock up again, along with my own social circles. From there, the brand started getting the sauce in front of more people through markets and events.

The First 100: How did you find your first customers?

The first customers came largely through friends and family. My family would serve the sauce at gatherings, including parties celebrating my dad's birthday on July 4th and New Year's Eve. The brand then started showing up consistently at different brewery markets. Free samples gave people a chance to try the sauce for themselves, and word of mouth started spreading.

The Advice: What would you tell a first-time founder in their first 90 days?

Make sure you have your ducks in a row before getting started so you can avoid unnecessary roadblocks. At the same time, don't wait until everything is perfect. Just go for it and figure things out as you go. Different businesses will require different approaches, but having a clear goal and working toward it can keep you moving forward.

The Reality Check: What is the hardest part of this journey that people don't see on social media?

There have been plenty of moments when my dad and I nearly shut the business down. A major challenge has been figuring out how to move the company forward when we don't always agree on how the business should be run. Sourcing also creates its own problems. Rocoto peppers are rare and only grow in Peru, which can make availability unpredictable. As ingredient costs continue to rise, maintaining the same quality while keeping the sauces at a reasonable value becomes another challenge. For me, the hardest part is continuing to move forward despite all the roadblocks along the way.

The Milestone: What has been your biggest "we made it" moment so far?

I measure success by how much people know the brand. Hearing someone talk about Delgado's Fuego or discovering that someone saw the sauce in a friend's pantry or fridge is what makes me happiest. More recently, the brand started a partnership with Caroline Oyster Bar, a restaurant in Charlotte. Seeing Delgado's Fuego move into a restaurant setting is another sign that more doors are starting to open. The hope is that partnerships like this can create a more stable source of income and help fuel the next stage of growth.

The AI Trend: How have you used AI to help your business grow?

As someone who is very interested in technology, I've used AI here and there in the business. I'm also intentionally taking a cautious approach. While I see the benefits of AI, I don't want to completely replace skills I have developed myself by relying on AI for everything. For now, I'm experimenting with the technology while being thoughtful about how deeply I integrate it into the business.

The Horizon: What should we be excited to see from Delgado's Fuego in the next six months?

Delgado's Fuego is looking to build more restaurant partnerships, getting its sauces onto more tables and in front of more customers. The brand is also working toward a subscription option so regular customers can receive their favorite sauces on a recurring basis. And there is one more goal. Of the brand's four sauces, three have already received awards. Coropuna, the newest sauce, is the only one still waiting for its first. I'm hoping that changes soon.

The Shop: Where can readers find Delgado's Fuego?

Delgado's Fuego is available at locations across North Carolina and through the brand's online store, which ships throughout the U.S. You can find current retail locations and shop directly at delgadosfuego.com.

The Connection: Where is the best place to follow along?

Follow along on Instagram at @delgadosfuego, or start at delgadosfuego.com for links to Facebook, X, Threads, TikTok, and more.