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The Startup CPG PodcastThe top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.. Author: Startup CPG
The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success. Language: en Genres: Business, Entrepreneurship Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Founder Feature: Matt Beaman of Goodburn Sauce Co.
Episode 292
Friday, 17 April, 2026
In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Matt Beaman, co-founder of Goodburn Sauce Co., a regenerative, farm-focused hot sauce brand based in Austin, Texas with a deep love for rare and exotic chili peppers from around the world.Matt shares how a career that took him from writing for kids' television to Disney marketing to Facebook brand management ultimately led him back to Austin — and into the world of hot sauce. He introduces co-founder Carson Hoovestol, a reggae dub producer and longtime natural products retail veteran who has been plant-based for decades and brings an encyclopedic knowledge of produce and ingredients to the brand.Together, they dig into the origin of Goodburn's anchor ingredient — the Papa Dreadie Scotch Bonnet pepper, a legendary Austin variety with roots in Jamaica and a backstory that involves a beloved local character, a reggae scene, and a frozen stash of heirloom seeds that arrived like something out of Jurassic Park. Caitlin shares her own personal favorite, the Arbol Primo, and makes a strong case that the hot sauce market is far less saturated once you actually taste what's inside the bottles.Listen in as they cover:How a friendship, a garden, and a legendary pepper variety became a hot sauce brand — How dates and fruit replace sugar in Goodburn's sauces — and why there are zero natural flavors, artificial flavors, or preservatives — The regenerative farming philosophy behind the brand and the Texas and California farm partners making it possible — What the "Goodburn zone" actually means and why finding that heat sweet spot is harder than it looks — The branding story behind Goodburn's standout label, from the OG designers to creative director Zach Shapiro — Where Goodburn is currently carried, including a recent acceptance into Central Market — What's coming next: South American, African, and Chinese pepper-inspired sauces and a first funding roundWhether you're a founder navigating a crowded condiment aisle, a buyer looking for a premium hot sauce with a real story behind it, or a heat lover who's tired of sauces that are either too mild or too punishing, this episode is for you.Episode Links: Goodburn Sauce Co. Website: https://www.goodburnsauce.com Instagram: https://www.instagram.com/goodburnsauceco Matt Beaman on LinkedIn: https://www.linkedin.com/in/johnmatthewbeaman/ Faire: https://www.faire.comDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.
