How Mike’s Hot Honey Created a New Category
- Jun 4, 2026
- 30:59
- Full Episode
ABOUT THE EPISODE Can a simple idea create an entirely new product category?
Mike Kurtz, Founder of Mike’s Hot Honey, shares the story behind transforming a homemade honey and chili pepper infusion into one of the most recognizable brands in the condiment aisle. He discusses the role New York City’s pizza community played in the brand’s early growth, how word of mouth helped fuel national expansion, and why authenticity remains central to the company’s success. The conversation explores category creation, brand building, consumer advocacy, strategic partnerships, and the challenges of scaling a business while maintaining a strong community connection.
ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.
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Brief Summary
Mike Kurtz discusses the origins and marketing of Mike's Hot Honey, emphasizing community and authenticity in brand building.
Key points
- The Origin of Mike's Hot Honey. Mike Kurtz shares how a trip to Brazil inspired his unique honey product.
- From Hobby to Business. Mike discusses the transition from making honey for personal use to starting a business.
- Community and Authenticity. Mike explains how the pizza community helped grow his brand authentically.
- Unique Collaborations. Mike talks about partnering with iconic brands to expand his product's reach.
- Nostalgia for Utz Chips. Utz chips are a beloved staple in New York bodegas, evoking childhood memories.
- The Power of Word of Mouth. Authentic marketing creates genuine relationships, turning customers into advocates.
Episode highlights
- The Origin of Mike's Hot HoneyMike Kurtz shares how a trip to Brazil inspired his unique honey product.“I was blown away and just loved the combination of the sweet floral notes of the honey with the heat from the chili peppers.”3:11Jun 4, 2026
- From Hobby to BusinessMike discusses the transition from making honey for personal use to starting a business.“It was a hobby for a long time before it became a business.”5:35Jun 4, 2026
- Community and AuthenticityMike explains how the pizza community helped grow his brand authentically.“The pizza community really became the backbone of the brand.”11:11Jun 4, 2026
- Unique CollaborationsMike talks about partnering with iconic brands to expand his product's reach.“We try to partner with brands that share our values.”20:56Jun 4, 2026
- Nostalgia for Utz ChipsUtz chips are a beloved staple in New York bodegas, evoking childhood memories.“Every kid who grows up in New York experiences that.”22:05Jun 4, 2026
- The Power of Word of MouthAuthentic marketing creates genuine relationships, turning customers into advocates.“The marketing becomes the word of mouth marketing.”23:25Jun 4, 2026
- Innovative Flavor PairingThe combination of honey and chili peppers is a novel experience for many.“Most people have never experienced together.”23:52Jun 4, 2026
- Building a Brand MoatYears of relationship-building create a unique brand community that’s hard to replicate.“That’s not something that can be replicated very easily.”29:24Jun 4, 2026
