Episode
Founder Feature: Matt Beaman of Goodburn Sauce Co.
- Podcast
- The Startup CPG Podcast
- Published
- Apr 17, 2026
- Duration seconds
- 1712
- Processing state
not_requested- Canonical source
- https://share.transistor.fm/s/7cdbb32b
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Summary
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,…