Episode
Creating a Category: Mike Kurtz, Founder of Mike’s Hot Honey, on Brand Building, Community, and Growth
- Podcast
- Wharton Marketing Matters
- Published
- Jun 4, 2026
- Duration seconds
- 1858
- Processing state
not_requested
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Summary
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. Inspired by a memorable pizza experience in Brazil, Kurtz spent years refining his recipe before introducing the product through New York City’s pizza community. He discusses the power of word-of-mouth marketing, building an authentic brand, fostering customer advocacy, and scaling a business while staying connected to its roots. The conversation explores category creation, strategic partnerships, product innovation, and why community remains one of the strongest competitive advantages a brand can have. Hosted on Acast. See acast.com/privacy for more information.