# Creating a Category: Mike Kurtz, Founder of Mike’s Hot Honey, on Brand Building, Community, and Growth

Page: https://stenobird.com/podcast/wharton-marketing-matters-4542211/creating-a-category-mike-kurtz-founder-of-mike-s-hot-honey-on-brand-building-community-and-growth
Text version: https://stenobird.com/podcast/wharton-marketing-matters-4542211/creating-a-category-mike-kurtz-founder-of-mike-s-hot-honey-on-brand-building-community-and-growth.md
Podcast: [Wharton Marketing Matters](https://stenobird.com/podcast/wharton-marketing-matters-4542211)
Published: 2026-06-04T08:00:00+00:00
Episode link: https://knowledge.wharton.upenn.edu/podcast/marketing-matters/creating-a-category-mike-kurtz-founder-of-mikes-hot-honey-on-brand-building-community-and-growth/
Audio file: https://sphinx.acast.com/p/open/s/63ea72a402ceee00119a07fe/e/6a20bc163ab59ca4e2da6d57/media.mp3
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JSON: https://stenobird.com/v1/public/podcasts/wharton-marketing-matters-4542211/episodes/creating-a-category-mike-kurtz-founder-of-mike-s-hot-honey-on-brand-building-community-and-growth
Duration seconds: 1858

## Resource

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.

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