TRUFF: Nick Guillen and Nick Ajluni

What started as two college friends chasing side hustles and building an Instagram account called @Sauce has grown into one of the most recognizable premium food brands in America. Today, TRUFF can be found in more than 17,000 retail locations nationwide, with an innovation pipeline stretching far beyond hot sauce. Co-Founders Nick Guillen and Nick Ajluni join Starting Small to share how they set out to create the "Cîroc of hot sauce," spent nearly two years perfecting their original recipe, and turned a digitally native brand into a retail powerhouse. They unpack the early days of packing orders themselves, landing on Oprah's Favorite Things in year one, pioneering viral food content, and recently refreshing the brand with new packaging, Mild Sauce, and a line of Aioli & Dipping Sauces. Make sure to check them out at: https://www.truff.com/   Check out my new book on Amazon: https://amzn.to/4kRKGTX Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle   Thank you to this episodes mid-break sponsor, Kichler Landscape. For more than 85 years, Kichler has been designing lighting that doesn't just illuminate a space—it transforms it. And for over three decades, they've been pioneers in landscape lighting, creating some of the most comprehensive and innovative outdoor lighting solutions available today. What I love about Kichler Landscape is that they think beyond simply putting lights in the ground. Their philosophy is all about intentional illumination—using layers of light to highlight architecture, showcase landscaping, create ambiance around gathering spaces, and make outdoor living feel just as inviting after sunset as it does during the day. Visit Kichler.com and discover how thoughtfully designed lighting can completely transform the way you experience your home after dark.