My guest today is Nick Guillen, co-founder of Truff, the brand that dared to ask: what if hot sauce had swag? What started as an Instagram handle became a culinary empire, it's sold at nearly every major grocery store, served at Starbucks, and backed by Kim Kardashian’s investment firm. But behind the viral moments and celebrity co-signs is something deeper: a commitment to craft that borders on obsession.
In this episode, we'll hear how Nick and his co-founder didn't just build a brand, they've architected a vibe, pulling inspiration from the worlds of streetwear, luxury fashion, and internet culture to bottle something that felt improbably both exclusive and accessible. And of course, you'll get a premier on truffles.
Please enjoy my conversation with the meticulous, magnetic, and mildly spicy Nick Guillen.
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