Taste Radio

This week, we’re joined by Nick Guillen and Nick Ajluni, the founders of TRUFF, a fast-growing brand of upscale, truffle-infused hot sauces that are promoted as “the pinnacle of heat experience.” Founded in December 2017, TRUFF quickly became known for its sleek packaging and decadent flavors, eventually becoming one of the top-selling hot sauce brands on Amazon and a favorite among chefs and celebrities, including Oprah Winfrey, who included TRUFF on her coveted “List of Favorite Things” in 2018 and 2019. Amid surging sales, last year the company raised its first round of capital at a valuation of over $25 million. As part of our conversation, Guillen and Ajluni spoke about how their shared backgrounds in digital media and streetwear fashion contributed to the creation of TRUFF and how Instagram factored into the brand’s design and aesthetic. They also explained why it took two years to get to a finished product their thoughtful approach to retail and why investors are betting on them as entrepreneurs as muc