We caught up with the brilliant and insightful Laura Dadap a few weeks ago and have shared our conversation below.
Laura, thanks for joining us, excited to have you contributing your stories and insights. Some of the most interesting parts of our journey emerge from areas where we believe something that most people in our industry do not – do you have something like that?
When I was crafting my elevator pitch, I knew innovation and value proposition were key. Six years later, after meeting countless entrepreneurs in the food space and beyond, I’ve realized we’ve been asking the wrong questions.
Why are we all rushing to slap “the first” or “the best” in front of our products? How does that actually impact our industry?
It took me weeks—maybe months—to distill it down to this: Djablo Sauce is the first Filipino hot sauce made in small batches in the United States. I pored over research to confirm that we were, in fact, the first. But even if my search hadn’t turned up another company doing what we hoped to do, would that truly make us the first?
Real innovation isn’t about being first—it’s about shaping the future. That’s why I’ve shifted my mindset from How can I be the first? or How can I be the best? to If I’m the first, how can I make it better and more achievable for those who come next?
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I’m Laura Dadap, a multi-hyphenate performance artist and small business owner dedicated to cultivating cultural pride through food and storytelling. My journey into the food industry wasn’t just about making a product—it was about sharing a piece of home, a family legacy, and a connection to culture through flavor.
My father, Michael Dadap, came to New York in 1971 to study music, and as a way to stay connected to home, he started making his own hot sauce. It became a staple at our family gatherings, with friends and relatives taking home jars of it. Years later, I realized that what we had wasn’t just a family tradition—it was something truly unique in the market. That realization led me to launch Djablo Sauce, a small-batch hot sauce brand that celebrates bold Filipino flavors.
We specialize in sauces that highlight the ingredients and culinary traditions of the Visayas region of the Philippines, particularly Southern Leyte. What sets us apart is not just our commitment to authentic Filipino flavors but our approach to sourcing and sustainability. We work directly with small farmers and producers, ensuring that the ingredients we use are fresh, never strained, and ethically sourced.
Beyond selling hot sauce, we’re working on something even bigger—creating an ecosystem that strengthens the connection between Filipino farmers, food makers, and the growing demand for authentic Filipino ingredients in the U.S. There’s so much potential in this space, and we’re actively developing new ways to bridge that gap.
I’m incredibly proud that something that started in my family’s kitchen can now make so many people excited about what they have in theirs. One of the most rewarding parts of this journey is seeing how Djablo Sauce helps people rediscover their love for cooking—how a simple drizzle can pack a punch of bold flavor, bring new life to leftovers, inspire creativity, and even reduce food waste. Our sauces aren’t just condiments; they’re a way to make the most of what’s already in your kitchen, transforming everyday meals into something extraordinary.
What started as a passion project has turned into a business that has gained national and international recognition. We’ve been featured on Season 22 of Hot Ones, where Sean Evans called Djablo Sauce “absolutely gorgeous, like a work of art, like the surface of Jupiter.” Our sales skyrocketed after Bobby Flay raved about our sauce, and we’ve since expanded to retailers across the country, with international distribution on the horizon.
For anyone new to our brand, I want you to know that Djablo Sauce isn’t just about heat—it’s about heritage, craftsmanship, and creating a space for authentic flavors from the children of immigrants to thrive on a global stage. Whether you’re a die-hard hot sauce lover, a supporter of small-batch artisans, or someone curious about Filipino cuisine, we’re here to bring you something truly special. And if we’re paving the way, our mission is to make sure we’re not the last.
Can you tell us the story behind how you met your business partner?
When I was newly dating my husband, I brought him a plate of my dad’s cooking—something that meant a lot to me. He finished the plate of roast pork belly and rice, then, without missing a beat, looked at the side of sauce I’d brought with it and shot it like a drink. I couldn’t help but laugh, but in that moment, it hit me—he wasn’t just eating; he was truly experiencing my family’s flavors and culture. The bold, spicy kick that I might have been nervous to share before was now something he was fully embracing.
That moment stuck with me, and when we got married, we wanted to share that feeling with everyone we loved. Instead of traditional wedding favors, we gave out 300 bottles of sauce—small batches that my dad scaled up with help from family friends. Our caterer marinated the entrees with Djablo Sauce so that guests could get a taste of what they’d be taking home. Some opened their bottles right then and there, pouring even more over their food. Others took theirs home to share with someone else.
And then, one guest brought their bottle to a hot sauce tasting room in Brooklyn—and that’s when everything changed. It caught the attention of someone in the industry, and suddenly, we were being asked where people could buy more. That moment was the spark that led us to start Djablo Sauce.
What began as a small way to share something personal with our loved ones turned into a business dedicated to celebrating bold flavors and the connections food can create. It all started with that first plate, that first shot of sauce, and the way food brings people together.
What else should we know about how you took your side hustle and scaled it up into what it is today?
There are seasons to everything, and I’ve definitely experienced a few of them. As a full-time creative, I found myself juggling “day jobs” that drained more time and energy than I had to give, making it harder to focus on the creative work that truly fulfilled me. People often ask if I have a day job to fund my business and support my family, and for the past five years, the answer has been no.
Instead, my passion for creating—and my creative work itself—have fueled Djablo Sauce. In turn, my small business has provided a foundation that supports not only my family but also my creative life. It’s been incredibly rewarding to see how my business has allowed me to offer flexible work to fellow creatives, collaborating with people I love and respect.
What started as a side project, born from a family tradition, has grown into something much bigger. Sharing our sauce with friends and family led to opportunity after opportunity. Our graphic designer often jokes that every time I call him for a new project, it’s always something more exciting than the last. Whether it’s redesigning packaging, launching a new marketing campaign, or brainstorming ways to get our sauce into new spaces, there’s always something on the horizon. It’s been a wild ride, and each new project feels like another step forward—not just in building a product, but in creating a brand, a story, and a community.
That was when I realized I had something worth building. As the business scaled, it became clear that this wasn’t just about a product—it was about fostering creativity, building a community, and supporting the people around me. In shaping our brand’s culture, our top priority has been putting our people first—making sure we can pick up our kids from school if needed or finding a sub for someone if they book a TV show or an out-of-town gig.
Some key milestones along the way include being featured as a locally made product at JFK. Now, when people tell me they can’t buy a bottle because they’re traveling with only a carry-on, I let them know it’s no problem—they can grab one after security on their way to their gate! Hot Ones Season 22 was another major highlight, giving us incredible exposure. But beyond that, I’ve come to realize that our brand isn’t just about making hot sauce—it’s about making connections, bridging cultures, and uplifting other creatives.
Over time, my business has grown into something far bigger than I ever imagined, allowing me to step away from day jobs, live more intentionally, and create something that empowers others to embrace what they do and what makes them unique.
I’m still creating, collaborating, and finding new ways to build something sustainable. And in this season, my small business is both the fuel for my creativity and a way to support other creatives in ways I never thought possible.
Contact Info:
- Website: https://www.djablosauce.com
- Instagram: https://www.instagram.com/djablosauce
- Facebook: https://www.facebook.com/djablosauce
- Linkedin: https://linkedin.com/company/djablo
- Youtube: https://www.youtube.com/@DjabloSauce
Image Credits
Nathan Chang, Clara Hung