We were lucky to catch up with Max Born recently and have shared our conversation below.
Max, appreciate you joining us today. What do you think matters most in terms of achieving success?
Success comes in many forms and facets. On one hand, simply being able to pay my bills on time, having a roof over my head, food on the table, and a loving, supportive network is a fundamental measure of success. It’s about the basic stability and contentment that many strive for.
On another level, success is knowing that I am creating products that people love and trust. The joy of seeing customers repeatedly come back for our offerings, the weight our reputation carries, and the trust people place in our new launches without hesitation, all these aspects define success for me.
There are times when I reminisce about the stability of a 9-5 corporate career, with its healthcare benefits, security, a collaborative team, 401k, and a fancy office with an expense account. The appeal of not having to juggle every aspect of the business—from accounting, marketing, and legal matters to backend operations, admin, and taxes—is undeniable.
However, when I reflect on the mission and impact of producing the Sauce Lake City Festival and building a community around other sauce businesses, I see a different kind of success. The fact that we are now co-packing for other sauce companies and making our mark in the industry is incredibly fulfilling. Consulting and coaching others to start their own businesses is another rewarding aspect of my journey.
Success requires perspective. Recently, we have begun taking on some investors, and although every penny stays in the business, I have had to sell my art, take on freelance design jobs, work part-time at a bar, and borrow money to pay my own rent. Living mostly on rice, beans, eggs, and bananas might not seem like success in the traditional sense. However, I believe that one day it will all pay off.
As a small business owner, the journey can be long and challenging, sometimes without a paycheck until the business is sold. Surviving this journey, staying true to the mission, and building something valuable—these are the markers of success, at least according to my mentors.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
For those who may not be familiar with my story, my name is David “Max” Born, and I am the founder of Chili Beak and Saucetown. My journey into the food industry started with a deep-rooted passion for creating flavorful, high-quality sauces that bring people together. After years of working in the corporate food sector, where I held positions such as VP of Quality and Innovation at Sevillo Fine Foods and Marketing Director at Chef Shamy Gourmet (now BetterButter), I decided to venture into the entrepreneurial world.
Chili Beak was born out of a love for bold, spicy flavors. We specialize in producing chili oils, hot sauces, and spicy snacks. Our products are crafted with care, using locally sourced ingredients whenever possible, and we take pride in maintaining high standards of quality and sustainability. In addition to our signature products, we have expanded into co-manufacturing, helping other local sauce companies bring their creations to life.
Saucetown, our culinary incubator, provides comprehensive support services for food startups. We offer co-packing, food safety guidance, marketing, business structuring, graphic design, and sales distribution. Our mission is to make it feasible for founders to avoid burnout and prepare their businesses for scaling. We also host the annual Sauce Lake City Festival, which connects sauce enthusiasts and businesses, fostering a vibrant community.
What sets us apart is our dedication to quality, community, and innovation. We don’t just create products; we build relationships and support other entrepreneurs in the food industry. Our products solve the problem of bland and uninspiring meals by adding a flavorful kick that our customers love. We also address the needs of small food businesses by providing the infrastructure and support they need to grow.
I am most proud of the impact we have made on the local food community and the trust our customers place in our products. It’s incredibly rewarding to see people enjoy what we’ve created and to know that we’ve helped other businesses succeed along the way.
For potential clients, followers, and fans, I want you to know that our brand stands for quality, innovation, and community. We are committed to producing the best possible products and supporting the local food ecosystem. Whether you’re looking for a unique, spicy addition to your meals or need help launching your food startup, we are here to make your culinary dreams a reality.
Thank you for taking the time to get to know us. We look forward to continuing this flavorful journey with you.
Okay – so how did you figure out the manufacturing part? Did you have prior experience?
Yes, we do manufacture our products at Chili Beak. Our journey into manufacturing was driven by a deep passion for creating unique, high-quality sauces that elevate any meal. Initially, we started small, experimenting with recipes in our home kitchen. As demand grew, we realized we needed to scale up production to meet the needs of our customers.
With over 15 years of experience in manufacturing and food safety, I had a solid foundation to build upon. This experience was invaluable as we navigated the complex process of finding the right commercial kitchen, investing in equipment, and ensuring compliance with local, state, and FDA regulations. It wasn’t an easy journey, but it was a necessary one to ensure the quality and safety of our products.
One of the biggest challenges we faced was the high costs and time investment required to set up a manufacturing facility. Finding a commercial kitchen that met our needs and budget was difficult, and the regulatory hurdles were significant. We also explored working with co-packers, but many had high minimum order requirements and startup costs, which can be prohibitive for smaller brands.
This experience taught us many lessons about the realities of manufacturing a product. It requires careful planning, significant investment, and a deep understanding of food safety and regulatory compliance. It also highlighted the importance of resilience and patience in building a successful food business.
Through these challenges, we saw an opportunity to help other small brands navigate the same journey. This is where Saucetown comes in. We position Saucetown as a resource to help smaller brands get off their feet without facing the same high costs and barriers we did. We provide access to commercial kitchens, co-packing services, and comprehensive support, leveraging our experience to guide others on their path to success.
If I had to coach anyone into starting their own sauce business from scratch, I often tell them not to quit their day job right away. Starting a sauce business can be an expensive and time-consuming endeavor. It’s fine to begin as a hobby and gradually grow it into a business. The key is to be prepared for the financial and regulatory challenges and to seek out resources and support that can help you along the way.
Can you share a story from your journey that illustrates your resilience?
Absolutely. Two months into leaving my corporate career to run Chili Beak full-time, COVID-19 hit. Farmers markets, where we made most of our income, shut down. Sampling at stores was no longer an option. It felt like the world was closing in on us. But instead of letting this setback define us, I decided to pivot and build our online presence and website to sell across the country. I focused on strategic partnerships and guerrilla marketing to get the word out.
The personal challenges I faced during COVID aside, this alone could have shut us down. Then again in 2024, I faced personal challenges as well as the disruption of having to shut down production for three months while we built out a new facility. We gained new partners and had to move on from old bridges that weren’t working in our favor. We had immense support from our loyal fans and customers, but once again, we were almost taken down.
Sometimes, you have to step through the gutters to get back on the curb and start climbing the hill again. Both for an individual and a company, there comes a fork in the road or a breaking point where one must choose to stay the course and persevere through the shadows. Trusting in yourself, your vision, your team, and your mission is key.
These experiences taught me resilience in its truest form. They reminded me that no matter how challenging the circumstances, there is always a way to adapt, innovate, and push forward. It’s about believing in your purpose, staying committed to your goals, and having the determination to see them through, no matter the obstacles.
Contact Info:
- Website: https://www.chilibeak.com
- Instagram: chilibeak
- Facebook: chilibeak
- Linkedin: https://www.linkedin.com/in/davidborn2/
Image Credits
Cat Palmer, Light Lens Photos