May 1, 2025 • 22 mins
In our first episode, Whole Foods Market CEO Jason Buechel speaks with Brooklyn Peltz Beckham, founder of Cloud23 Premium Organic Hot Sauces. Brooklyn shares where he draws his culinary inspiration from and process in developing Cloud23 brand.
We cover:
- How a late night in the kitchen with his wife led to the inspiration and first recipe for Cloud23.
- Brooklyn’s secret sauce to level up his dad’s famous Bolognese recipe.
- Plus, we dive into how Gen Z consumers are shaping a better future food system.
Did you enjoy listening to this episode? Don’t forget to like and subscribe to hear more conversations spotlighting innovation, perseverance, and meaningful impact.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
BTB – Cloud23 - Transcript
Brooklyn (00:01):
One night, like really late, me and my wife were having, um, a bottle of wine in
our kitchen really late at night, and my wife was like, you love hot sauce, you love design.
Why don't you make a hot sauce? So it was kind of, I didn't really think much about it, and
then I ordered a bunch of stuff. I watched a quick video on how to make hot sauce and I
made it. I made the sweet jalapeno one, which is, that's its original recipe which we created
probably. Then I tried it and then I was like, and then the next day I woke up. I tried it again.
I was like, actually, I kind of want to. Try and do something with this.
Jason (00:08):
Welcome to Beyond the Board, where we break bread with some of the most
interesting industry leaders. I'm Jason Buechel of Whole Foods Market, and I'm honored to
host in-depth conversations with some of the most innovative and impactful leaders in the
food industry. Today we're talking with Brooklyn Peltz Beckham, founder of Cloud 23.
Makers of two premium organic hot sauces, a hot habanero, sweet jalapeno. He's a world
traveler, skilled storyteller, content creator and talented cook with the true love for good
food. So, Brooklyn, uh, thanks for joining. I know that you're an avid cook. You're obviously a
world traveler, as you mentioned. I have some of the same passions. I love cooking with
friends and, and family. One of the things that I'm, you know, I get passionate about is any.
Party I go to or hosting I have is, I'm usually making the cheeseboard and, and charcuterie
and yeah. And pulling those together. It's always a lot of fun. Um, what are some of the
things that, uh, you're sort of known for, uh, cooking amongst your friends and family?
Brooklyn (00:20):
So my go-to dish is spaghetti Bolognese. Um, it's something that I used to cook
with my dad and, uh, I kind of took his recipe and I changed it. And it's just honestly like, just
making it is just, it's such a fun process. Because it takes me like five, six hours to make and
it's just, it's so fun. So probably the spaghetti Bolognese is my go-to dish for when I have
people over, when I'm cooking for me and my misses or to any, for anyone really.
Jason (00:25):
That's great. It's got, I'm sure there's a lot of nostalgia.
Brooklyn (00:26):
Yeah. Uh, and it also goes with wine. And I love wine, so That's great.
Jason (00:27):
So, so what tweaks did you make to his recipe?
Brooklyn (00:28):
So I honestly, I add a bit of the sweet jalapeno, I'm gonna get so much rubbish for
this, but I actually add like most of like 90% of the bottle of wine. That's why I say I cook it
for so long is 'cause it, you know, it has to simmer, it has to get all the alcohol out. Um, but I
just, I love that taste of, of, of the wine included in, in the sauce.
Jason (00:32):
So you mentioned, uh, you know, Tokyo being probably your, your favorite city as it
relates to food. What are some of the other top places in the world that have sort of
inspired your cooking and sort of your passion?
Brooklyn (00:35):
Definitely Spain, Milan, and Italy. Outstanding. Yeah.
Jason (00:36):
All beautiful places. Yeah. And, uh, speaking of which, uh, these bottles are
absolutely unique and, and beautiful as you came about the process of wanting to do this
development, like what considerations did you have in your packaging and sort of the
design of the bottles themselves?
Brooklyn (00:40):
I didn't want any plastic. I wanted something that was completely different and I
kind of based it off like a whiskey decanter kind of tattoo style that, but I totally.
Jason (00:42):
totally see it now.
Brooklyn (00:43):
So that's, and I kind of wanted something that like, is like a kind of statement on
the coffee table. You know, obviously even when you open it, you don't have to put it in the
fridge. I don't, and I wanted something also, when you're done with the sauce, you can use
it for other things. That's kind of why I created, I wanted something that like, feels, feels
good. Um, and obviously tastes good. So, uh, it was a really fun process designing this.
Couldn't be happier with the outcome of it.
Jason (00:49):
I've actually reused the bottles for some sauces I've created. Yeah.
Brooklyn (00:50):
Yeah. As well. So, yeah, totally. Totally. It's really good if you remake oil, if you
make your own oil. Oh. With, um. If you like, put it in like a, like a, like a pot and then you
put some like rosemary, garlic, and thyme in there and some salt, and then you clean it out.
Jason (00:53):
It's amazing. How did you learn to cook?
Brooklyn (00:54):
You know, it's kind of always been something that's, uh, it's always been very
close to me. It's something that, you know, me and my dad and my family have. Bonded
over something, me and my wife bond over. And, uh, obviously growing up, um, I've been
lucky enough to kind of live in some pretty cool places and try in all different types of
cuisines, just like learning about like all the cultures and just, I've just always been obsessed
with it. I've always never been afraid to try anything. Um, so it's just something that's always
been very close to me, um, since I was a baby.
Jason (01:01):
Oh, that's great. Uh, what professional chefs have sort of inspired you?
Brooklyn (01:02):
My few favorite chefs. I love Roy Choi and I love Nancy Silverton. Um, those are
two of my, two of my favorites. I was, uh, I've been lucky enough to be able to, um, kind of
do a few videos with them and hang out with them for a while, but, um, they're awesome.
They're so, they're so talented and so lovely.
Jason (01:06):
What was the most exciting thing you made with one of them?
Brooklyn (01:07):
I'm not much of a baker, but when I, um, went to hang out with Nancy, uh, she
showed me how to do this like blueberry pie, which was really cool. Um, and she's, she's so
cool. She's so amazing and, uh, I love her restaurant.
Jason (01:10):
Oh, that's outstanding. One of the things I'm really interested in is how you've
blended your love for food and storytelling. When you created, uh, cloud 23, what was sort
of the defining moment when you realized like this is what you want to do?
The idea Cloud 23 came to me around three years ago, and it obviously started with
my love for hot sauce and my love for cooking. Um, and you know, before that I was cooking
with my family, with my wife, with my friends, with anyone. I just loved it. It was something
that like, just took my mind. Off of things. And uh, yeah. Three years ago I wanted to kind of
create what I thought was the best hot sauce. Um, and something that's really appealing to
the eye and, uh, yeah, started working on it. Built an amazing team, um, who I'm very close
with and who I love. And, uh, yeah, it's, it's been amazing so far. So I'm very happy with kind
of where, what we've done and, uh, we have really big plans that we're working on.
So you've traveled all over the world. Um, you lived in the UK, Spain, Miami, Los
Angeles. How have these locations helped influence. Uh, your appreciation for good food?
Brooklyn (01:23):
Yeah, so ever since I was a baby, um, I've, like I said, I've never been afraid to try
anything. Um, and obviously like living in Madrid. Um, I tried some amazing food there. Uh,
you know, I've lived in Milan, I've lived in, uh, LA London. I lived in New York for a while. Um,
and you know, one of my favorite places is Tokyo. And I don't know, just like traveling
around the world is one of my favorite things to do. Um, and just trying amazing food is, it's
just something that I love, just like trying all different types of cuisines. I, it's just something
that I just really love, um, doing all the time.
Jason (01:30):
So one of the things I love talking with founders about is sort of that moment when
they realize. They really have something there, whether it's the product or the brand. Can
you sort of tell us a little bit about sort of when you had that experience, when you realized
that you, you had something here with, with Cloud 23?
Brooklyn (01:34):
Yeah. So like three years ago, um, I was kind of figuring out what I kind of wanted
to do. Um, I was trying a bunch of things out and then one night, like really late, me and my
wife were having, um, a bottle of wine in our kitchen really late at night, and my wife was
like, you love hot sauce, you love design. Why don't you make a hot sauce? So it was kind of,
I didn't really think much about it, and then I ordered a bunch of stuff. I watched a quick
video on how to make hot sauce and I made it, I made the sweet Jalapeno one, which is,
that's its original recipe which we created probably. Then I tried it and then I was like, and
then the next day I woke up. I tried it again. I was like, actually, I kind of want to try and do
something with this. Like I've, I had so much fun, you know, doing it and. I just really wanted
to kind of create something and then, you know, I was doing my research and, um, you
know, found this kind of white space with, you know, high-end condiments, with great
ingredients. Um, and I just wanted to create what I thought was the best hot sauce. Um, and
then obviously, um, built, uh, an amazing team, found a great CEO and uh, yeah, that's kind
of how it started, but probably when I got the first bottle. When it first came off, like I was
working on it for so long and then like just over a year ago, I got the first bottle and I was
like, wow. Like, I was like, I did this, this is amazing. So probably when I got that first bottle
made, I was like, oh wow.
Jason (01:51):
That's, that's what it really sort of, sort of, uh, sunk in. Yeah. Uh, that's such, that's
such a great story. When you think about sort of the, after you had the idea, what was sort
of like the process that you went through to say, okay, this is, this is how I wanna sort of
bring this brand to life? Like, these are the, these are the attributes and things that are so
important. Um, obviously it's a great tasting hot sauce. It's beautiful. Like you mentioned,
what was sort of the. The way that you sort of conceptualized how you wanted to bring this,
this particular product to market?
Brooklyn (01:58):
Yeah, so I wanted something that was completely different. I wanted something
that was fully organic 'cause that's very important to me. Um, and it's obviously important in
today's world. Um, and then, uh, I wanted something that really stood out. So I started to
design 'cause I had like an idea of the source I wanted. Um, and it's not from like the source
I created, it wasn't any. From like a specific region, I just kind of wanted to make what I
thought was the best hot sauce, um, and what I really liked. Um, and then, uh, started, you
know, I kind of had the idea for the, for the source and then I started to design the bottle.
Um, I found a great, um, design firm to help me with the bottle. And then, uh, I found a CEO
and then I found, which took a long time because there's not many organic hot sauce out
there to try and find, um. An organic co-packer, um, which is in Arizona. It's made in
Arizona. Um, so just like all these little kind of pieces when we put together. Um, it's been a
long process, but it's been the most fun. I've had the most fun the, the last three years, like
kind of building it.
Jason (02:11):
That, that's so great. It's finding the right co-packer is always the toughest thing.
Yeah. Every, every founder I I talk to, it's always, it's always the toughest step in the process.
Um, can you tell us a little bit about, um, the Cloud 23 brand and sort of like what it means
and sort of the kind of story behind that?
Brooklyn (02:15):
23 is my lucky number. It is the day I asked my wife to marry me and, um. Uh,
basically I've been on Cloud nine since I started, since that night in, in, um, since I've, you
know, created the first source. Um, so yeah, so like the, you know, it, the, the name means,
means a lot to me and it has like little meanings behind it.
Jason (02:19):
Right. That's great. I I love that. So, so personal. That's that's great. So, uh, you've
launched exclusively at, uh, whole Foods Market, which we couldn't be happier with. Uh,
can you tell me a little bit, uh, about sort of your journey in connecting with Whole Foods
and sort of what it's meant as far as helping, um, support and bringing this product to
market?
Brooklyn (02:24):
I've always been a massive fan of Whole Foods. I think, like, you know, designing
this, that was always my goal, is to release with Whole Foods. Um, just 'cause like I said, I've
always been a fan and, uh, yeah, just, you know, when I got the opportunity to release it
nationwide with you guys, I was just like, I couldn't believe it, honestly. I still can't believe it.
Um, and the Whole Foods people have been amazing and, you know, I couldn't have asked
for a better launch, um, partner.
Jason (02:30):
Hot sauce is usually, typically associated with different types of, of regions. You've
got, like Tabasco is, is tied to Louisiana, tapatio is tied to, to California. What regions or parts
of the world, um, really inspired you? Uh, around Cloud 23? I wasn't really based in, this isn't
off of any specific region.
Brooklyn (02:34):
Um, you know, there's obviously there's other hot sources that, um, I have loved
before. Um, I have before I created Cloud 23, but it's not. From like a specific region. Um,
but uh, yeah, it was just like, it was really fun like designing kind of, or deciding like what
peppers to put in, um, in the hot sauce. 'cause it's more of a pepper base when most hot
sauce is, is more of a vinegar base. Um, and so yeah, I just wanted to, you know, keep it
simple. Jalapenos, habaneros. And, uh, but yeah, it's, it's not from like a specific reason.
Jason (02:40):
Well, I, I recently learned that there are over 4,000 different types of chili peppers in
the world. Really? You? Yeah. Wow. I, I didn't know that. I didn't know that. I just learned
that in preparing for That's amazing. Our conversation today. Can you tell me a little bit
about the types of chili peppers that you're utilizing, uh, in sourcing and, uh, sort of the, the
focus that the company has going through the process?
Brooklyn (02:45):
Yeah. I think, like, you know, we decided to do habaneros. And, um, jalapenos.
Those are two of my favorite peppers. Like I said, like, uh, there's not many, maybe close to
no organic hot sauces on the market, and that was very important to me to find it organic.
And, um, when I found my co-packer, I went out there and literally, I just tried both peppers
and I was just like, okay, this is it. You know, when you have that moment, when you do
something or try something, you're like, this is it. Yeah. I was like, okay, these, I feel like are
the most traditional peppers. I don't want to put in some random pepper. No one really
knows. I wanted to keep it very simple, very clean ingredients with, you know, just keep it
simple, really. Yeah.
Jason (02:54):
Well, it helps the customer have the expectation. They know the habanero is gonna
be Yeah. Be a little bit, uh, hotter obviously, than the jalapeno. Uh, so that makes perfect
sense. At, at Whole Foods Market, uh, we're really proud that we ban more than 300 food
ingredients, like high fructose corn syrup, hydrogenated fats, and ultimately we use a lot of
organic, uh, ingredients in, in many of the offerings that we've got in our stores at Cloud 23.
Um, we know that your products not only organic, that you mentioned earlier, but you focus
on clean ingredients and make sure that your product does not have gums or stabilizers.
Why was this important for you in, in helping develop the product?
Brooklyn (03:02):
I wanted to create the, you know, the cleanest hot sauce. I think, you know, uh, I
try and eat as clean as possible. And obviously after creating this, I eat a lot cleaner now.
And I think in today's world it's very, um, important. Um, there's no seed oils, there's no
zythum gum or stabilized. There's like you said, and you know, like we said, it's more of a
pepper base. It's 70 30 instead of more vinegar. And the reason why I did that is because
there's no zythum gum stabilizers to kind of. Make it not separate and we still have some
separation, but that's kind of how we show people that it is a very clean ingredient. There's
no stabilizers. There's no. Add stuff in it. That's great.
Jason (03:10):
Well, love, love the standards there. Helping, helping raise the bar and hot sauce.
One of the things that we did last year at Whole Foods is we conducted a study that showed
that 70% of Gen Z support sustainable agriculture practices. Additionally, over 55% of them
are actually willing to pay more money for these products, especially if they're helping
support environmental sustainability. That gives me overall a lot of optimism. How do you
think that this generation of consumers can help impact our food system?
Brooklyn (03:16):
Well, I think like, you know, obviously I'm from gen Gen Z, um, and it's just really
important to me. I think, uh, I'm gonna say again, but like in today's world, people they want
to eat healthy, um, and they want to eat clean. Um, and you know, that's what I just kind of
want to, what I wanted to create, and I think it's, you know, the world's changing. I think it's
very important.
Jason (03:21):
You've established a main kitchen, uh, pantry staple. What are some of the other
staples that you've got in, in your kitchen, aside from hot sauce?
Brooklyn (03:23):
So I think like, obviously making this fully organic, you know, gluten-free, kosher,
no gums or stabilizers, and obviously no seed oils. I'm very kind of picky of what I other
products I choose now because. Now after creating this, I eat, you know, a lot healthier and
I really am picky with kind of what I pick now. So I kind of just go off with like, you know, the
no seed, the no seed oils is very important to me. Yeah. Um, and the organic and kosher.
Jason (03:28):
All right, Brooklyn, before we get into our lightning round, we're gonna do a little, uh,
sampling here. So you want us to share a little bit about the, the product?
Brooklyn (03:30):
Uh, yes. Uh, so we'll try the sweet jalapeno first. And I always tell people to shake
it because there's no stabilizers or gums the first time opening it, it obviously, but that's how
you tell it's, it's a good hot sauce. You like spicy?
Jason (03:33):
I love spicy.
Brooklyn (03:34):
Okay, so you're gonna have a lot. Oh, there we go.
Jason (03:35):
And a big fan of the product is already. So good.
Brooklyn (03:36):
That one's my personal favorite.
Jason (03:37):
And it's the og? Mm-hmm. Yeah, that's my personal favorite.
Brooklyn (03:38):
I really love sweet and hot together. I feel like the sweet really brings out the
flavor, the sweet and hot together. And then I also wanted to create. More of a traditional
hot sauce, which is for the actual hot sauce lovers. It's a bit of a thicker sauce, but it's zero
calories.
Jason (03:42):
What is your favorite thing to put this one on?
Brooklyn (03:43):
So, I love, uh, marinating stuff, like I love marinating fish. Um, when I make fish
and chips, I marinate the cod overnight in the hot sauce.
Jason (03:45):
Oh really?
Brooklyn (03:46):
Yeah.
Jason (03:47):
Never done that before. So good.
Brooklyn (03:48):
What one's your favorite?
Jason (03:49):
Hmm. Really depends on what I put it on.
Brooklyn (03:50):
It doesn't, honestly, the, um, you know, when you eat like something so hot, it
like burns and it is like a horrible feeling. This is hot, but also also it like disappears after like
a couple minutes. Yeah. If you are having it with your dinner, it's not something where if
you, you can only have one bite. This is something you can have with your whole dish. Um,
and I didn't put any stoppers in so you can really pour it on everything.
Jason (03:55):
Yeah. Well, I'll tell you, um, one of the hacks I, I love with, with both of your sauces,
probably the haha in your ear a little bit better, but I love making my own hummus.
Brooklyn (03:57):
Okay.
Jason (03:58):
And so I like making a spicy hummus. Okay. And like, this is like the perfect
ingredient just to make it like. A great spice taste. So that's, um, one of my hacks and how I
use the product. Oh, I like that.
Love it. All right. Those were, um, some great samples. Are we ready for the lightning
round? Yep. Great. Well, I've learned so much today about, uh, your hot sauce. Uh, so thank
you so much for joining. Uh, if you could only cook one dish for the rest of your life, what
would it be?
Brooklyn (04:05):
Um, something. Ooh, spaghetti Bolognese. Oh yeah, there you go.
Jason (04:06):
What's your go-to menu for dinner with your friends at your home?
Brooklyn (04:07):
Okay. What, like starter main's dessert? Yeah. Okay. Starter. I would've, uh,
prawn cocktail. Oh, nice. The Maine would obviously be the spaghetti Bolognese and then
dessert. I would have a pecan pie. Outstanding. I get,
Jason (04:10):
I have to get this Bolognese recipe here. All right. Uh, what's your go-to breakfast?
My go-to breakfast.
Brooklyn (04:12):
Full English.
Jason (04:13):
All right. Coffee or tea?
Brooklyn (04:14):
Uh, tea. I'm not a coffee drinker.
Jason (04:15):
All right. Cake or pie?
Brooklyn (04:16):
Pie. Not a fan of cake. All right.
Jason (04:17):
Uh, hot sauce on ice cream.
Brooklyn (04:18):
I did it the other day actually. It's great. Not any hot sauce. Actually. Free on ice
cream of the sweet jalapeno is really good on ice cream. Yeah. And every time I say that to
people, they're like, why, why? How, why is that good?
Jason (04:21):
I tried that for the first time like four years ago. It's, it's really good. It's good on a
small as well, uh, especially if the ice cream's got a little bit of salt in it too. I, I think it's
good. The last person you called?
Brooklyn (04:24):
uh, my wife.
Jason (04:25):
The last person you texted.
Brooklyn (04:26):
My wife.
Jason (04:27):
Uh, what are your superpowers?
Brooklyn (04:28):
Um, probably my passion for, I. Cloud 23 in the, in the condiment space.
Jason (04:29):
And what daily habit keeps you grounded?
Brooklyn (04:30):
Playing with my dogs. That's great.
Jason (04:31):
Uh, what's one thing you'd wanna share with our team members as they connect, uh,
to our customers and, and share more about, uh, cloud 23?
Brooklyn (04:33):
I think, you know, I love hearing people's feedback, um, when they try Cloud 23.
Uh, you know, it's just because I've been working on it for so long and I just, you know, this
is, I really wanted to create something that people really love. Um, so, you know, it really
means a lot, uh, about their feedback. Um, I, I love hearing people's feedback.
Jason (04:37):
Alright, last questions. We've heard a lot about the first two products that you've
launched with Cloud 23. Uh, what is next for the company?
Brooklyn (04:39):
Like I said before, this isn't just a hot source company. Uh, we're aiming to kind of
attack the whole condiment space. Uh, I'm not gonna say what condiments, but it's all
gonna be in the kind of spicy realm. Um, but yeah, we have a, we have a lot more. To come
and some exciting things.
Jason (04:43):
passionate about, uh, this product. And just wanna thank you so much for taking the
time to talk with us today, uh, Brooklyn, and sharing, uh, all this information about, uh,
cloud 23 and sort of your story and journey along the way. I've really, uh, gotten, uh, to
enjoy getting to know you and thanks for being part of our Beyond the Board and
appreciate, uh, you being, uh, an amazing supplier to Whole Foods Market.
Brooklyn (04:48):
Thank you so much for having me. I've had so much fun. And, uh, yeah, honestly,
thank, thank you so much for everything. Yeah, no, really appreciate it.
Jason (04:50):
Yeah, it's, it's great partnership. Uh, with Cloud 23, Brooklyn Peltz Beckham offers
high quality products and compelling storytelling to bring a fresh, creative perspective to the
culinary world. He connects global audiences by blending media with his passion for
authenticity. And good food.
BTB – Cloud23 - Transcript
Brooklyn (00:01):
One night, like really late, me and my wife were having, um, a bottle of wine in
our kitchen really late at night, and my wife was like, you love hot sauce, you love design.
Why don't you make a hot sauce? So it was kind of, I didn't really think much about it, and
then I ordered a bunch of stuff. I watched a quick video on how to make hot sauce and I
made it. I made the sweet jalapeno one, which is, that's its original recipe which we created
probably. Then I tried it and then I was like, and then the next day I woke up. I tried it again.
I was like, actually, I kind of want to. Try and do something with this.
Jason (00:08):
Welcome to Beyond the Board, where we break bread with some of the most
interesting industry leaders. I'm Jason Buechel of Whole Foods Market, and I'm honored to
host in-depth conversations with some of the most innovative and impactful leaders in the
food industry. Today we're talking with Brooklyn Peltz Beckham, founder of Cloud 23.
Makers of two premium organic hot sauces, a hot habanero, sweet jalapeno. He's a world
traveler, skilled storyteller, content creator and talented cook with the true love for good
food. So, Brooklyn, uh, thanks for joining. I know that you're an avid cook. You're obviously a
world traveler, as you mentioned. I have some of the same passions. I love cooking with
friends and, and family. One of the things that I'm, you know, I get passionate about is any.
Party I go to or hosting I have is, I'm usually making the cheeseboard and, and charcuterie
and yeah. And pulling those together. It's always a lot of fun. Um, what are some of the
things that, uh, you're sort of known for, uh, cooking amongst your friends and family?
Brooklyn (00:20):
So my go-to dish is spaghetti Bolognese. Um, it's something that I used to cook
with my dad and, uh, I kind of took his recipe and I changed it. And it's just honestly like, just
making it is just, it's such a fun process. Because it takes me like five, six hours to make and
it's just, it's so fun. So probably the spaghetti Bolognese is my go-to dish for when I have
people over, when I'm cooking for me and my misses or to any, for anyone really.
Jason (00:25):
That's great. It's got, I'm sure there's a lot of nostalgia.
Brooklyn (00:26):
Yeah. Uh, and it also goes with wine. And I love wine, so That's great.
Jason (00:27):
So, so what tweaks did you make to his recipe?
Brooklyn (00:28):
So I honestly, I add a bit of the sweet jalapeno, I'm gonna get so much rubbish for
this, but I actually add like most of like 90% of the bottle of wine. That's why I say I cook it
for so long is 'cause it, you know, it has to simmer, it has to get all the alcohol out. Um, but I
just, I love that taste of, of, of the wine included in, in the sauce.
Jason (00:32):
So you mentioned, uh, you know, Tokyo being probably your, your favorite city as it
relates to food. What are some of the other top places in the world that have sort of
inspired your cooking and sort of your passion?
Brooklyn (00:35):
Definitely Spain, Milan, and Italy. Outstanding. Yeah.
Jason (00:36):
All beautiful places. Yeah. And, uh, speaking of which, uh, these bottles are
absolutely unique and, and beautiful as you came about the process of wanting to do this
development, like what considerations did you have in your packaging and sort of the
design of the bottles themselves?
Brooklyn (00:40):
I didn't want any plastic. I wanted something that was completely different and I
kind of based it off like a whiskey decanter kind of tattoo style that, but I totally.
Jason (00:42):
totally see it now.
Brooklyn (00:43):
So that's, and I kind of wanted something that like, is like a kind of statement on
the coffee table. You know, obviously even when you open it, you don't have to put it in the
fridge. I don't, and I wanted something also, when you're done with the sauce, you can use
it for other things. That's kind of why I created, I wanted something that like, feels, feels
good. Um, and obviously tastes good. So, uh, it was a really fun process designing this.
Couldn't be happier with the outcome of it.
Jason (00:49):
I've actually reused the bottles for some sauces I've created. Yeah.
Brooklyn (00:50):
Yeah. As well. So, yeah, totally. Totally. It's really good if you remake oil, if you
make your own oil. Oh. With, um. If you like, put it in like a, like a, like a pot and then you
put some like rosemary, garlic, and thyme in there and some salt, and then you clean it out.
Jason (00:53):
It's amazing. How did you learn to cook?
Brooklyn (00:54):
You know, it's kind of always been something that's, uh, it's always been very
close to me. It's something that, you know, me and my dad and my family have. Bonded
over something, me and my wife bond over. And, uh, obviously growing up, um, I've been
lucky enough to kind of live in some pretty cool places and try in all different types of
cuisines, just like learning about like all the cultures and just, I've just always been obsessed
with it. I've always never been afraid to try anything. Um, so it's just something that's always
been very close to me, um, since I was a baby.
Jason (01:01):
Oh, that's great. Uh, what professional chefs have sort of inspired you?
Brooklyn (01:02):
My few favorite chefs. I love Roy Choi and I love Nancy Silverton. Um, those are
two of my, two of my favorites. I was, uh, I've been lucky enough to be able to, um, kind of
do a few videos with them and hang out with them for a while, but, um, they're awesome.
They're so, they're so talented and so lovely.
Jason (01:06):
What was the most exciting thing you made with one of them?
Brooklyn (01:07):
I'm not much of a baker, but when I, um, went to hang out with Nancy, uh, she
showed me how to do this like blueberry pie, which was really cool. Um, and she's, she's so
cool. She's so amazing and, uh, I love her restaurant.
Jason (01:10):
Oh, that's outstanding. One of the things I'm really interested in is how you've
blended your love for food and storytelling. When you created, uh, cloud 23, what was sort
of the defining moment when you realized like this is what you want to do?
The idea Cloud 23 came to me around three years ago, and it obviously started with
my love for hot sauce and my love for cooking. Um, and you know, before that I was cooking
with my family, with my wife, with my friends, with anyone. I just loved it. It was something
that like, just took my mind. Off of things. And uh, yeah. Three years ago I wanted to kind of
create what I thought was the best hot sauce. Um, and something that's really appealing to
the eye and, uh, yeah, started working on it. Built an amazing team, um, who I'm very close
with and who I love. And, uh, yeah, it's, it's been amazing so far. So I'm very happy with kind
of where, what we've done and, uh, we have really big plans that we're working on.
So you've traveled all over the world. Um, you lived in the UK, Spain, Miami, Los
Angeles. How have these locations helped influence. Uh, your appreciation for good food?
Brooklyn (01:23):
Yeah, so ever since I was a baby, um, I've, like I said, I've never been afraid to try
anything. Um, and obviously like living in Madrid. Um, I tried some amazing food there. Uh,
you know, I've lived in Milan, I've lived in, uh, LA London. I lived in New York for a while. Um,
and you know, one of my favorite places is Tokyo. And I don't know, just like traveling
around the world is one of my favorite things to do. Um, and just trying amazing food is, it's
just something that I love, just like trying all different types of cuisines. I, it's just something
that I just really love, um, doing all the time.
Jason (01:30):
So one of the things I love talking with founders about is sort of that moment when
they realize. They really have something there, whether it's the product or the brand. Can
you sort of tell us a little bit about sort of when you had that experience, when you realized
that you, you had something here with, with Cloud 23?
Brooklyn (01:34):
Yeah. So like three years ago, um, I was kind of figuring out what I kind of wanted
to do. Um, I was trying a bunch of things out and then one night, like really late, me and my
wife were having, um, a bottle of wine in our kitchen really late at night, and my wife was
like, you love hot sauce, you love design. Why don't you make a hot sauce? So it was kind of,
I didn't really think much about it, and then I ordered a bunch of stuff. I watched a quick
video on how to make hot sauce and I made it, I made the sweet Jalapeno one, which is,
that's its original recipe which we created probably. Then I tried it and then I was like, and
then the next day I woke up. I tried it again. I was like, actually, I kind of want to try and do
something with this. Like I've, I had so much fun, you know, doing it and. I just really wanted
to kind of create something and then, you know, I was doing my research and, um, you
know, found this kind of white space with, you know, high-end condiments, with great
ingredients. Um, and I just wanted to create what I thought was the best hot sauce. Um, and
then obviously, um, built, uh, an amazing team, found a great CEO and uh, yeah, that's kind
of how it started, but probably when I got the first bottle. When it first came off, like I was
working on it for so long and then like just over a year ago, I got the first bottle and I was
like, wow. Like, I was like, I did this, this is amazing. So probably when I got that first bottle
made, I was like, oh wow.
Jason (01:51):
That's, that's what it really sort of, sort of, uh, sunk in. Yeah. Uh, that's such, that's
such a great story. When you think about sort of the, after you had the idea, what was sort
of like the process that you went through to say, okay, this is, this is how I wanna sort of
bring this brand to life? Like, these are the, these are the attributes and things that are so
important. Um, obviously it's a great tasting hot sauce. It's beautiful. Like you mentioned,
what was sort of the. The way that you sort of conceptualized how you wanted to bring this,
this particular product to market?
Brooklyn (01:58):
Yeah, so I wanted something that was completely different. I wanted something
that was fully organic 'cause that's very important to me. Um, and it's obviously important in
today's world. Um, and then, uh, I wanted something that really stood out. So I started to
design 'cause I had like an idea of the source I wanted. Um, and it's not from like the source
I created, it wasn't any. From like a specific region, I just kind of wanted to make what I
thought was the best hot sauce, um, and what I really liked. Um, and then, uh, started, you
know, I kind of had the idea for the, for the source and then I started to design the bottle.
Um, I found a great, um, design firm to help me with the bottle. And then, uh, I found a CEO
and then I found, which took a long time because there's not many organic hot sauce out
there to try and find, um. An organic co-packer, um, which is in Arizona. It's made in
Arizona. Um, so just like all these little kind of pieces when we put together. Um, it's been a
long process, but it's been the most fun. I've had the most fun the, the last three years, like
kind of building it.
Jason (02:11):
That, that's so great. It's finding the right co-packer is always the toughest thing.
Yeah. Every, every founder I I talk to, it's always, it's always the toughest step in the process.
Um, can you tell us a little bit about, um, the Cloud 23 brand and sort of like what it means
and sort of the kind of story behind that?
Brooklyn (02:15):
23 is my lucky number. It is the day I asked my wife to marry me and, um. Uh,
basically I've been on Cloud nine since I started, since that night in, in, um, since I've, you
know, created the first source. Um, so yeah, so like the, you know, it, the, the name means,
means a lot to me and it has like little meanings behind it.
Jason (02:19):
Right. That's great. I I love that. So, so personal. That's that's great. So, uh, you've
launched exclusively at, uh, whole Foods Market, which we couldn't be happier with. Uh,
can you tell me a little bit, uh, about sort of your journey in connecting with Whole Foods
and sort of what it's meant as far as helping, um, support and bringing this product to
market?
Brooklyn (02:24):
I've always been a massive fan of Whole Foods. I think, like, you know, designing
this, that was always my goal, is to release with Whole Foods. Um, just 'cause like I said, I've
always been a fan and, uh, yeah, just, you know, when I got the opportunity to release it
nationwide with you guys, I was just like, I couldn't believe it, honestly. I still can't believe it.
Um, and the Whole Foods people have been amazing and, you know, I couldn't have asked
for a better launch, um, partner.
Jason (02:30):
Hot sauce is usually, typically associated with different types of, of regions. You've
got, like Tabasco is, is tied to Louisiana, tapatio is tied to, to California. What regions or parts
of the world, um, really inspired you? Uh, around Cloud 23? I wasn't really based in, this isn't
off of any specific region.
Brooklyn (02:34):
Um, you know, there's obviously there's other hot sources that, um, I have loved
before. Um, I have before I created Cloud 23, but it's not. From like a specific region. Um,
but uh, yeah, it was just like, it was really fun like designing kind of, or deciding like what
peppers to put in, um, in the hot sauce. 'cause it's more of a pepper base when most hot
sauce is, is more of a vinegar base. Um, and so yeah, I just wanted to, you know, keep it
simple. Jalapenos, habaneros. And, uh, but yeah, it's, it's not from like a specific reason.
Jason (02:40):
Well, I, I recently learned that there are over 4,000 different types of chili peppers in
the world. Really? You? Yeah. Wow. I, I didn't know that. I didn't know that. I just learned
that in preparing for That's amazing. Our conversation today. Can you tell me a little bit
about the types of chili peppers that you're utilizing, uh, in sourcing and, uh, sort of the, the
focus that the company has going through the process?
Brooklyn (02:45):
Yeah. I think, like, you know, we decided to do habaneros. And, um, jalapenos.
Those are two of my favorite peppers. Like I said, like, uh, there's not many, maybe close to
no organic hot sauces on the market, and that was very important to me to find it organic.
And, um, when I found my co-packer, I went out there and literally, I just tried both peppers
and I was just like, okay, this is it. You know, when you have that moment, when you do
something or try something, you're like, this is it. Yeah. I was like, okay, these, I feel like are
the most traditional peppers. I don't want to put in some random pepper. No one really
knows. I wanted to keep it very simple, very clean ingredients with, you know, just keep it
simple, really. Yeah.
Jason (02:54):
Well, it helps the customer have the expectation. They know the habanero is gonna
be Yeah. Be a little bit, uh, hotter obviously, than the jalapeno. Uh, so that makes perfect
sense. At, at Whole Foods Market, uh, we're really proud that we ban more than 300 food
ingredients, like high fructose corn syrup, hydrogenated fats, and ultimately we use a lot of
organic, uh, ingredients in, in many of the offerings that we've got in our stores at Cloud 23.
Um, we know that your products not only organic, that you mentioned earlier, but you focus
on clean ingredients and make sure that your product does not have gums or stabilizers.
Why was this important for you in, in helping develop the product?
Brooklyn (03:02):
I wanted to create the, you know, the cleanest hot sauce. I think, you know, uh, I
try and eat as clean as possible. And obviously after creating this, I eat a lot cleaner now.
And I think in today's world it's very, um, important. Um, there's no seed oils, there's no
zythum gum or stabilized. There's like you said, and you know, like we said, it's more of a
pepper base. It's 70 30 instead of more vinegar. And the reason why I did that is because
there's no zythum gum stabilizers to kind of. Make it not separate and we still have some
separation, but that's kind of how we show people that it is a very clean ingredient. There's
no stabilizers. There's no. Add stuff in it. That's great.
Jason (03:10):
Well, love, love the standards there. Helping, helping raise the bar and hot sauce.
One of the things that we did last year at Whole Foods is we conducted a study that showed
that 70% of Gen Z support sustainable agriculture practices. Additionally, over 55% of them
are actually willing to pay more money for these products, especially if they're helping
support environmental sustainability. That gives me overall a lot of optimism. How do you
think that this generation of consumers can help impact our food system?
Brooklyn (03:16):
Well, I think like, you know, obviously I'm from gen Gen Z, um, and it's just really
important to me. I think, uh, I'm gonna say again, but like in today's world, people they want
to eat healthy, um, and they want to eat clean. Um, and you know, that's what I just kind of
want to, what I wanted to create, and I think it's, you know, the world's changing. I think it's
very important.
Jason (03:21):
You've established a main kitchen, uh, pantry staple. What are some of the other
staples that you've got in, in your kitchen, aside from hot sauce?
Brooklyn (03:23):
So I think like, obviously making this fully organic, you know, gluten-free, kosher,
no gums or stabilizers, and obviously no seed oils. I'm very kind of picky of what I other
products I choose now because. Now after creating this, I eat, you know, a lot healthier and
I really am picky with kind of what I pick now. So I kind of just go off with like, you know, the
no seed, the no seed oils is very important to me. Yeah. Um, and the organic and kosher.
Jason (03:28):
All right, Brooklyn, before we get into our lightning round, we're gonna do a little, uh,
sampling here. So you want us to share a little bit about the, the product?
Brooklyn (03:30):
Uh, yes. Uh, so we'll try the sweet jalapeno first. And I always tell people to shake
it because there's no stabilizers or gums the first time opening it, it obviously, but that's how
you tell it's, it's a good hot sauce. You like spicy?
Jason (03:33):
I love spicy.
Brooklyn (03:34):
Okay, so you're gonna have a lot. Oh, there we go.
Jason (03:35):
And a big fan of the product is already. So good.
Brooklyn (03:36):
That one's my personal favorite.
Jason (03:37):
And it's the og? Mm-hmm. Yeah, that's my personal favorite.
Brooklyn (03:38):
I really love sweet and hot together. I feel like the sweet really brings out the
flavor, the sweet and hot together. And then I also wanted to create. More of a traditional
hot sauce, which is for the actual hot sauce lovers. It's a bit of a thicker sauce, but it's zero
calories.
Jason (03:42):
What is your favorite thing to put this one on?
Brooklyn (03:43):
So, I love, uh, marinating stuff, like I love marinating fish. Um, when I make fish
and chips, I marinate the cod overnight in the hot sauce.
Jason (03:45):
Oh really?
Brooklyn (03:46):
Yeah.
Jason (03:47):
Never done that before. So good.
Brooklyn (03:48):
What one's your favorite?
Jason (03:49):
Hmm. Really depends on what I put it on.
Brooklyn (03:50):
It doesn't, honestly, the, um, you know, when you eat like something so hot, it
like burns and it is like a horrible feeling. This is hot, but also also it like disappears after like
a couple minutes. Yeah. If you are having it with your dinner, it's not something where if
you, you can only have one bite. This is something you can have with your whole dish. Um,
and I didn't put any stoppers in so you can really pour it on everything.
Jason (03:55):
Yeah. Well, I'll tell you, um, one of the hacks I, I love with, with both of your sauces,
probably the haha in your ear a little bit better, but I love making my own hummus.
Brooklyn (03:57):
Okay.
Jason (03:58):
And so I like making a spicy hummus. Okay. And like, this is like the perfect
ingredient just to make it like. A great spice taste. So that's, um, one of my hacks and how I
use the product. Oh, I like that.
Love it. All right. Those were, um, some great samples. Are we ready for the lightning
round? Yep. Great. Well, I've learned so much today about, uh, your hot sauce. Uh, so thank
you so much for joining. Uh, if you could only cook one dish for the rest of your life, what
would it be?
Brooklyn (04:05):
Um, something. Ooh, spaghetti Bolognese. Oh yeah, there you go.
Jason (04:06):
What's your go-to menu for dinner with your friends at your home?
Brooklyn (04:07):
Okay. What, like starter main's dessert? Yeah. Okay. Starter. I would've, uh,
prawn cocktail. Oh, nice. The Maine would obviously be the spaghetti Bolognese and then
dessert. I would have a pecan pie. Outstanding. I get,
Jason (04:10):
I have to get this Bolognese recipe here. All right. Uh, what's your go-to breakfast?
My go-to breakfast.
Brooklyn (04:12):
Full English.
Jason (04:13):
All right. Coffee or tea?
Brooklyn (04:14):
Uh, tea. I'm not a coffee drinker.
Jason (04:15):
All right. Cake or pie?
Brooklyn (04:16):
Pie. Not a fan of cake. All right.
Jason (04:17):
Uh, hot sauce on ice cream.
Brooklyn (04:18):
I did it the other day actually. It's great. Not any hot sauce. Actually. Free on ice
cream of the sweet jalapeno is really good on ice cream. Yeah. And every time I say that to
people, they're like, why, why? How, why is that good?
Jason (04:21):
I tried that for the first time like four years ago. It's, it's really good. It's good on a
small as well, uh, especially if the ice cream's got a little bit of salt in it too. I, I think it's
good. The last person you called?
Brooklyn (04:24):
uh, my wife.
Jason (04:25):
The last person you texted.
Brooklyn (04:26):
My wife.
Jason (04:27):
Uh, what are your superpowers?
Brooklyn (04:28):
Um, probably my passion for, I. Cloud 23 in the, in the condiment space.
Jason (04:29):
And what daily habit keeps you grounded?
Brooklyn (04:30):
Playing with my dogs. That's great.
Jason (04:31):
Uh, what's one thing you'd wanna share with our team members as they connect, uh,
to our customers and, and share more about, uh, cloud 23?
Brooklyn (04:33):
I think, you know, I love hearing people's feedback, um, when they try Cloud 23.
Uh, you know, it's just because I've been working on it for so long and I just, you know, this
is, I really wanted to create something that people really love. Um, so, you know, it really
means a lot, uh, about their feedback. Um, I, I love hearing people's feedback.
Jason (04:37):
Alright, last questions. We've heard a lot about the first two products that you've
launched with Cloud 23. Uh, what is next for the company?
Brooklyn (04:39):
Like I said before, this isn't just a hot source company. Uh, we're aiming to kind of
attack the whole condiment space. Uh, I'm not gonna say what condiments, but it's all
gonna be in the kind of spicy realm. Um, but yeah, we have a, we have a lot more. To come
and some exciting things.
Jason (04:43):
passionate about, uh, this product. And just wanna thank you so much for taking the
time to talk with us today, uh, Brooklyn, and sharing, uh, all this information about, uh,
cloud 23 and sort of your story and journey along the way. I've really, uh, gotten, uh, to
enjoy getting to know you and thanks for being part of our Beyond the Board and
appreciate, uh, you being, uh, an amazing supplier to Whole Foods Market.
Brooklyn (04:48):
Thank you so much for having me. I've had so much fun. And, uh, yeah, honestly,
thank, thank you so much for everything. Yeah, no, really appreciate it.
Jason (04:50):
Yeah, it's, it's great partnership. Uh, with Cloud 23, Brooklyn Peltz Beckham offers
high quality products and compelling storytelling to bring a fresh, creative perspective to the
culinary world. He connects global audiences by blending media with his passion for
authenticity. And good food.
Popular Podcasts
Fudd Around And Find Out
UConn basketball star Azzi Fudd brings her championship swag to iHeart Women’s Sports with Fudd Around and Find Out, a weekly podcast that takes fans along for the ride as Azzi spends her final year of college trying to reclaim the National Championship and prepare to be a first round WNBA draft pick. Ever wonder what it’s like to be a world-class athlete in the public spotlight while still managing schoolwork, friendships and family time? It’s time to Fudd Around and Find Out!
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
The Breakfast Club
The World's Most Dangerous Morning Show, The Breakfast Club, With DJ Envy, Jess Hilarious, And Charlamagne Tha God!