The Connection Hack: Pepper Baumer on Building a Relationship-Based Empire

What if your factory was idling, your shelves were empty, and your business had just lost $15 million—and you still chose not to lay off a single person?

That’s the line Pepper Baumer drew. As the third-generation CEO of Crystal Hot Sauce, he inherited a 100-year-old legacy—and nearly watched it collapse under the weight of supply chain failure, market loss, and generational transition. But instead of shrinking, he stood firm.

In this episode, we get into the decision that nearly cost him everything—and why he says it saved the company. Pepper shares why one $100K social media experiment rewired their marketing strategy and how he’s introducing a century-old product to an entirely new generation.

This one’s for operators who believe legacy doesn’t mean stuck—and that people come before profit, even when it hurts.

To learn more about Crystal Hot Sauce, visit crystalhotsauce.com 

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