Hot Sauce Without the Heat - Viggy from Toca Foods
What happens when an aerospace engineer meets a sommelier and decides to revolutionize the condiment aisle? In this episode, we sit down with Viggy, co-founder of Tocha Foods, who's created something that sounds impossible: "hot sauce without the heat."
From his journey as a would-be rocket scientist to discovering a gap in the sauce market that left millions of people with nothing but salt and pepper, Viggy shares how he and his MBA classmate Matt built a product category that didn't exist. Their "spiced sauces" deliver all the complex flavors of hot sauce without the burn, creating what they call a "blue ocean" for consumers who were previously left out.
We dive deep into the realities of CPG life - from the importance of sell-through vs. sell-in data to navigating retail relationships and trade marketing. Viggy also shares some surprising use cases customers have discovered (including some that make our Italian co-host Kenny cringe) and why creating something genuinely new is both harder and more rewarding than following established formulas.
Plus, hear about their expansion across Canada, plans for "Tocha Sauce Club" cooking sessions, and why sometimes the best business advice is knowing what problem you're actually solving.
Whether you're a founder looking for inspiration, a food lover curious about innovation, or someone who's always wondered what to put on your eggs besides ketchup, this conversation will leave you hungry for more.
Find Toca Foods: www.TochaFoods.com | @tochafoods on Instagram
Available: Online across Canada, Country Grocer, Gourmet Warehouse, and growing retail locations
Thank you to Field Agent Canada for sponsoring the podcast https://www.fieldagentcanada.com/
Thank you to LeBeau Excel for sponsoring this episode https://lebeauexcel.com/
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