Mike Kurtz, the visionary behind Mike's Hot Honey, first conceived the idea of this spicy-sweet condiment back in 2004. Fast forward to 2025, and the brand is on track to generate an estimated $60 million in revenue, a testament to its growing popularity in both retail and food service sectors.

While many in the U.S. now recognize Mike's Hot Honey as a staple found in grocery stores and pizzerias nationwide, its origins trace back to Brazil. In 2003, during his junior year of college, Kurtz spent a semester studying in the vibrant city of Salvador. It was there, after a memorable visit to a national park, that he and his friends stumbled upon a local pizzeria. They were introduced to an unusual condiment: honey infused with whole chili peppers. This unique flavor experience sparked an idea in Kurtz's mind that would take years to fully realize.

Upon returning to the United States, Kurtz dedicated his senior year to perfecting his own version of hot honey, aiming for a harmonious blend of sweetness and heat that would complement a slice of pizza. He began crafting jars of his creation as gifts for friends and family, fueled by his love of cooking and a particular fondness for homemade pizzas paired with his hot honey concoction.

However, it wasn't until six years later, in 2010, that Kurtz transitioned from hobbyist to entrepreneur. After spending years in the music industry and as a travel blogger, the urge to turn his hot honey side project into a full-fledged business became irresistible. He took the plunge and began selling jars of Mike's Hot Honey at a popular Brooklyn pizzeria, marking the official launch of his brand.

As the years went by, Mike's Hot Honey not only gained traction but also pioneered what many food enthusiasts now refer to as the 'swicy' (sweet and spicy) trend. By 2025, the brand is projected to earn an impressive 60% of its revenue from retail, with the rest coming from food service partnerships. Notably, Kurtz has recently announced collaborations with major brands such as KFC, Dunkin', and Heineken, alongside renowned pizzerias including Chicago’s famed Lou Malnati's.

Reflecting on his journey, Kurtz shared invaluable insights for aspiring entrepreneurs, emphasizing the importance of staying curious. During his college years at UMass, he frequently ventured to New York City, where he discovered the Hunts Point Produce Market in the Bronx – a hub for fresh produce that catered to many local restaurants. He described the bustling market as resembling a 'stock market for produce,' where he could source a wide variety of chilies, far beyond what was available in his college town. Driven by curiosity, he would spend weekends at the market, taste-testing peppers and experimenting with different infusion techniques in his apartment.

His passion for hot honey and pizza kept him motivated to perfect his recipe. Kurtz's curiosity also led him to discover future collaborators and mentors. He frequently visited a now-defunct pizza blog called Slice, where he became familiar with the comments of a regular contributor, Paul Giannone, known as Paulie Gee. This connection would eventually lead him to work at Paulie Gee's renowned Brooklyn pizzeria, where he first introduced Mike's Hot Honey as an ingredient in the restaurant's celebrated 'Hellboy' pizza.

Kurtz’s journey highlights the significance of early feedback. He initially gifted homemade jars of hot honey to friends and family, garnering positive responses that fueled his determination to pursue his vision. It was this encouragement that ultimately emboldened him to approach Giannone about incorporating his hot honey into the pizzeria's offerings. As he watched customers enjoy the 'Hellboy' pizza, he knew he was onto something special.

Finally, Kurtz also underscored the value of surrounding oneself with successful risk-takers. His career in music faced challenges during the 2008 recession, prompting him to juggle a booking agency job and pizza-making at Paulie Gee's. Balancing these roles, Kurtz grappled with a pivotal decision about whether to fully commit to his hot honey venture. Inspired by Giannone’s bold leap from a stable IT career to restaurant ownership, Kurtz found the courage to pursue his dream. Witnessing Giannone’s joy in his newfound path reassured him that it was never too late to take risks and pursue one’s passion.