Name: Mike Kurtz
Location: Brooklyn, NY
Occupation: Founder of Mike’s Hot Honey
The idea of infusing sweet golden honey with a kick of fiery chili pepper might never have crossed Mike Kurtz’s mind—until a student trip to Brazil led him to a pizzeria that served this spicy-sweet concoction. At that moment, Kurtz, 41, became enamored with the unique flavor profile. Upon returning to the U.S., he settled in Brooklyn and began a career in the music industry while experimenting with various honey and pizza recipes at home. As is common among New Yorkers, Kurtz had a passion for pizza and convinced the now-famous pizzapreneur Paulie Gee to let him test his creations in a real pizzeria kitchen. As Kurtz honed his pizza-making skills during his apprenticeship, he introduced his honey into the restaurant, ultimately leading to the creation of the iconic Paulie Gee’s Hellboy pizza.
Initially, Kurtz shared bottles of his honey with friends, but soon he started selling it at the pizzeria. The rising demand encouraged him to leave his day job and commit fully to Mike’s Hot Honey. The winning recipe combines Brazilian peppers and locally sourced wildflower honey, now available from Walmart to Whole Foods and small pizzerias nationwide. In addition to expanding availability, Mike’s Hot Honey is forming partnerships with other consumer packaged goods (CPG) brands. Kurtz took a moment to share insights into his beloved hot honey and his vision for the brand’s future.
MIKE KURTZ: My first job in the food service sector was as a dishwasher at Amherst College Dining Services. I had several roles in the industry, but that was my starting point. Growing up, I loved cooking with my mom, so food has always been a passion of mine. My job involved collecting dirty trays and sending them down the conveyor belt. I later got promoted to French Toast, where I managed a flat top grill to prepare large batches at once.
FOOD DIVE: What inspired you to pursue your current venture?
KURTZ: I had been making Mike’s Hot Honey as a hobby for about seven years when my love for pizza brought me to Paulie Gee’s, a Neapolitan pizzeria in Brooklyn. After making a lot of pizza at home, I met Paulie during his pizzeria’s launch. He noticed my enthusiasm for his dough recipe and oven and invited me to apprentice in pizza-making. Eventually, I became fast enough to work dinner shifts.
I brought a bottle of my honey for Paulie to sample, and he loved it, asking me to make it for the restaurant. It quickly became a hit, and I found myself pulled into the business as customers inquired about purchasing bottles. Initially, I wasn’t bottling or selling it, so the demand was the driving force behind my venture. I continued my day job in the music industry while gradually building Mike’s Hot Honey.
KURTZ: In the early years, I kept hearing that hot honey was trending. Over time, it has emerged as an established category in supermarkets. What once was an unchanged honey aisle now features hot honey as a new subcategory, proving that this trend is here to stay.
One aspect that was easier than I anticipated was generating demand for my product. I was fortunate to have created something people loved even before it was packaged. During my time at Paulie Gee’s, customers frequently asked where they could buy my honey, which confirmed that there was a market for it. Many consumers are drawn to unique products, and hot honey has become something people love to discuss and share, fueling organic growth.
The greatest challenge was scaling production and finding someone to help at that level. Since the concept was new, there was no existing template for production. Initially, many honey producers were hesitant to work with me due to concerns about cross-contamination. They were wary of the risk involved, and I lacked the volume to incentivize them. After numerous rejections, I finally found a producer willing to take a chance, albeit in a makeshift garage setup in New Jersey. Remarkably, four years later, we were servicing 4,000 Walmart stores from that very garage, and we continue to collaborate with him today.
FOOD DIVE: What misconception do people have about you when they first meet you?
KURTZ: Strangely, people often expect me to be older than I am. At 41, perhaps it’s due to the retro design of our packaging, but some people assume I’m like an old-timer—almost like Bob from Bob’s Red Mill. I’ve had several instances where people questioned my identity, prompting me to show my business card to prove who I am.
FOOD DIVE: What do you foresee as the biggest change in the industry over the next decade?
KURTZ: Consumers are becoming increasingly aware of the individuals behind the brands they support. There’s a growing focus on understanding a brand’s values. For us, it’s essential to communicate transparently what we stand for. This transparency can manifest in various ways—through partnerships, interactions with customers, and our overall presence both in-person and online. A decade ago, this wasn’t as significant a concern for consumers.
KURTZ: When I began, I was somewhat disenchanted with my career in the music business and sought to be self-sufficient. I started like a monk, working alone in my kitchen. While I appreciated this independence, I quickly realized that scaling a business necessitates collaboration. Fortunately, my business partner and current CEO, Matt Beaton, joined me in 2015. As a one-man operation for five years, I was lucky to find someone with a skill set that complemented mine. Matt, whom I met in college, had a robust background in CPG, having worked at Wrigley. His experience was invaluable in helping me navigate the backend aspects of the business.
FOOD DIVE: What would be the foods of your last meal?
KURTZ: While I love pizza, it wouldn’t be my last meal, as I’ve had more than enough over the years. I would choose a big bowl of pho from Pho Grand, my go-to spot on Grand Street in the Lower East Side. That’s my favorite dish.
In the world of culinary delights, Mike’s Hot Honey continues to thrive, paving the way for new flavor experiences and partnerships. The journey from a college kitchen to a national brand exemplifies the power of passion, perseverance, and the importance of community in the food industry.