Creating a Category: Mike Kurtz, Founder of Mike’s Hot Honey, on Brand Building, Community, and Growth

Creating a Category: Mike Kurtz, Founder of Mike’s Hot Honey, on Brand Building, Community, and Growth

From Wharton Marketing Matters by The Wharton School

June 4, 2026 · 31 min

About this episode

Mike Kurtz discusses the creation of Mike’s Hot Honey and the importance of community and brand authenticity in business growth.

Can a simple idea create an entirely new product category? Mike Kurtz, Founder of Mike’s Hot Honey, shares the story behind transforming a homemade honey and chili pepper infusion into one of the most recognizable brands in the condiment aisle. Inspired by a memorable pizza experience in Brazil, Kurtz spent years refining his recipe before introducing the product through New York City’s pizza community. He discusses the power of word-of-mouth marketing, building an authentic brand, fostering customer advocacy, and scaling a business while staying connected to its roots. The conversation explores category creation, strategic partnerships, product innovation, and why community remains one of the strongest competitive advantages a brand can have. Hosted on Acast. See acast.com/privacy for more information.

People in this episode

Host: Wharton School

Guest: Mike Kurtz

Topics covered

  • brand building
  • community
  • growth
  • word-of-mouth marketing
  • category creation
  • product innovation

Keywords

  • Mike Kurtz
  • Mike’s Hot Honey
  • brand building
  • community
  • word-of-mouth marketing
  • category creation
  • product innovation

Mentioned in this episode

Organizations: Mike’s Hot Honey

Places: Brazil, New York City

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