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Apple PodcastsFrom a family recipe
Dan shares the origin of the sauce and its first local sales.
Road2Retail podcast
Interview with Dan Frieber — the Founder & CEO of Tango Chile Sauce
Dan Frieber tells the story of Tango Chile Sauce, from his grandmother's recipe to local shops and food events. He discusses finding early opportunities, listening to feedback and improving packaging, including what he learned from buying an induction sealer for the business.
Guest
Dan FrieberFounder and CEOTango Chile Sauce
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Watch on YouTubeAbout this episode
Dan Frieber, Founder and CEO of Tango Chile Sauce, describes turning his grandmother's recipe into a business. Early sales came through local bodegas and street fairs, followed by an opportunity at Smorgasburg in Brooklyn. He discusses pursuing the idea despite skepticism and finding ways to get the sauce into people's hands.
The conversation includes the value of remaining curious and using feedback to make changes. Dan explains how this led to packaging improvements and discusses the purchase of an induction sealer. The hosts also describe the introduction through Nancy Kalish of Rule Breaker Snacks, who had named Tango as a favorite brand.
Topics covered
Finding an audience
The episode covers street fairs, bodegas and the opportunity at Smorgasburg.
Listening to feedback
Dan discusses how curiosity and feedback informed packaging changes.
Equipment decisions
An induction sealer is one of the investments discussed.
Go To Market Strategy
Build a practical plan to enter or grow retail distribution.