# Founder Feature: Matt Beaman of Goodburn Sauce Co.

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-04-17
- Length: 26m
- Episode: 292
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-04-17-founder-feature-matt-beaman-of-goodburn-sauce-co
- Listen: https://share.transistor.fm/s/7cdbb32b

## Summary

Matt Beaman and co-founder Carson Hoovestol of Goodburn Sauce Co. discuss their regenerative, farm-focused hot sauce brand based in Austin, Texas. They detail the origin of their anchor ingredient, the Papa Dreadie Scotch Bonnet pepper, and their commitment to clean ingredients like dates instead of sugar. The conversation covers their retail strategy, recent acceptance into Central Market, and upcoming expansion plans supported by a first funding round.

## Outline

1. Introduction: Matt Beaman and Goodburn Sauce Co.
2. Founders' Backgrounds: From Disney/Facebook to Reggae and Produce
3. The Origin Story: Papa Dreadie Scotch Bonnet and Heirloom Seeds
4. Regenerative Farming and Ingredient Philosophy
5. Brand Identity, Packaging Design, and Creative Direction
6. Retail Strategy, Central Market, and Future Expansion

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

early-stage companies

## Mentioned

- Goodburn Sauce Co. (company)
- Central Market (company)
- Hopeful Farms (company)
- Los Alamos Gardens (company)
- Royal Blue Grocery (company)
- Noah Marion's (company)
- Pullman Market (company)
- Papa Dreadie Scotch Bonnet (product)
- Arbol Primo (product)
- Maza (company)
- Va Tron (company)
- Faire (company)
- Zach Shapiro (other)
- Mason McPhee (other)
- Elmer Gomer (other)

## Related episodes from other shows

- [Advice Line with Jim Koch of Boston Beer Company (August 2024)](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-07-03-advice-line-with-jim-koch-of-boston-beer-company-august-2024) (How I Built This)
- [Advice Line with Jim Koch of Boston Beer Company](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-08-advice-line-with-jim-koch-of-boston-beer-company) (How I Built This)
- [Sir Kensington's: Scott Norton and Mark Ramadan](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-23-sir-kensingtons-scott-norton-and-mark-ramadan) (How I Built This)
- [Advice Line with Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (How I Built This)
- [Samuel Adams: Jim Koch (2017)](https://hardwarepodcasts.com/podcast/how-i-built-this/2017-07-24-samuel-adams-jim-koch-2017) (How I Built This)

## Citing this page

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