Don’t Worry, Be Hoppy: The Hoppy Mustard Story!
Ludlow, MA - The creation of Hoppy Mustard began with the idea that beer and barbecue are a perfect pair.
“Wine and cheese have had their stage for quite a long time. Now it’s time to bring barbecue and beer together,” said Hoppy Mustard founder Justin Peritore, who created the condiment.
Peritore said utilizing hops produces a more focused flavor than products that contain beer.
“It has nothing to do with the alcohol and everything to do with the flavor,” he said. “Hoppy Mustard is a bold, spicy, sweet, tangy mustard.”
His secret recipe was perfected after months of taste tests, making a point to include people who don’t like mustard or beer. His goal was to remove any assumptions people might have about the product. He said the approving sounds they made after tasting indicated how much they enjoyed the taste.
“Usually, it’s not a word coming out of their mouth first when they describe it,” he noted. “Usually it’s an expression like mmmm, oooh, aaah.”
Building a Dream
Peritore acquired a degree in advanced culinary arts after learning to cook as a teenager. It’s always been his dream to create his own food product that can be found on retail shelves. Exploring different tastes and discovering a condiment that anyone can enjoy is a challenge that inspires him.
“I love the creativeness,” he said. “How can I put together what I have left in the kitchen, and come up with something that’s delicious but able to make it affordable?”
Initial shipments of Hoppy Mustard caused some challenges for Peritore when bottles would occasionally break and the price of glass began to rise. He found a solution by putting the mustard in pouches, which has a number of unanticipated benefits.
Many places, like campgrounds and pools, don’t allow glass jars. The ergonomic shape also makes it easy to fit in a refrigerator. “It just tucks behind everything,” he said. “Pouches are underutilized.”
He hopes to soon add more condiments and sauces to the portfolio.
A Taste of MACRED
Peritore has been working for Stand Out Truck® managing the fleet of trucks since owner Mychal Connolly started his company. Knowing that Peritore wanted to create his own product, Connolly pushed him to pursue his dream.
“Most people don’t encourage their employees to start a business,” said Connolly. “It’s very important that people who work for me feel empowered.”
Seeing businesses like Hoppy Mustard grow from the beginning is something special to Connolly
“I wish more people could experience what I experience,” he said. “I’m here for the journey. I like to be part of the ‘before.’ The ‘after,’ that’s when we celebrate, but I like watching it grow. It’s like the most fun, live documentary ever.”
Peritore joined MACRED, a program for small business owners to learn marketing expertise and tackle their business goals. Being surrounded by other entrepreneurs through each of his jobs has helped him learn and excel.
“Being part of Marketing and Cupcakes™ and doing this with Myke (Connolly) has really opened up my network for the past three years,” he said.
Connolly also encouraged Peritore to join EforAll in Holyoke, an acceleration program for inclusive entrepreneurship. He was among nine entrepreneurs who presented final pitches in mid-October.
“They don’t do the work for you and they don’t hold your hand,” Peritore said. “You’ve got to put in all the work.”
Although he’s learned a lot about business from EforAll, he started with a solid education in marketing just by being a part of Marketing and Cupcakes™ and Stand Out Truck®.
“I’m in a master class every day with Myke,” he said.
Hoppy Mustard is available at HoppyMustard.com. Peritore’s top priority is having people taste it, and then he’s confident people will enjoy it and share their experiences with others.
“My biggest thing is to get it in people’s mouths,” he said.
