20 Under 40: Jesse Long
Meet Jesse Long, 37, founder and head saucier at The Hot Sauce Co. and one of our 20 Under 40 Class of 2026 recipients
A BOOTSTRAPPED FOUNDER from day one, Jesse Long has built The Hot Sauce Co. on grit, integrity and uncompromising quality. Rising before dawn to craft small-batch, all-natural sauces bottled in-house, he leads by example while maintaining an unwavering commitment to mentoring fellow entrepreneurs along the way. Quick to recognize the support and influence of Fanshawe College, local farmers’ markets and the entire London community, his mission is equal parts flavour and purpose — proving Canadian-made heat can thrive while giving back to the city that fuelled his fire.
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What is your biggest career achievement so far, or the thing that you’re most proud of?
Honestly, I’m most proud that I built something real, from nothing, and kept it alive when it would’ve been easy to quit. The Hot Sauce Co. started in my apartment kitchen and turned into a national brand during a global pandemic. That still feels wild to say out loud.
What about your biggest business obstacle (and how you tackled it)?
February 2020 — brutal timing. Overnight, everything shutdown, every farmers’ market, pop-up and tasting event I’d banked on was erased. There were moments where I was literally carrying thousands of cases of hot sauce up and down basement stairs wondering what I had gotten myself into. The only way through was adaptability, learning fast, pivoting constantly and just refusing to quit. I didn’t have a backup plan, so I made the business the plan.
“The Hot Sauce Co. started in my apartment kitchen and turned into a national brand during a global pandemic. That still feels wild to say out loud”
What advice would you give your younger self?
I’d tell myself that being ‘behind’ is an illusion. I spent a long time thinking I messed up my life because my path wasn’t traditional. Turns out, those detours gave me exactly the skills I needed.
What kinds of music do you enjoy?
A bit of everything, but I lean toward hip-hop, ‘90s and live music, especially the kind you hear at barefoot, back-to-nature festivals.
What’s your favourite spot to eat in the city?
Tough call. Pizzeria Madre is up there, but House Craft Burgers has my heart.
And finally, what’s your guilty pleasure?
Late-night snacks, especially spicy ketchup chips or sea-salt & malt vinegar — that completely contradicts my ‘healthy lifestyle’ messaging. Plus, overthinking recipes that didn’t need that much effort. 
Interview by Kieran Delamont / Photos by Reid Lucier