If you’re someone who takes the time to really look at the labels on the food you’re buying, it’s likely you’ve had more than a few unsettling realizations about the industry as a whole. Justin Hoffman had a similar experience with a jar of mustard, which inspired him to take mustard-matters into his own hands and create his own–with “no added junk.” What was initially a healthy hobby based on Justin’s own curiosity and fondness for cooking turned into a business when he moved to Seattle and met Bryan.
We love to see makers who take good (and good for you) ideas and run with them, and so we’re happy to welcome these two new entrepreneurs to our uncommon family. Read on to hear from Justin (and a little bit from Bryan) about how their whole operation got started, what keeps them going, and, of course, which recipes they recommend!
Have you always been a maker of some kind? Was mustard your first foray into kitchen experimentation?
I grew up in a community of small family farmers, whom I’d say epitomize the DIY philosophy – more out of necessity than choice – and so was given some great inspiration there. I remember enjoying cooking in Home Economics class in high school, but wasn’t much of a food enthusiast until I reached my early twenties. Growing up in small-town Wisconsin, the concept of a food co-op was not even on my radar, so when I first encountered one, a new love was formed. I became passionate about healthy, quality food. I’ve worked in various restaurants, which helped to give me more confidence in the kitchen, and I enjoy experimenting with new recipes at home. My first venture into mustard was simply an act of curiosity and a personal challenge – to make my own high-quality mustard – and it grew organically from there.
What inspired you to make your first batch?
I was living in Duluth, MN at the time. Standing in line at a local sandwich shop one day, I picked up a jar of some locally-made mustard they sold. I had recently been diagnosed as a celiac and remember reading the ingredients and seeing, among other what-I-thought-to-be-unnecessary ingredients, wheat flour. In addition, they were using a coloring agent, as well as white vinegar. In that moment I was inspired to go home and make my own batch of mustard using high-quality ingredients, balsamic vinegar to add a bit more complexity, and no added junk.
I didn’t know anything about mustard, except that I liked honey mustard. So, I spent some time learning about mustard and reading a variety of recipes. In that research I learned that brown mustard seed has a spicy, horseradish-like spiciness when mixed with water. But, as the process for most commercial mustard-making involves cooking the product, the volatile oil which gives it that quality is cooked out. This explains why many mustards have horseradish in them. They cooked out the original flavor and are adding the horseradish to reintroduce that “spicy mustard” flavor. So, I decided make my own honey mustard and do what I could to keep the original spiciness of the mustard seed. I was using a lot of curry in my home cooking at the time, so that seemed like a natural addition, and hence our Honey Curry variety was born.
How did you decide to bring the recipe to market and turn this into a full-on business?
I developed our first variety, Honey Curry, at home and remember my friends and roommates loved it. I slowly tweaked the recipe, seeking the best consistency and flavor profile. Around that time I worked in a group home for individuals with mental illness and brain injuries. During down time, I had an opportunity to watch TV, which I generally did not enjoy. But, there was one show in particular that I loved, called “Food Crafters,” that aired on the Cooking Channel. In each episode the host would do a profile of 3 different artisan food makers. I loved it and thought to myself I want to be on that show.
Another form of inspiration was the fact that many of my friends had undertaken their own businesses, or planned music festivals every year, among other things. I love the idea of taking a vision and making it a reality. So, seeing others around me take a chance and follow something they feel inspired toward made it that much more accessible to me. I came up with the name, Mustard and Co., and knew I wanted to do something with it. I didn’t know anything beyond that. Not long after, I moved to Seattle and met Bryan, my business partner, while working for the same company. I brought some mustard in to share with my co-workers one day and, after trying it, he came up to me and said “Hey man, you wanna sell that stuff?” Mustard and Co. was born.
What are some of your favorite foods to pair your mustard with?
The suggestion I most commonly give is to mix the Honey Curry with cream cheese or goat cheese (I’m lactose intolerant), spread it on a cracker (rice snaps for me, I’m a celiac), and top it with a piece of smoked salmon. This makes a great appetizer tray. I regularly spread a large amount of the Golden Dijon on a turkey sandwich, sometimes even adding cranberry preserves or jam. I love the Classic with baked potatoes and veggies. The Garlic Dill is great with fish, whether brushed on prior to cooking, or added just toward the end of the cooking process. My favorite use of the Black Truffle is in deviled eggs, and I often recommend brushing the Smoky BBQ on bacon before baking it in the oven.
What’s a typical day like for both of you at work?
Bryan: I spend most of my day interacting with customers and vendors, both drumming up new business and sourcing new ingredients and materials. When I’m not doing that, I play a lot of Tetris 🙂
Justin: I spend much of my day on all aspects of production, which includes: grinding seeds, mixing batches of mustard, bottling, labeling, and packaging. Some of my time is also spent on product development and testing. I also demo our products at our various retailers throughout the Seattle area.
Is there a trinket, talisman, or other inspirational object you keep near as you work? If so, what is it and what does it mean to you?
I don’t have a particular object that functions as such, but something I really value is music. Music is my other major passion, and I could live without it, but it makes life that much more beautiful.
What quote or mantra keeps you motivated?
I spend a lot of my time nurturing a sense of gratitude. Production, bottling, and labeling can become quite repetitive and monotonous, but I utilize it as a time to meditate and remind myself how fortunate I am to be working toward something that was once only a dream, a vision. Sometimes I get bored or tired of the monotony, but continually bring myself around to realizing how fortunate I am to do what I do. I feel very blessed for that reminder and the opportunity for personal development.
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