Maddy Kelman’s journey with Homestead’s Hot Sauce began at humble farmers’ markets, where the small-batch, artisanal creations quickly captured the attention of food lovers seeking something more. Today, her brand is on the cusp of national recognition, with retail placements in Flagler Legacy and the upcoming Pop Up Grocer in Manhattan. But her vision extends far beyond store shelves—Kelman is reshaping the way people think about condiments, dining, and the food systems that feed us.
Scaling From Local Markets to National Retail
For Maddy, the leap from local markets to national exposure wasn’t just a matter of growth—it was a carefully planned strategy rooted in community and authenticity.
“Farmers’ markets gave me direct feedback from customers. It’s where I could test ideas, refine recipes, and understand what people valued in a hot sauce,” Maddy explains.
That grassroots foundation paved the way for her first major retail opportunity at Flagler Legacy, an alumni-run store in her hometown of St. Augustine, Florida. Featuring her signature Datil Pepper Hot Sauce, this partnership was a full-circle moment for Maddy, who says, “It’s incredible to see the ingredient that inspired my journey now representing my hometown on retail shelves.”
Now, with her sauces set to debut at Pop Up Grocer on Bleecker Street in Manhattan—a trendy hub for innovative, health-focused products—Maddy’s brand is poised to reach an entirely new audience. “Pop Up Grocer offers more than shelf space; it’s a platform for emerging brands to connect with conscious consumers through marketing and community initiatives,” she shares.
Innovating Dining Experiences Through Custom Branding
Beyond retail, Maddy is tapping into the restaurant industry with a unique offering: white-labeled sauces. This innovative approach allows restaurateurs to create a fully branded dining experience by incorporating Homestead’s Hot Sauce into their menus under their own labels.
“This is about elevating a restaurant’s brand identity,” Maddy explains. “When diners see a custom-labeled condiment on their table, it deepens their connection to the restaurant and creates a memorable experience.”
Her inspiration for this pivot came from a successful collaboration with a local butcher company, where her sauces were featured as part of the restaurant’s identity. Buoyed by the success of that partnership, Maddy plans to expand this service, starting in New York City and eventually branching out across the tri-state area.
Advocating for Change Through Food
For Maddy, Homestead’s Hot Sauce is more than a condiment—it’s a vehicle for change. Her mission extends to transforming public food systems, particularly school lunch programs, by advocating for farm-to-table initiatives and healthier options for children.
“Every child deserves access to nutritious meals,” she says. “Having experienced both private and public school systems, I’ve seen firsthand the stark differences in the quality of food. It’s time to bridge that gap.”
Maddy’s advocacy is deeply personal, stemming from her family’s health journey and her own commitment to mindful eating. Her sauces reflect this philosophy, crafted without added sugar, artificial preservatives, or dyes. Each bottle embodies her belief that food should nourish the body and support sustainable practices.
The Unexpected Snack That Tells a Story
Amid her ambitious goals and innovative strategies, Maddy maintains a sense of fun and creativity—qualities that shine through in her favorite snack: watermelon with Datil Pepper Hot Sauce.
“The sweetness of the watermelon paired with the smoky heat of the Datil Pepper is an unexpected but perfect combination,” she says. “It’s a snack that’s not just delicious but also embodies what I love about food—simple, fresh ingredients coming together in harmony.”
Join the Movement
Homestead’s Hot Sauce is now available on Amazon, Etsy, Shop Homestead’s Hot Sauce, and showcased on Instagram. Whether you’re a foodie, a sustainability advocate, or a restaurateur looking to elevate your brand, Maddy’s sauces offer something for everyone.
From farmers’ markets to fine dining and beyond, Maddy Kelman is proving that a condiment can be so much more than a topping—it can be a catalyst for change. Join her journey and taste the difference today.
