Expo West: A Chat With TRUFF’s New CEO

Mar. 17, 2025 at 6:30 PM

To play this video, become a BevNET/NOSH Insider or Login.

Esi Seng, former CEO of Tate’s Bake Shop, joined truffle-enhanced condiment producer TRUFF as CEO earlier this month. At Natural Products Expo West, she chatted with Nosh about what drew her to the SKYY Partners-backed company, her plans for increasing brand visibility and accessibility, and what she hopes to achieve in her first year heading up TRUFF.

Founded by Nick Ajluni and Nick Guillen in 2017, TRUFF started off as a foodie Instagram account (@sauce). When the account went viral, the duo decided to extend the brand by launching its first product, Black Truffle Hot Sauce. Since its launch, TRUFF has extended into a wide array of categories, including mayonnaise, oils, pasta sauce and salts and at Expo West, the brand highlighted its new partnership with Starbucks.

Check out the full video interview to learn more about Seng’s background in CPG, how she will leverage that experience in her new role, and how she plans to help TRUFF achieve its goal of being “America’s favorite premium condiment.”