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TRUFF | Nick Ajluni and Nick Guillen: Lost in the @sauce

Updated: Dec 2, 2022

This is the cover for the Authentic Avenue podcast episode with Nick Ajluni and Nick Guillen, co-founders of TRUFF, and host Adam Conner.

This is a link you can use to find Authentic Avenue, a marketing podcast hosted by Adam Conner, on Apple Podcasts. Remember to subscribe, rate, and review!

Ever wondered what it's like to have a notable social handle? Your first name perhaps? (@adam was taken long before I was on social; @authenticadam I got on TikTok though!) Well, today I got to interview two illustrious founders who own @sauce.

Meet Nick Ajluni and Nick Guillen, the co-founders of TRUFF. Their luxury hot sauce pairs well with the luxury username -- and today we discuss how they show up authentically within the many distinct environments in which they appear, from grocery to luxury retail. We also chat about their new pasta sauce line, and the cool ways in which they've won a ton of earned media with influencers and celebs.

Check out TRUFF for yourself:

And check out the pasta sauces!! Here's a link to the Black Truffle Pomodoro:


LinkedIn (Authentic Avenue):

Email Adam at

Theme Song: Extreme Energy (Music Today 80) Composed & Produced by Anwar Amr Video Link:


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