SASKATOON — Once little more than an at-home garnish or a special appearance sauce at a friend’s barbecue, Dan Belhumeur decided to go pro with his passion for sauces.
In 2022, he won the top prize at the Saskatoon Regional Economic Development Authority (SOAR) kihiw paskîyâkêwin Indigenous Entrepreneurship Competition now the sky's the limit on this business venture.
Best known as “Deadly Dan” to hot sauce enthusiasts around the province, Belhumeur is the creative and business mind behind Deadly Dan Sauces Ltd - a line of seven hot sauces, four table (not-hot) sauces, and soon, a selection of dry-rubs.
His venture into hot sauces began when his career as a photographer began to cool off.
“When the pandemic hit, the photography industry looked pretty bleak,” said Belhumeur, a commercial photographer for 20 years. “My wife, who is a designer, said, ‘Why don’t you order some bottles, I’ll make you some labels, and we’ll go for it?’”
Belhumeur, who is from Saskatoon, spent the next few months researching and experimenting with hot sauces. It began with reverse engineering his favourites, and eventually, developing his own now known as Deadly Dan sauces.
“Once I came up with my core line-up of hot sauces and table sauces, it kind of blew up from there,” he said.
Belhumeur has been saucin’ full-time since October 2020, with his products available at six retailers in Saskatoon, two in Regina, and one in Watson and Warman.
He will also soon be opening a flagship restaurant, the Hot Sauce Grill, in the building best known as the former farmer’s market in Saskatoon.
Belhumeur plans to serve Canadian and American staples like smash burgers, wings, gourmet hot dogs, and poutine, all of which will be infused with his signature sauces.
He credits the popularity of his products with the quality of the ingredients he carefully selects.
“Marie Sharp’s (hot sauce) really shocked me," said Belhumeur. “It was the first time I could taste fresh, whole vegetables in a sauce.”
From there he knew what kind of product he wanted to deliver to customers.
“We only do fresh,” said Belhumeur. “That’s what people say when they do a taste test at my booth – they can actually taste the fruit and vegetables. The heat is kind of secondary, which nowadays, most hot sauces are just trying to burn your face off and it ends up tasting like gasoline. So people are appreciating the fresh approach.”
He credits much of his success to the Saskatoon Regional Economic Development Authority (SREDA) and their annual SOAR Indigenous Entrepreneurship Pitch Competition, which awards $30,000 to local Indigenous entrepreneurs growing their businesses. Belhumeur’s Deadly Dan won the grand prize in 2022.
“It was a fantastic opportunity,” said Belhumeur. “When I won, I was shocked, overwhelmed, and really emotional. All I wanted to do was be a business mentor and help out others, so to get that back was really fulfilling.”
The cash prize was helpful, but said, the experience was even more valuable.
“I believe it helped me accept the fact that I was a professional, and what I was doing was significant and recognized by my peers. Psychologically, that was a big morale boost,” said Belhuemer.
“Also, the exposure. The people in the crowd are top-tier professionals in the community and that recognition really skyrocketed my brand. These are things you can’t put money on.”
Belhumeur said he encourages other Indigenous entrepreneurs to apply for the SOAR competition, and that no matter what happens, stay positive.
“The most important thing is to surround yourself with positive people who support you. You can’t spend time with negative talk, or anyone who is not believing in you – you have to let that relationship go. Surround yourself with supportive and loving people, and they will lift you up.”
The kihiw paskîyâkêwin Indigenous Entrepreneurship Competition opened on Aug 12 and Indigenous entrepreneurs have until Aug. 28 to apply for a chance to win $30,000.
