The Bulldog Behind the Brand: Sauce Boss Pierre-Olivier Drouin on Building Quebec's Firebarns

In this sizzling episode of The Food Professor Podcast, recorded live at the SIAL Canada food innovation show in Toronto, co-hosts Michael and Sylvain welcome Pierre-Olivier Drouin, Co-Founder of Firebarns, the fast-growing Quebec-based condiment company that brings flavour-first hot sauces to shelves across North America.Pierre-Olivier shares his unexpected journey from banking at RBC to launching Firebarns after a revelatory encounter with spicy wings during a hockey game in Florida. Inspired by that moment, he partnered with longtime friend Frank to build what they dreamed would be the next Tabasco—made in Canada. Their goal? A bold brand that flips the script by delivering taste before heat.Launched in 2015, Firebarns quickly became Quebec’s first dedicated hot sauce brand. Since then, it has expanded into a diverse product line that includes BBQ sauces, ketchup, mustards, and Sriracha—all made with Canadian ingredients and designed for broader family appeal. Their innovative packaging—30% recycled squeezable plastic bottles—has helped the brand stand out in crowded condiment aisles and reflects their commitment to sustainability.Pierre-Olivier discusses how Firebarns has scaled, with distribution now in over 1,100 U.S. stores and more expansion underway, including Texas-based H-E-B. He opens up about navigating international trade headwinds, such as tariffs, and how careful financial planning and food costing helped buffer against unexpected 25% duties. His insight offers valuable lessons for other CPG entrepreneurs seeking to expand across borders.The episode also dives into Firebarns’ savvy use of influencer marketing and content creation to build a passionate community of fans, especially among younger consumers aged 25–45. Drouin emphasizes the power of authenticity—whether through engaging product demos or the story of Barney, the company’s late bulldog mascot and original “CEO,” now succeeded by Barney Jr. The Food Professor #podcast is presented by Caddle. About UsDr. Sylvain Charlebois is a Professor in food distribution and policy in the Faculties of Management and Agriculture at Dalhousie University in Halifax. He is also the Senior Director of the Agri-food Analytics Lab, also located at Dalhousie University. Before joining Dalhousie, he was affiliated with the University of Guelph’s Arrell Food Institute, which he co-founded. Known as “The Food Professor”, his current research interest lies in the broad area of food distribution, security and safety. Google Scholar ranks him as one of the world's most cited scholars in food supply chain management, food value chains and traceability.He has authored five books on global food systems, his most recent one published in 2017 by Wiley-Blackwell entitled “Food Safety, Risk Intelligence and Benchmarking”. He has also published over 500 peer-reviewed journal articles in several academic publications. Furthermore, his research has been featured in several newspapers and media groups, including The Lancet, The Economist, the New York Times, the Boston Globe, the Wall Street Journal, Washington Post, BBC, NBC, ABC, Fox News, Foreign Affairs, the Globe & Mail, the National Post and the Toronto Star.Dr. Charlebois sits on a few company boards, and supports many organizations as a special advisor, including some publicly traded companies. Charlebois is also a member of the Scientific Council of the Business Scientific Institute, based in Luxemburg. Dr. Charlebois is a member of the Global Food Traceability Centre’s Advisory Board based in Washington DC, and a member of the National Scientific Committee of the Canadian Food Inspection Agency (CFIA) in Ottawa. Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career. Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.Rethink Retail has recognized Michael as one ...