Today, her products can be found everywhere from Whole Foods and Target to Costco, all of whom sought her out-a pretty rare thing for businesses fighting over valuable shelf space. Welcome to 2023.įor Jing Gao, the founder and CEO of Fly By Jing, it’s all been part of a journey to reconnect to her roots through food. (It’s hard to believe, but the brand even has 15,000 more followers than Pavement!) The company’s addictive, spicy sauces (for the record, we love them) have made it a legitimate social and cultural force. As far as popular condiments go, Hellmann’s Mayonnaise has about 35,000 Instagram followers, Tabasco has 102,000, and Fly By Jing, by comparison, has a whopping 120,000 followers on the social media platform. Or, take Fly By Jing, a company that makes Chinese condiments and pantry staples-like Sichuan chili crisp, Zhong sauce, mala spice, and Tribute Pepper oil-and has become so popular that it’s covered on CBS Mornings and ( pretty regularly, actually) in The New York Times (which also covers, you know, stuff like presidential elections, climate change, and the economy). Example: The late Jimmy Buffett (RIP, marg king) was on the cover of People last week, but for the upcoming October 2 issue, it’s chef Gordon Ramsay who will be taking center stage. Chefs, creators, and even food business owners reach the same levels of stardom as bands like Pavement Led Zeppelin once did. These days, people get as excited about food as they used to about rock n’ roll.
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