In 2014, Lawrence Wu was fresh out of college, working behind a desk in the world of Pharmaceutical Marketing. But growing up around his family’s restaurants, Larry had always dreamed about building his own food business. One day, he was sitting at his friend’s dinner table, when his buddy’s father asked him to try his homemade hot sauce created from a close-kept family recipe. After one taste, Larry had an epiphany. This sauce didn’t just add generic “spiciness” like most hot sauces – it was something much more than that – it added a unique flavor element he had never experienced before.
Hot sauces have traditionally been red, vinegary, and boring – but he wanted to create something different – he wanted to create the Dijon Mustard to the Ketchup in the hot sauce world. Something that would change the world of hot sauce forever. Using that recipe as a baseline, he set out to develop a mustard-based hot sauce with a sweet side, blending ingredients like agave nectar, mango, curry, and Thai inspired spices & flavors.
Several months later, after months of experimenting & perfecting, Lawrence founded WUJU. After a wildly successful Kickstarter campaign that was funded over 400% in a little under a month, WUJU is on its way to store shelves across the country …
Today it seems as though everyone knows someone who has been impacted by cancer. For WUJU, the brand is closely tied to it. In the beginning, Lawrence Wu struggled to find a brand identity that felt right. In November 2014, Lawrence’s close friend, Cody, tragically passed away after a long fight. A few days later, his mother posted a photo of him standing on a beach looking out into a sunset. Like Cody, Lawrence’s mother has also been battling cancer for over 8 years. Reflecting on the people close to him, and millions of other people going through the same struggle, Larry knew the direction he wanted take this brand. With the help of his sister Serena, they created the original sunset label. The label is a homage to everybody battling with the terrible illness, and representative of their determination and ability to stay true to themselves despite their adversity. WUJU would be a brand that always stays true to its values, no matter what obstacles are in its way. A portion of every bottle of WUJU is donated to benefit cancer patients and their families.
Cook For Your Life supports the cancer community in a unique way. They develop healthy recipes depending on a patient’s condition. In other words, instead of saying, “you need to have more Vitamin C in your diet,” Cook For Your Life will actually develop a recipe that has Vitamin C in it.
WUJU’s involvement with Cook For Your Life has been with their Hope Lodge program. The Hope Lodge is a place where cancer patients and their caregivers can stay close to where they are getting treatment. We currently help fund and support their cooking classes and dinners, while providing healthy WUJU hot sauce.
For more information or to support Cook For Your Life, please click here.