In fact, McLaughlin, 37, is a bit of a poster child for following your passions, which is what led him to pursue a bachelor’s degree in comparative literature and Near Eastern language and culture. Graduating from Indiana University in Bloomington in 2004, he came away with a particular love for the French poet Arthur Rimbaud, from whose work “Winter’s Lament,” he derived Heartbreaking Dawns, the unusual name for his sauce and seasoning company.
In addition, he says, “My entire life, I have always had a true love for adventurous eating and all things spicy, and of course cooking. Even as a kid.”
Growing up in Midland Park in Bergen County—where Heartbreaking Dawns is based—he was introduced to hot sauce during summers spent with his grandparents in St. Augustine, Florida, where the production of spicy Datil peppers is big business.
As an adult—while gardening with his wife and company co-owner, Nicole—he “became obsessed with growing only hot peppers.”
Harvesting a pepper plethora, McLaughlin created hot sauces that got rave reviews from family and friends, who then convinced him to start selling them at local events.
It was a natural transition from visual arts to culinary arts.
“I was dealing with color, texture, flavor, but what really set it apart was the interaction,” he explains. “When people would come to a gallery show, I never knew what was going through their heads when they looked at a work. But now with sauces and condiments, the minute I hand a spoon to someone, there’s an interactive process that for me surpasses any reward that I experienced in the visual arts.”
Heartbreaking Dawns (heartbreakingdawns.com) launched in 2009 with Jalapeno Pineapple, Mango Habanero and Classic Gold sauces. It has grown to include 25 sauces, chutneys and dry rubs manufactured in the tri-state area. They are sold throughout the world in specialty stores, as well as locally at Kings Supermarkets and select Whole Foods locations.
In 2011, the ambitious young company launched the first of the Superhot line with 1498 Trinidad Scorpion sauce. This was the first commercially produced hot sauce made in the U.S. with fiery scorpion peppers.
McLaughlin appeared in a 2012 episode of Chopped. He was chopped in the second round, but the episode gave him some welcome exposure.
When CNBC began planning the Crowd Rules entrepreneurial competition show, they contacted McLaughlin. By sheer coincidence he ended up going up against two other New Jersey-based specialty food businesses, Picklelicious of Teaneck and Mr. Green Tea of Keyport.
The Crowd Rules contestants must pitch their product to three judges and 97 audience members who vote on which company should receive a $50,000 investment prize.
“It was amazing, fantastic,” says McLaughlin. “It let people know our story. It’s always exciting to let the viewer know the passion behind our products, and winning just makes it that much more exciting. It’s a huge boost for our company, and we will really be able to use that capital to help us grow.”
Growing and changing seems to be a theme for the McLaughlins, who also just launched the 1776 Beverage Co., featuring all-natural bottled sodas. A cool drink may tame the power of their peppery condiments, but bigger change is coming.
The couple, who live in Wyckoff, are expecting their first child any day now.
SUZANNE ZIMMER LOWERY is a food writer, pastry chef and culinary instructor at a number of New Jersey cooking schools. Find out more about her at suzannelowery.com.