HAB Sauce - David van Overeem
David’s journey to creating HAB began during a pivotal life transition in 2016. As he and his partner prepared to welcome their first child, David made the decision to step away from his 12 year career at Nordstrom to become a stay at home dad for the first year and half of his child’s life.
This pause from corporate life allowed David’s creative energy to flourish in unexpected ways. While running a mural company on the side and continuing is 20+ year journey as a DJ and musician, he nurtured a home garden abundant with peppers, constantly experimenting with flavors and combinations. When the time came to return to work outside the home, David faced a crossroads: return to Nordstrom, pursue a career in tech or follow his passion for hot sauce. Fortunately for hot sauce lovers everywhere, he chose door number 3.
David’s entrepreneurial journey began at the Mercado where he focused intensely on perfecting his sauces while admittedly overlooking the importance of branding: “I was so focused on the sauce that I didn’t think about the labels”, he reflects. A meeting with a regional retail buyer who encouraged him to prepare for the market gave him hope, and though that particular opportunity didn’t materialize right away, a breakthrough came when Market of Choice took on HAB - a pivotal moment that opened doors to additional retail placements.
As his business grew, David found himself inundated with advice from all directions. He had to quickly learn which guidance to follow and which to politely ignore - ‘you have too many flavors’ is one piece of advice he is glad he ignored. Seeking community and structured support, David connected with local entrepreneurial organizations, including Built Oregon and Livelihood NW.
A collaboration with a long-admired NYC based rapper marked another turning point, inspiring David to elevate his approach through further collabs. His dedication craft paid off when his Spicy Sweet Soy Sauce won an international award, providing tremendous validation and momentum.
The pandemic proved to be another transformative period for HAB “I see myself not just running a hot sauce business, but as a part of the community now,” David explains. This perspective has shaped his approach to business, inspiring him to learn from others while also helping to help out fellow entrepreneurs.
Today, HAB sauces can be found in over 100 specialty stores nationwide with distribution in Japan and the UK. David has intentionally avoided mass-market national retail, preferring to grow thoughtfully and maintain quality control.
His advice to aspiring entrepreneurs reflects his measured approach: “If at all possible, take your time. Don’t get major loans, don’t try to blow up too fast. Take your time to really learn your craft.”
As David prepares to join Built Oregon’s board in 2026, his journey exemplifies how passion, community support and patient growth can lead to sustainable success in the competitive specialty food industry.
You can find more about Mister OK’s Essentials here: https://habsauces.com/
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