Firecracker Farm: Alex Bonamarte’s Spicy Recipe for Success—A Dash of Marketing and a Whole Lot of Heat!

Team Never Quit

In this week’s Team Never Quit episode, Marcus and Melanie are thrilled to welcome Alex Bonamarte, a passionate entrepreneur, lifelong optimist, and father who lives by the principle of the Golden Rule. Alex wears many hats, from being a gentleman farmer to running the unique brand Firecracker Farm, where he is responsible for branding, marketing, web development, and daily operations. Firecracker Farm is home to the famous Hot Salt, a coarse sea salt infused with some of the world’s hottest peppers like Ghost, Carolina Reaper, and Scorpion. Tune in as Alex shares his journey of building this spicy empire, offering tips on entrepreneurship and his love for unique flavor experiences.
Beyond the world of Hot Salt, Alex dives into his background in web and app development, design, and system design—skills that have played a crucial role in shaping his approach to business. As an active member of the Trading Tribe, Alex embraces continuous learning and collaboration, striving for growth and excellence in every area of life.
Join us for an engaging conversation about fatherhood, the art of balancing business and personal life, and what it means to live optimistically while cultivating a brand that brings the heat!
In This Episode You Will Hear:
• My sister and I would travel back and forth to France – alone – which is kinda crazy. They’d put us on a plane doing layovers. I was 5 and she was 3. (7:09)
• The most valuable thing I learned was to be able to just be who you are – take it or leave it. (9:38)
• I don’t quit, and I won’t fight unless I can win. (11:27)
• People can do things of value from pretty much anywhere. (20:51)
If you’re not a good man, you should probably try harder. (29:26)
• [At the 9/11 scene] on the ground it did not look like what had happened. There was all sorts of glass and body parts, not from people on the plane, but from stuff that fell down. (35:01)
• It wasn’t until the second impact people realized what was going on. (35:37)
• The first people weren’t jumping intentionally. They were coming down like burning plastic – drip…1, 2,…1, 2, 3, 4. (36:52)
• [Melanie] in the 9/11 museum, they have an exhibit on the jumpers .It’s one of those things that you don’t want to watch out of respect, and you do want to watch out of respect. The reason to watch is to understand the magnitude of what happened. (37:18)
• [Marcus – After 9/11] No matter what you’re staring at – what kind of human it is looking at you – what they’re dressed in. It’s like “Hey brother, what’s up? You aight? Need something? The solidarity was amazing. (42:27)
• Still there are lot of people who don’t like the American view of how things should be. (43:11)
• [Melanie] it is important to remember, and it is important to teach the young generation. Or history will repeat itself if we forget and brush it under the rug. (44:28)
• I’m a firm believer in our generation. (45:52)
• Life is full of longshots. Everybody pick their longshot and go. (46:45)
• I’ve always been a sucker for a nice, printed thing. (49:50)
• [With regard to packaging my product] I think the whole experience makes it that much more satisfying. (51:05)
• You have your own idea of what somebody else thinks because you never ask them. It’s such a weird thing that we live in our own heads, and if you just take the time to ask how you feel about this, and they will tell you. And you’re like “Holy shit. That was there the whole time?” (63:36)
Socials:
- IG: ultrahotpeppers
- https://firecracker.farm/
- fathergoods

- IG: team_neverquit , marcusluttrell , melanieluttrell , huntero13
- https://www.patreon.com/teamneverquit

Sponsors:
- Navyfederal.org
- Tonal.com [TNQ]
- GoodRX.com/TNQ
- greenlight.com/TNQ
- PDSDebt.com/TNQ
- drinkAG1.com/TNQ
- ghostbed.com/TNQ [TNQ]
- Shadyrays.com [TNQ]
- qualialife.com/TNQ [TNQ]
- Hims.com/TNQ
- Shopify.com/TNQ
- PXG.com/TNQ
- Aura.com/TNQ
- Moink.com/TNQ
- Policygenius.com
- TAKELEAN.com [TNQ]
- usejoymode.com [TNQ]
- Shhtape.com [TNQ]
- mackweldon.com/utm_source=streaming&utm_medium=podcast&utm_campaign=podcastlaunch&utm_content=TNQutm_term=TNQ