Justin Gill, founder of Bachan’s, has transformed his grandmother’s beloved family recipe into the fastest-growing condiment brand in America. Named after the Japanese American term for grandmother, Bachan’s Japanese barbecue sauce has quickly gained popularity, becoming the top-selling barbecue sauce at Amazon and Whole Foods. With estimated annual revenue surpassing $70 million, Bachan’s is on track to become the next Sriracha, a billion-dollar condiment brand.
Gill’s entrepreneurial journey began with his own grandmother, Judy Yokoyama, who made batches of the heirloom sauce for years. Inspired by his grandmother’s recipe and wanting to show his daughters the possibilities of chasing a dream, Gill launched Bachan’s in 2019. After years of testing different formulations at different plants in California, Gill was able to engineer a process to cold-fill the sauce into bottles without preservatives, maintaining the taste and texture of the original recipe.
The success of Bachan’s has been attributed to Gill’s disciplined approach to business. Despite raising $17 million from investors over two rounds, Gill retains majority ownership and ensures that all employees own shares in the company. Maintaining control has allowed Bachan’s to achieve profitability and estimated margins of 20% annually. With the potential to be worth over $350 million, Bachan’s has attracted attention from larger food companies looking to acquire up-and-coming brands in the condiment space.
In 2021, Bachan’s received its first round of capital from Prelude Growth Partners, followed by a second round led by Sonoma Brands Capital in 2022. These investments have allowed Bachan’s to expand rapidly, landing placements in Walmart and further growing its retail presence. With Walmart’s U.S. CEO John Furner mentioning Bachan’s during an earnings call as an example of successful new product introductions, the brand has gained significant momentum and market share in the sauce and condiment category.
Looking ahead, Gill is focused on reaching even more customers and expanding Bachan’s product offerings. With plans to move into adjacent products like dipping sauces, Gill envisions Bachan’s becoming an iconic Japanese American food brand, synonymous with household names like Heinz ketchup and Tabasco hot sauce. As the brand continues to grow, Gill remains committed to sharing his family’s culture and legacy through the flavors of Bachan’s, aiming to become a staple in American kitchens across the country.
