Meet Third Coast Superior’s Chief Sauce Officer, Chad Landry
When I sat down to chat with Third Coast Superior’s Co-Founder, Chad Landry, I wasn’t sure what I would get from their “Chief Sauce Officer.”
What’s a Chief Sauce Officer, anyway, I thought.
Chad’s infectious smile aligned with much of the interview. I enjoyed learning more about him, his insights on life, and details about their upcoming North American fish sauce.
When first asked to share about himself briefly, his eloquent response, delivered without a hint of amusement, had my full attention.
“Whether I shall turn out to be the hero of my own life, or whether that station will be held by anybody else, these pages must show. To begin my life with the beginning of my life, I record that I was born (as I have been informed and believe) on a Friday, at twelve o'clock at night. It was remarked that the clock began to strike, and I began to cry, simultaneously.”
Yes, Chad was quoting Charles Dickens’ David Copperfield.
I invite you to enjoy the rest of our interview. as Chad shares parts of his journey to founding a fish sauce company with Steven Peyer.
Would you like to tell me anything else about your life besides its parallels to David Copperfield?
I am a lifelong resident of Minnesota, save a few short stints in Provo, Utah, and Los Angeles, CA. I grew up in a suburb of Minneapolis and attended Osseo Sr High and the University of Minnesota (Twin Cities), where I majored in Physics and Mathematics.
During college, I got a job at a music venue/nightclub called The Quest, where I was bitten by the restaurant industry bug. I have worked in restaurants in some capacity (i.e., server, bartender, manager, general manager) for 23 years.
More recently, I have ventured into the entrepreneurial world, starting with the flooring business. I created my company from scratch with an idea and a plan. We have been going strong now for a little over two years.
Steven Peyer and I have been working on Third Coast Superior for a little over a year. With the proof of concept clear and evident, we incorporated it at the start of 2024.
What exactly is a Chief Sauce Officer?
As soon as I find out, I’ll let you know.
But seriously, the CSO of Third Coast Superior is just 1/2 of the brain trust that ensures we can get you the sauce you need at a store near you at a fair price. It’s my job to make sure that happens.
What sets you apart from others? Do you have any specialties?
The double-edged sword of working for yourself is that we do everything or find those who specialize in things we cannot do. This is both immensely self-gratifying and terrifying.
It is a lot of fun to pull from a liberal arts and school of life education without a safety net to catch you when you fall. You never know what a day will bring: logistics, marketing, manual labor, design, project management, accounting, sales, and grant writing.
My job, primarily, is to problem-solve proactively.
To answer your question with a little more brevity, I am known for and most proud of my ability to juggle multiple stressful tasks/ideas while keeping a smile on my face and a positive outlook.
Could you talk about Third Coast Superior's development, why you partnered with Steven, and what the first four months have been like? What role do you play in the business?
Domestically produced fish sauce has been a pet project of Steven’s for many years. He shared with me his initial plans and outlook one afternoon in passing. You know, just making conversation about some of the challenges he was facing.
Bodin Fisheries, Bayfield, WI
I thought the idea was wonderful and asked him if he needed additional investment. As the project grew and as Steven started facing more stumbling blocks, I offered my expertise and came on board as a partner.
We have had a blast working together as our professional and personal relationships have grown.
We understand each other and have a similar approach to business: put out a product with integrity and love, and the rest will take care of itself.
Our roles are definitely fluid and dynamic. As we grow together, I am sure roles will become more defined, but now, it is the super fun part of just getting your hands dirty wherever they are needed.
Steven is unquestionably the visionary, while I am the practical one who translates his vision into reality.
Have you learned any interesting or unexpected lessons about the fish sauce process?
I thought the process was going to be really smelly. At its most basic, the fermentation process is just letting organic material rot.
Well, rot with guard rails.
Anyone who has been on a beach or left fish in the fridge too long knows what I am talking about.
The scent of the fish, along with the salt, is actually pleasant. It's funny. You can smell the roundness of it as you would with a red wine.
In what ways is this endeavor similar to or different from your previous experiences in culinary and business?
The largest difference that I see and that frustrates me to no end is waiting without a timeline.
The sauce doesn't abide by deadlines or our wants and needs. The sauce is ready when the sauce is ready.
That is a hard fact to square yourself with, but it speaks to our commitment to make the best fish sauce possible.
Nature will tell us when it is ready.
What marketing strategies resonate the best with you for this particular business? Who is your target market, and how will you attract them?
What a great yet difficult question to answer. Third Coast Fish Sauce's marketing will have to center around education.
Third Coast Fish Sauce, coming Summer 2024
It’s been comical to watch people’s faces when I tell them what we are making. I typically get the reaction of confused to pity right out of the gate.
After I explained fish sauce, how it is made, and the many flavor benefits of cooking with it, I saw some flashbulbs start going off.
Our sauce can be used in anything that needs a pinch of salt or the enhancing support of umami, the mystical 5th flavor.
Fish Sauce or fish garum, we think, was originally developed in Italy and made its way down the silk road to the east, but can be found in cuisine all over the world.
It’s been relegated to the island of misfit toys and Asian food.
We hope to shine it up and re-present it to the curious home cook and to the resourceful chef looking for a secret weapon to add depth of flavor to both new and old recipes.
How do we educate without preaching? Tap into the inherent curiosity and “front-of-house manager” of the cook.
Everyone who cooks has a trick or family secret to improve the mundane everyday recipe.
Third Coast Fish Sauce is that trick, that secret, that cheat code.
What are your hopes for Third Coast Superior?
Besides that massive amount of money, fame, and women? I’m totally kidding.
I am excited to create something with my friend.
Fermentation can be a long and boring process that is best when it is left alone. Steven and I joke that we are going to sit in lawn chairs, drinking coffee and chatting about life while nature does all the heavy lifting.
I want others to have that same feeling when they cook with it. Food is what brings us together.
The shared experience of figuring out what to eat, what time to eat, how much to eat, and the mood while you eat. It’s everything we are.
Life is celebrated with and around great meals. Who, in their right mind, wouldn't want to be constantly surrounded by so much joy.
After the eloquent conclusion from Chad Landry, there's not much more to add. Keep an eye out for updates on the progression of Third Coast Superior's fermentation process as it nears completion, leading to the creation of a beautifully bottled fish sauce.
Always,
Heather N. Wilde, Regenerative Fish Sauce Supporter
