Episode 8 of the OG Spice Guy Podcast is live—and this one’s all about one of the most iconic flavors of all time: Pumpkin Spice.
Whether you love it or roll your eyes at it, there’s no denying the staying power of this seasonal phenomenon. But why did a simple blend of cinnamon, nutmeg, and cloves become a multi-billion-dollar trend?
This week, HQO’s VP Jonathan Raju (aka the OG Spice Guy) dives into how Pumpkin Spice went from grandma’s pantry staple to cultural icon—and what it reveals about how food trends are born, grow, and last.
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In this episode, you'll discover:
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 The real history of Pumpkin Spice (and why there’s no pumpkin in it!)
 The global journey of cinnamon, nutmeg, and cloves—centuries-old ingredients that built empires
 The four key elements behind every successful food trend: culture, versatility, virality, and scarcity
 How timeless ingredients find new life when paired with authentic storytelling
From Starbucks’ original PSL in 2003 to pumpkin spice popcorn, candles, and even hand cream, Jonathan explores what happens when flavor meets emotion, memory, and great marketing.
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Why this matters for the spice industry:
Pumpkin Spice isn’t just a trend—it’s a case study in connection.
It proves that people don’t fall in love with flavors; they fall in love with feelings.
And at HQO, we’re proud to help brands turn honest ingredients into unforgettable experiences—just like this one.
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