Peninsula of Yucatán, México · Est. 2025
8,000 plants · Peninsula of Yucatán, México · First harvest September 2026
The heat you've been waiting for.
Become a Founding Member →YUUM means Lord
in Maya.
We don't take
that lightly.
"El calor que vas a probar fue plantado a mano en la Península de Yucatán."
Close your eyes. A Yucatán habanero touches your tongue. The first thing you feel is not heat. It is something tropical, almost floral, impossibly alive. A brightness that pulls you in before you even realize what is happening. Then the warmth rises, slow and honest, the way sunlight settles at the end of a long day in the Peninsula. This is not a pepper that punishes you. This is a pepper that makes you want one more bite.
Most brands exist in a commercial kitchen, built on a supplier they have never visited. YUUM was built differently. Eight thousand plants in the ground, a shade net structure raised by hand deep in the Peninsula of Yucatán, and an uncompromising belief that the best chili in the world comes from this soil and nowhere else. No shortcuts. No compromise. Just the earth doing what it does when you finally give it the respect it deserves.
The road here was not easy. We lost an entire cycle to a mistake that nearly ended everything we had built. We did not walk away. We went back to the land, learned from it, and brought in Don Julio, one of the most respected agronomists in the region. We started again from nothing. Cycle 2 is alive in the ground.
Pick up any mass-market hot sauce and read the label. Artificial color. Sodium benzoate. Modified starch. Thickeners, stabilizers, ingredients you cannot pronounce. That is not flavor. That is a product engineered to sit on a shelf for two years. YUUM exists for one reason: to give people a sauce made from real habanero, grown clean, tasted exactly as the land intended. Nothing added. Nothing hidden. Just the pepper.
This is not a product launch. This is a promise. The most intentional chili operation this Peninsula has ever seen, grown by people who refused to quit. And right now, before the first harvest, before the world knows this name, you are here.
Toronto, Ontario
Co-Founder · Mexican-Canadian · Operations
Mexican by blood. Canadian by life. Daniel grew up between two worlds and spent years carrying both. He has always believed that the best food comes from the best soil, and that real heat tells a story the moment it touches your tongue. YUUM is what happens when that belief stops being a thought and becomes a farm. He did not wait for the right moment. He created it.
Montreal, Québec
Co-Founder · Canadian · Strategy
Born and raised in Montreal. Sammy is a builder by nature. He understands what it takes to turn an idea into something real, something physical, something that lasts. He is not the guy who orders extra hot. He is the guy who recognizes quality the moment it is in front of him and does not let it go. When he saw what was growing in the Peninsula of Yucatán, he felt what he always feels when something is being built the right way. Grounded. Real. Tangible.
8,000 seedlings planted by hand. The clock starts now.
130 days of sun, drip irrigation, and daily attention. The peppers are coming.
First picks. Founding Members get access before anyone else.
Full yield. Habanero, Xcatik, Bell Pepper. The moment everything was built for.
Enter your email below. No payment. No commitment. Thirty seconds. You become one of the 100 people who were here before this existed.
We send you what actually happens — yields, weather, problems, progress. No filters. No polished marketing. The truth from the ground, from now until harvest.
When the first peppers are picked in September 2026, Founding Members are notified immediately. Before the public. Before retailers. Before anyone else knows this name.
The Founding 100 is not a loyalty program. It's not a marketing list. It's a record of the 100 people who were here before the first harvest, before the corporation became what it's going to become.
Your number never resets. There will never be a second Founding 100. When YUUM is what we're building toward, you'll have been there when it was just 8,000 plants in the Peninsula of Yucatán and a decision to build something real.
Founding status closes permanently at 100 members.
Every harvest, before the public, before retailers, before anyone. First pick of habanero, Xcatik, and bell pepper direct from the farm. No resellers. No markup. Direct.
Yields, rejections, prices received, problems encountered. You see what actually happens on this farm. Not a curated highlight reel. This is rare. Most brands never show you this.
This label doesn't expire with the harvest. When YUUM grows into the corporation we're building, you were one of the original 100. That is recorded. That is permanent. That is yours.
Still reading?
That means you belong here.
September to October 2026. We transplanted 8,000 plants in late May 2026. The crop needs approximately 130 days to reach peak maturity. When the first peppers are ready, Founding Members are notified immediately — before anyone else.
The First Harvest List — a free, no-commitment waitlist that gives you priority access when the harvest is ready. No payment now. You will be contacted directly when product is available.
No. We are pre-harvest. We do not sell anything we have not grown yet. The first product will come directly from our September 2026 harvest. Founding Members get first access before the public.
The Yucatán Habanero is one of the most complex chilis in the world — fruity, floral, with a deep tropical heat that builds slowly. The Xcatik is a yellow wax pepper native to the Peninsula, mild and buttery with a flavor profile you cannot find in a supermarket. Both varieties grow best on Peninsula soil and nowhere else on earth.
We are capping the Founding 100 at exactly 100 members. Founding status closes permanently once all spots are filled. After that, no one receives this status again — ever. There is no second round.
Pricing will be confirmed closer to harvest. Founding Members will be the first to know and will have priority access before public pricing is announced. We can tell you this: it will not be priced like mass-market product, because it is not mass-market product.
Our founders are based in Canada and this is part of the plan. We will confirm shipping destinations when the harvest is ready. Sign up and we will update you directly — you will not miss it.
Join free. Get real updates from the farm. Be one of the first 100 before September.
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