It all started as an attempt to liven up the heat of her grandmother’s green pepper jelly to pass out during the holidays. Jalapeno? It just wasn’t hot enough. So the tiny habanero became the heat source for a pretty yellow and orange speckled pepper jam. This simple holiday tradition has grown into one of the most talked-about artisanal jam brands in the country. Profanity Jam, founded by Mary, began not in a commercial kitchen but in her own home, surrounded by the warmth of family, dogs, and the eye-watering aroma of simmering peppers.
Mary would often tweak her other jam recipes, adding minced habaneros to her homemade jam, filling jars to give as gifts to friends and relatives. Each batch carried her signature balance of sweet heat, a little fruity, a little fiery, and full of personality. “It was something I did for fun. I love to cook, and it was always fun to see the reaction to the heat!” Mary has often said. “I never thought it would become a business.”
Before long, her recipes developed a loyal following. The group of early tasters began asking Mary to make the jam year-round. They served them at dinner parties, added them to picnics and tailgates, and gave them as gifts. Encouraged by the growing enthusiasm, Mary decided to take a leap of faith and turn her passion into something bigger. A group of friends came for a blind tasting of all the habanero jams she could find, and Mary’s beat all 14 in every category with the exception of packaging—her jars had no labels!
That leap became Profanity Jam, a bold and unapologetic brand that brings gourmet flavor with a playful edge. The name, cheeky as it sounds, captures Mary’s affinity for swearing and the brand’s fearless approach to heat and flavor.
From Family Tradition to Family Business
As word spread and demand grew, Mary realized she didn’t want to do it alone. Making enough jam to sell would lead to fiery resentment of the process, plus the loving-hands-at-home business model was not appealing. She engaged a family-run co-packer, a third-party logistics firm, and an amazing graphic designer to ensure all aspects were handled safely and professionally. Tommy, Mary’s son, joined up to lead marketing and advertising, and his wife, Kay, to build the sales program. Together, the trio transformed a small kitchen project into a fast-growing food company with a passionate fan base.
Tommy, a creative by trade, helped shape Profanity Jam’s distinct identity with bold websites, colorful visuals, and a brand voice that blends humor, authenticity, and modern design. Kay focused on expanding into stores, markets, and restaurants, introducing the jams to new customers who were just as excited about flavor as they were about fun.
The results speak for themselves. What began with one recipe has grown into a collection of five additional flavors, each offering its own twist on Mary’s original creation. From Berry Habanero to Cherry and the newer Tropical blends, every variety celebrates the same unusual blend of sweet heat and the little naughty bite that made the first jar so special.
Profanity Jam has three sizes to meet growing demand and usage, from small tasting jars perfect for gift boxes to larger sizes for home cooks and restaurants. “People use our jams for more than just toast,” Tommy explains. “They’re glazing ribs, mixing cocktails, and topping desserts. It’s really become a creative ingredient for anyone who loves to experiment with flavor.”
A Brand with Attitude and Heart
What makes Profanity Jam stand out isn’t only what’s in the jar but the spirit behind it. The brand embraces its name with humor and confidence, pairing premium ingredients with a touch of attitude. Each label and social media post celebrates the joy of great food and the messiness of creativity in the kitchen.
Beneath the fun exterior lies a deep commitment to craft. Every jar is made in small batches using locally sourced ingredients whenever possible. The company continues to use the same methods that made Mary’s homemade jam a favorite among friends. “We’ve grown a lot,” Mary says, “but our jams are still made the same way, with care, good ingredients, and a lot of swearing.”
Even as the company scales, that sense of authenticity remains at its core. Profanity Jam’s success is proof that growth and fun can coexist, and that family businesses can thrive when they love what they do, hire great team members, and not be in the kitchen all at the same time.
The Sweet Future Ahead
Today, Profanity Jam is preparing for its next chapter. In addition to the Fancy Food Shows, six 2024 Scovie Awards (the team is hoping for the newer flavors to receive even more accolades), the jams are getting great exposure. National retailers, specialty food stores, and gift buyers are finding that the bold packaging and salty brand name lead to sales, but the courageous flavors keep them coming back for more. Chefs and other food brands are finding exciting ways to collaborate and create with all six flavors of Profanity Jam. The R&D team in Mary’s kitchen is working on future offerings that may include marinades, glazes, and cocktail syrups, all bringing the same bold flavor to new culinary adventures.
Profanity Jam is still all in the family, fueled by love, laughter, and creativity. From one woman’s holiday tradition to a growing line of fiery foods, each jar is made to turn gatherings into something spicy and unforgettable.
Profanity Jam isn’t just about jam. It’s about flavor, family, and a little bit of fun served straight from the jar.
