A Flavor that Brings the Heat (and Heart)

Fired Up Jellies and Jams started with a single idea: What if spicy didn’t have to mean too spicy?

Owner Michael "Smitty" Smith tried a friend’s carrot habanero jam back in 2015 and was blown away by how well the heat balanced with the sweetness. He immediately thought, “Strawberry Habanero would be amazing!" The friend wasn’t interested in going into business, so he and his partner, Krista Daniels, ran with it themselves. 

That one idea sparked the fire that became our business. They created three recipes that year: Strawberry Habanero Jelly, Cinnful Peach Habanero Jam, and Strawberry Vanilla Rhubarb Jam. We sourced fruit from local farms and sold to friends and family. The response was electric—people’s faces would light up after one bite. That reaction—pure delight with just the right kick—is what inspired the name: Fired Up Jellies and Jams. 

Krista grew up with a love of jams—none better than her grandma’s—and it didn’t take long for her to start learning the process herself. Smitty came from a background in distribution, so together we had the passion and the logistics to build something real.

They knew they couldn’t keep making it in their kitchen—especially with the dog Bill in the house—so they partnered with a certified co-packer to produce and package everything under food safety guidelines. That allowed them to register the business in Illinois in 2018 and produce the first commercial batch in 2019. They landed their first retailer that same year. As of today, Fired Up Jellies and Jams are in over 250 stores across 13 states.

They'll be offering all three of their signature products on the Saluki Market:

• Strawberry Habanero Jelly (our original and best-seller)
• Cinnful Peach Habanero Jam (a sweet, spiced peach with a kick and the most awards)
• Strawberry Vanilla Rhubarb Jam (no spice—just a classic with a twist)

Their Saluki roots also run deep. Krista graduated from SIUC in 2015 with a degree in Anthropology, worked five years at the Center for Archaeological Investigations, and earned her MBA in 2021. Smitty graduated in 2011 with a degree in Philosophy and again in 2012 in Classical Literature.