“Goon With The Spoon”: E-40 starts his own meat business

Alina Amin



Tasty ideas

OG Rap-legend E-40 announces his gourmet meats brand “Goon With The Spoon”. The iconic artist from California is ready to bless your meat-cravings (that is, if you eat meat) with various types of fancy sausages for every taste.

His venture into the food industry finally came to fruition after one year of hard work. He first gave a peek into his tasty plans a year ago.

a lifelong dream

The 53-year-old rapper has partnered with Justin Kinder of Kinder’s Meats, Deli and BBQ to launch his brand and the inaugural line of sausages. First flavours include Teriyaki Pineapple Chicken sausage, Philly Cheesesteak Chicken sausages, Hot Beef sausages, Mild Beef sausages, the Choices (Yum) Sausage Bundle and Turf burritos.

It’s the first major project of the brand that is planning to expand the business beyond meats. According to the “Goon With The Spoon”, they will produce skewers, ice cream, and pre-packaged meals as well as cookbooks, cooking shows, and open restaurants.

This all fits E-40’s social media activities pretty well. On the official “GWTS”-Insta-account, the rapper already showcased his talent in cooking with an array if savoury meals and soul foods. For the launch, E-40 explained on Insta how he “fulfilled a lifelong dream” of his:

“Fulfilled a lifelong dream today with the formal launch of my @GoonWithTheSpoon brand and inaugural sausage line! We’re in production and about to take over the food industry now”

Fans and gourmets can buy the sausages on the dedicated website.

Way back

E-40’s love for gourmet foods and the art of cooking actually goes way back. He teached himself to cook in his teens and even landed a position at a high-end restaurant, where he studied the art of gourmet meals. This experience fueled his interest in food.

Not only his business idea but also the name for it is legit. The inspiration for the “Goon With The Spoon” brand name comes from 40’s music catalog. He rapped about being a “Goon With The Spoon” in various songs (“Back in Business”, “I Get Down (feat B-Legit)”) to describe his entrepreneurial hustle and ambition.

food and hiphop

Rappers and food: A match made in heaven. Recently, we have been seeing edible goodness from all types of Hiphop-artists. Not only in the US but also in Germany. A record-breaking example if of course Capital Bra’s “Gangstarella” pizza.

But we also got Xatar’s “Köftespiess”-business that does have quite a few parallels to E-40’s new venture. Whether it’s the authentic name or the ambitious endeavour. Both seem to have cracked the code when it comes to building an authentic business that’s credible through and through.

Want to understand cultural credibility and the magic behind our favourite rapper-meats? Get our whitepaper here.