Not just a maestro in the music industry, rapper E-40, also known as Earl Stevens, has seamlessly extended his influence to conquer the realms of food and spirits, boasting complete control over his brand. In a recent appearance on The Breakfast Club podcast, E-40 revealed the interconnectedness of his ventures from music to food and beverages, emphasizing the harmony between these diverse realms, AFROTECH reported.
“I’ve always wanted to do it. I got seasonings, sauces, and all kind of stuff finna come. It all comes hand in hand. Music, food, and beverages,” he shared during the interview on The Breakfast Club
.The legend has ventured into wine with his company, Earl Stevens Selections, and the food brand Goon With The Spoon. A hands-on approach and the absence of external investors have marked his entrepreneurial journey. As the rapper E-40 proudly asserted on The Breakfast Club, “We family-owned. Black-owned business for real from the ground up. I’m talking about no investors. No, nothing.”
According to the outlet, Earl Stevens Selections has grown substantially, expanding its offerings beyond the initial lineup to include more than 15 still and sparkling wine variations. Notably, the portfolio welcomed the piña colada-flavored wine “Piñascato” in September 2023, showcasing E-40’s innovative spirit approach.
‘Goon With The Spoon,’ initially known for its flavored sausages and burritos, has diversified its product line to include an array of ice cream flavors. From Cookie Dough and Bourbon Vanilla to Vanilla Bean, Strawberry, Mint Chocolate, and Salted Caramel, E-40’s food brand has become synonymous with culinary creativity.
In a conversation with AFROTECH, E-40 underscored the importance of complete involvement in his brand and the value of ownership. “I’m there from start to finish, from the beginning to the end. That’s why I always try to be an inspiration to the new and old generation to show, ‘Hey man, this is a route you could take,’” he stated. “When they say Black-owned, I’m the epitome of a Black-owned business. I am the vendor of record. I write the checks. I do it all.”