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- The Hot Seat
by Melissa T. Stock
Fiery Foods Means Much More Than Simply Chile Peppers
There's no doubt about it; at my house, condiments are king. In fact, as I write this column, bulging from my refrigerator and cabinets are six jars of salsa, fifteen bottles of hot sauce, eight different types of mustard and horseradish sauces, as well as a plethora of dressings, vinegars, oils, shakes, rubs, marinades, jams, jellies, barbecue sauce, and cooking sauces. And I'm sure there's more than that lurking here and there in my kitchen; I only counted the ones I use frequently.
Obviously, fiery foods means much more than chile peppers, and includes much more than what's hot, hot, hot. Not quite sure that you agree with me? Think about what's in your own cabinet. Or better yet, consider what is in the cabinets of your friends, family and neighbors. According to research performed while writing the Hot Sauce Bible, Dave DeWitt, publisher of Fiery Foods Magazine found that only 10-15 percent of Americans currently eat fiery foods on a regular basis. I believe that by expanding our thinking of what belongs in the category of fiery foods, we expand our business opportunities. Fiery foods means much more than hot; it means the foods and products that spice up your life. So let me be the first to say welcome to herbs, mustards, oils, vinegars, chili con carnes, barbecue products, candies, and more.
I know many of you don't find my love affair--okay, passion--for fabulous and fun food products odd. In fact, if I were a betting woman, I would put my money on the notion that many of you can relate to my problem of how to fit those pesky items such as milk, juice, vegetables, and fruit into my condiment keeper, er I mean, refrigerator. And it gets worse. While I consider myself a relatively generous person, who enjoys sharing new and interesting foods with friends and family, this love of certain products has brought out a dark side in me. I am not proud of it, but there are just some things I am not willing to share. Phil's Barbecue Sauce is one of them. In the very, very back of the fridge, camouflaged by Tupperware whose contents are suspiciously oozing slightly out of the sides, sits my last bottle of the best barbecue sauce in the world. Succulently smoky, with just a hint of sweetness, its heat caresses your palate, gently stroking every little tastebud. After one bite of Phil's on a smoked chicken breast, I feel like Meg Ryan in the scene with Billy Crystal at the coffee shop in the movie, When Harry met Sally. If my husband said, "Hey honey, Mel Gibson, President Clinton and Oprah heard we've got some Phil's and want to stop by." I'd say, "Sorry, we're all out." The same goes for my best friend, boss, priest and even dear old Mom. Need to borrow a cup of sugar, the lawn mower, or even some money? No problem. Just don't think about the Phil's; it's all mine. Sadly, I am afraid that Phil's is no longer in existence, and I hold the very last bottle. Phil, if you're out there, please call!
So why, you are probably wondering, am I sharing one of the skeletons from my product-filled closet with you? Because I am certain most consumers have a secret, or not-so-secret, product passion of their own. Maybe it's chocolate covered cherries, or mustard with a hint of cayenne, or lowfat salad dressing that tastes like the real thing. The point is, we know that more than 10 percent of consumers will love your product. By expanding our thinking, as well as our category, we increase the possibilities of gaining tremendous market share from those other than the thrill seekers or gourmands. We need to reach the folks who are looking for new flavor sensations, as well as great ways to give a fast dinner some zing.
We at Fiery Foods Magazine are committed to covering all the things that spice up your businesses and your lives. It's just one more step in making the consumption of fiery foods an everyday part of the average consumer's diet--and that's good for everyone.
Melissa Stock has co-authored more than twelve chile-related cookbooks, as well as two children's books. A chilehead extraordinaire, she's also crazy about barbecue products and mustards.
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The Hot Seat
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