Looking for the spiciest chile pepper? So was I, but here's why I had to leave the Chile Head's Society. With a heavy heart, I've turned to Green Chile to soothe my disappointment. I may be the odd one out, but you'll be glad I made that choice.
We had just returned from the Fiery Foods Show in Albuquerque, New Mexico, where the demand for the hottest chile pepper was palpable. Enthusiasts were eager for extreme Scoville units, but I could only offer our Coyote Trail Green Chile Sauce. While it has some heat, it’s nowhere near what these heat-seekers were after. This made me reflect on our past attempts to chase the heat.
Our journey to create the world's hottest sauce was intense. Habanero chiles inundated my workspace, and the test kitchen was filled with a chile cloud so thick it caused sneezing and coughing, even through masks. We were determined to meet the demand for heat, inspired by legends like Dave Hirschkop, creator of Dave's Insanity Sauce, who was once banned from the Fiery Foods Show for his dangerously hot creations.
In our quest, my stomach became a fortress against the fiery concoctions we tested. We experimented with various formulas, from raspberry chipotle habanero relish to a peach zinger with enough heat to launch a missile. Roy, our product analyst, was particularly proud of a tomatillo and jolokia chile spread meant to be gently spread on toast—a morning bite, if you will.
Despite the promising options, I felt uneasy. The market was saturated with hot sauces boasting names that referenced body parts and functions. Where did we fit in this landscape? When I founded New Mexico Chile Company, our goal was to provide gourmet cooking sauces. Our tagline, "Coyote Trail Sauces—Making Everyday Gourmet," emphasized that our sauces should complement food and wine, not overpower them. Venturing into the hot sauce business felt like a departure from our original mission.
My moment of clarity came during a flight to California, while reading Herb Kelleher's book, "Nuts," which chronicles the founding of Southwest Airlines. Kelleher emphasized the importance of staying true to what you do best. Southwest focused on short-distance flights for business travelers and resisted the urge to expand internationally, a strategy that kept them profitable while other airlines that expanded too quickly faced bankruptcy.
Inspired by Kelleher's story, I decided that the extreme heat market wasn't for us. We would stick to our core mission of creating gourmet sauces. Let the Chile Heads chase the insanity of concentrated capsicum. I voluntarily exited the Chile Heads society, content to focus on making the world's best enchilada sauce. Our Green Chile Sauce may not be the spiciest, but it’s a staple for many of our customers, and that’s good enough for me.
By focusing on what we do best, we continue to bring joy to our customers with our Green Chile Sauce, proving that sometimes, less heat can still mean more flavor.
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