Sriracha – The world’s coolest hot sauce:
A great hot sauce makes a difference.
Makes a difference to various dishes you cook.
If used properly it enhances flavours and tastes.
And there are a lot of hot sauces to choose from.
But there is one – that beats all the others.
How the company that makes Sriracha got started is more than fascinating.
And how it conducts its business is equally fascinating.
Here are, but a few examples.
The company was founded 33 years ago.
To this day it does no advertising.
Instead it relies on word-of-mouth recommendations from customers who love and tell their friends about it.
Last year it sold 20 million bottles reaching sales of $66 million.
Each year sales increase in the double digits.
There is a kind of cult following among Sriracha users.
There are cook books totally devoted Sriracha.
There are T-shirts, iPhone covers and other swag.
There is a documentary being made.
And, of course, there are lots of imitators.
Today the hot sauce business is hot.
Pardon the pun, but I could not resist it.
And the amount of hot sauce being bought world-wide is staggering.
A total of $1.6 billion are being sold.
And the story of how the company got started is one of those – I can’t believe it.
It was 1980.
A young immigrant, David Tran, arrived from Vietnam to settle in Los Angeles.
He soon realized that he missed the hot sauces from his native country in Los Angeles.
So he decided to make his own.
It took him several months but finally he hit upon the recipe that today is Sriracha – the world’s coolest hot sauce.