On the day that the foundation of Craig Underwood’s business collapsed, he was on vacation—at the beach with his wife, daughters, and grandchildren in Hawaii.

It was November 2016, and the fourth-generation California farmer had just completed a perfect pepper harvest—another high point for a business, Underwood Ranches, that had grown exponentially over three decades on the strength of a single crop. As the sole supplier of the juicy red jalapeños for sriracha, Huy Fong Foods’ iconic fiery-red chili-garlic sauce, Underwood’s empire of peppers had spread from a 400-acre family farm in the 1980s to 3,000 acres across two counties outside Los Angeles.

Sriracha’s rise had by then become the stuff of business legend. That spicy, slightly sweet, good-on-everything sauce, in the instantly recognizable bottle with its white rooster emblem and bright green nozzle, was the brainchild of David Tran, who had first devised the recipe and sold the stuff in L.A. in 1980 as a Vietnamese refugee starting a new life for his family.

Tran’s business motto is “make product, and not profit,” but Huy Fong had become the No. 3 hot sauce brand in America—all as a private company, without selling even the smallest share to the country’s Big Food titans. At the time, Tran’s green-tipped bottles could be found in one in 10 American kitchens and on the International Space Station.

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  • ChicoSuave@lemmy.world
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    10 months ago

    The Huy Fong Foods contract ending was a blessing for hot sauce makers in SoCal, as it opened up a gigantic ranch of the best quality peppers in the area. A lot of little sauce brands now dot the area and some truly excellent flavors have come out of them.

    • roscoe@startrek.website
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      10 months ago

      I was disappointed when this happened but now I’m glad I can’t find it anymore. I had become lazy, just putting it on everything. Now I have a variety of sauces I choose based on what I’m putting it on. There are a lot of good sauces out there. With proper pairing you might not miss Sriracha at all.

      • PlasmaDistortion@lemm.ee
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        10 months ago

        Yep we used to have 2 or 3 bottles of hot sauces in our fridge now we have probably 15. Lots of great sauces started coming out of this whole mess.