This is a rather wry take on one person’s journey into business as a hot sauce entreprenuer, as detailed in a recent article from the online edition of the Boston Globe:
Entrepreneur seasoned for success
By Joel Brown
Globe Correspondent / October 15, 2009
NEWBURYPORT – First things first. Don’t call it a hot sauce.
“Call it a gourmet pepper sauce,’’ said Joe Muscarella, the man behind Bella Pepper sauces.
Anyone can throw some peppers and vinegar in a standard 5-ounce bottle and start selling lip-scorching hot sauce. All it takes is a funny name on the label and a gazillion Scoville units – the measure of hotness – in the bottle. But it’s hard to stand out in the crowd.
If you want to succeed in this business, Muscarella said, you have to set yourself apart. Make a sauce that’s something special. Find a bottle and label that don’t look like all the other ones on the shelf. And aim for a higher market niche.