the success of most businesses, and in particular, inter- net-based review sites that strive to hit a broad- spectrum audience. In fact, probably the best way to find out what’s happening and what’s new on TastingTheHeat.com is to join their Facebook page (www.facebook.com/tastingthe- heat). Kendall mentions, “The Tasting The Heat Facebook page is the hub of their information for the hot sauce world. We can point you towards the events, to our actual website, and to our YouTube page with our video series. We also do a live show, Tasting the Heat Live. That’s where I interview these hot sauce makers from around the world. Just last week I interviewed somebody from Australia, and I get requests to be on the show, because the way things work now with social media, they can take the video and share it with their friends and customers on their own websites and social media pages. It increases their exposure 100-fold.” “If you look at the craft beer industry, the hot sauce industry is doing kind of the same thing.” Kendall is very clear with his mission statement. Their efforts all point to giving a voice to the hot sauce makers and enthusiasts — a forum that serves as a hub or clearing- house for the hot sauce community. Stepping back from the canvas a little and waxing philo- sophical, Kendall explains the important role sauces play in the preparation and diversification of dietary planning and fulfillment. “The whole world has the same basic four proteins: beef, poultry, fish, and pork. With hot sauces, you can completely change the profile of the food you are cooking on many different levels. If you have 1,000 dif-
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SPOTLIGHT ON BUSINESS MAGAZINE • MAY 2018
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