| We just returned from the Fiery Foods Show, held | | | | classic he tells the story of staying the path to |
| again in Albuquerque, New Mexico and I had a lot of | | | | success. |
| people asking for the hottest chile pepper we offered. I | | | | Despite the distractions, he put on the corporate |
| smiled, not at their extreme passion for scoville units, | | | | blinders and ventured forth with a plan set in stone. |
| but because I couldn't supply them with anything hotter | | | | Southwest, he wrote, did not fly international because it |
| than our Coyote Trail Green Chile Sauce. Sure, the | | | | wasn't what they did well. Their airline was a short |
| Green Chile Sauce has some heat, but nothing like | | | | distance carrier catering to business people. The five |
| what these guys were looking for. I thought back to | | | | hundred mile journey is their expertise. And for years, |
| our departure from a sound business plan-the time we | | | | at board meetings, he fought the urge to expand and |
| were also in search of the heat. | | | | conquer airwaves beyond what they did well. |
| We embarked on the path to heat with fury. Could we | | | | It seems that other airlines disagreed and once they |
| also create the world's hottest sauce? Habanero | | | | solidified their local position, they opened international |
| chiles flooded my desk. The test kitchen had the chile | | | | routes. If they could fly around California, surely they |
| cloud hanging low, enough to cause sneezing and | | | | could set their wings toward Europe. Many tried and |
| coughing through cloth masks. People wanted the heat | | | | most filed bankruptcy and all eventually lost money. |
| and by golly we were going to give it to them. Perhaps | | | | This struck me las profound and about that time the |
| I would be like my buddy, Dave Hirschkop, creator of | | | | flight attendant walked by, inquired about beverages |
| Dave's Insanity Sauce, who is rumored to have once | | | | and dropped two packages of roasted nuts onto my |
| been banned from the Fiery Foods Show because his | | | | tray. |
| sauces were so deadly hot. | | | | I decided then that the morning bite wasn't for us. We |
| We were on the road and my stomach was | | | | would stay the course of prosperity, watch the Chile |
| converting intestine cells into a mamma would be | | | | Heads delve into the insanity that concentrated levels |
| proud, chile pepper cast iron vault. I tasted a dozen or | | | | of capsicum will deliver. Dave could rest easy. I kicked |
| so formulas. Raspberry chipotle habanero relish. And | | | | myself out of the Chile Heads society. |
| then there was a peach zinger with enough firepower | | | | We'll continue to make the world's best enchilada |
| to launch a missile. Roy, our product analyst was | | | | sauce and we truly do understand the world is a |
| especially proud of a tomatillo and jolokia chile spread | | | | better place because of our Green Chile Sauce. It may |
| that was supposed to be spread gently on toast. The | | | | not be the morning bite, but Santa Fe Chicken is a |
| morning bite, like fishing I guess. | | | | staple among many of our customers and that's good |
| With all the options, two stood out, but still I was | | | | enough for me. |
| uneasy. Not just my stomach lining, but my instincts. | | | | Santa Fe Chicken An Easy Chicken Recipe |
| The market is full of hot sauces with appropriate | | | | Ingredients |
| names referring to body parts and functions. Where | | | | 2 lbs boneless chicken breasts |
| did we fit? | | | | 1 cup br onion |
| When I started New Mexico Chile Company, I wanted | | | | 2 cloves garlic |
| to provide gourmet cooking sauces and our tag line | | | | 2 tsp olive oil |
| was immediately established-Coyote Trail | | | | 16 oz Coyote Trail Green Chile Sauce |
| Sauces-Making Everyday Gourmet. I was adamant | | | | 8 oz grated cheddar cheesecilantro or parsley to |
| about the fact that every sauce had to marry well | | | | garnish |
| with food and wine. If the sauce was too hot or | | | | Optional garnish: sour cream (save for table-do not |
| overpowering it wouldn't compliment food. Now, here I | | | | cook), sliced black olives,nchopped roma tomatoes |
| was branching off into the hot sauce business. Very | | | | In a large skillet Saute chicken, Chop onion & garlic, |
| soon, I'd have to have some intestine work done so | | | | Brown chicken, drain important. Add Coyote Trail |
| the deadline was approaching. | | | | Green Chile Sauce. Top with cheese and if needed |
| I came to my decision one day while flying to California | | | | other optional ingredients. Transfer to 350 degree |
| and appropriately enough I was reading Herb Kelleher's | | | | oven. Bake until it bubbles-about 12 minutes |
| story describing how he had started Southwest | | | | Garnish with remaining toppings. |
| Airlines. The book is titled Nuts and in this business | | | | |