Perhaps because we’re closing on winter’s end and longing to warm up in spring but it seems like everyone is talking about sriracha these days. I’ve written lots about it on VWK, with tastings of various kinds, a DIY sriracha recipe, as well as recipes using the Thai hot sauce. But it continues to gain momentum, particularly the Rooster brand made by Huy Fong in the United States. Dare I say it, yes I will, sriracha has gone mainstream.
BusinessWeek magazine ran a terrific in-depth article late last month on the remarkable success of the Rooster sriracha. The company uses no advertising, has no Twitter handle or Facebook page. The owner is Vietnamese-American David Tran. While I was happy to see an Asian-American food business article in a national publication, I noted that the sriracha was compared to other hot sauces, such as Tabasco and Cholula. Why wasn’t it compared to other kinds of Thai sriracha hot sauces? That would have been a more level playing field.