WHY DO PEOPLE WANT TO HURT THEMSELVES?
THEMSELVES? >> Reporter: KETCHUP AND MUSTARD
IS AT EVERY DINER.
BUT IT IS HARD TO FIND A TABLE
WITHOUT ABOTTLE OF HOT SAUCE.
SOME PEOPLE LOVE THE PAIN,
OTHERS WANT NOTHING TO DO WITH
IT, BUT IT AS ABOUT HIM A
PHENOMENON
PHENOMENON PHENOMENON.
PHENOMENON. SO WHY IS THE HOT SAUCE INDUSTRY
EXPLODING AND WHY DO SOME PEOPLE
ENJOY HEAT?
ENJOY HEAT? PEOPLE COME FROM EVERYWHERE TO
TASTE THE SPICY CONCOCTIONS.
J
J J ARE PEOPLE DRAWN TO THIS?
>> PEOPLE ARE BORED AND SO YOU
ARE LIKE WOW, THIS IS AWESOME.
I LIKE THE FEELING.ARE PEOPLE DR
>> PEOPLE ARE BORED AND SO YOU
ARE LIKE WOW, THIS IS AWESOME.
I LIKE THE FEELING.
>> Reporter: HAVE YOU SEEN THE
INDUSTRY EXPLODE?
INDUSTRY EXPLODE? >> OH, YEAH.
LIKE EVERY TOWN HAS TWO OR THREE
HOT SAUCE COMPANIES.
>> Reporter: AND THAT IS ONE
THING WE KEPT HEARING.
CRAFT HOT SAUCE IS TAKING OFF.
AND AS THE COUNTRY MAKES MORE
DIVERSE, SO DOES THE FOOD WE
EAT.
EAT. AS THE DEMOGRAPHICS GROW, THE
FLAVORS BECOME MORE POPULAR.
AND NOT JUST AMONG PEOPLE WHO
GREW UP WITH THEM.
WHAT DID YOU DO?
>> THIS ISSIS WHAT I DID.
>> Reporter: AND HE IS NOT
ENTIRELY RESPONSIBLE FOR THE HOT
SAUCE BOOM, BUT HE DID PLAY A
BIG PART.
BIG PART. YOU INVENTED THIS CRAZY MESSED
UP THING.
UP THING. >> YEAH, A LITTLE THING KNOWN AS
SMOKING CAROLINA REEFER.
1 PNT 6
1 PNT 6 1.64 MILLION.
1.64 MILLION. >> Reporter: AND SO THIS IS MORE
THAN 200 TIMES HOTTER.
AND IT DOESN’T GROW NATURALLY.
ED SPENT YEARS CROSS BREEDING
THE PEPPERS.
THE PEPPERS. AND HE CAME UP WITH THE HOTTEST
PEPPER IN THE WORLD.
IT IS KIND OF A WHOLE SUBCULTURE
OF THE HOT SAUCE WORLD THAT
REVOLVES AROUND CREATING AND
EATING THE HOTTEST KNOWN TO MAN.
AND WE WITNESSED FOLKS TRYING TO
BREAK THE WORLD RECORD.
THEY HAD 60 SECONDS TO EAT AS
MANY CAROLINA REEFERS AS THEY
COULD HANDLE.
COULD HANDLE. IT WAS QUITE A SCENE.
WHY DO PEOPLE DO THIS?
>> IT IS REALLY THREE GROUPS
THAT COME HERE.
THERE ARE THOSE WHO WANT TO
PARTY.
PARTY. THEY ARE LAYING ON THE FLOOR AND
THROWING UP.
THROWING UP. AND THEN THERE IS THE PEOPLE WHO
ENJOY SPICE.
ENJOY SPICE. AND THEN THE LAST GROUP IS
REALLY PREDOMINANT, THE THRILL
SEENK
SEENK SEEKERS.
SEEKERS. THEY LOVE IT.
>> Reporter: AND SO I GUESS
SEEKING THRILLS, BUT STILL HARD
TO WRAP MY BRAIN AROUND WHY
PEOPLE WANT TO FEEL PAIN.
YOU HAVE TO BE A MASOCHIST.
>> PEOPLE SAY THAT, BUT I THINK
IT IS THE PLEASURE SIDE MORE
THAN THE PAIN.
WE’VE DONE A LOT OF RESEARCH.
THERE ARE COLORS THAT LIGHT UP
IN YOUR BRAIN.
SO THIS LIGHTS UP ON THE
PLEASURE SIDE.
PLEASURE SIDE. THE AMOUNT OF ENDORPHIN THAT
GETS RELEASED WHEN YOU EAT SUPER
HOT PEPPERS --
>> Reporter: DOPAMINE, ALMOST
LIKE A DRUG.
AND THERE IS ANOTHER GUY IN THE
HOT SAUCE WORLD THAT DESERVES
SOME CREDIT.
SOME CREDIT. WE RAN IN TO HIM AT THE EXPO
TOO.
TOO. HE HAS A SHOW ON YouTUBE THAT
GETS HORN 16MORE THAN 16 MILLION
WHO COMES UP WITH AN IDEA LIKE
THIS?
THIS? HOW DID YOU CRAFT WHAT IT IS
TODAY?
TODAY? >> WE WERE JUST TRYING TO SOLVE
A PROBLEM WHICH IS CELEBRITY
INTERVIEW SHOWS WITH BORING, HOW
DO WE MAKE THEM NOT BORING.
AND HOW DO WE TAKE THE
CELEBRITIES OUT OF THE PR DRIVEN
FLIGHT PATTERN.
FLIGHT PATTERN. WHAT IF WE INTERVIEWED THEM OVER
EXTREMELY SPICY CHICKEN WINGS.
>> JUST TORTURE THEM.
>> SGANKT
>> SGANKT >> EXACTLY.
>> EXACTLY. >> EACH WING IS COATED WITH A
SPICY HOT SAUCE.
WE WERE AT THE EXPO AND IT FELT
LIKE A CARNIVAL OR LIKE A COMIC
FESTIVAL.
FESTIVAL. WHAT IS GOING ON, WHAT WORLD DID
YOU ENTER THERE?
>> I THINK WHAT YOU ARE SEEING
IS THAT IN HOT SAWS YOU HAVE
DOING A LITTLE CRAZY.
THERE IS SOMETHING A LITTLE NUTS
ABOUT CRANKING YOUR FOOD UP.
SO YOU SEE A LOT OF EXTREME
PERSONALITIES THERE.
PERSONALITIES THERE. AND THEN I THINK THAT THE SHOW
HAS BROUGHT HOT SAUCE TO A
YOUNGER AND YOU HAD
YOUNGERIENCE
YOUNGERIENCE YOUNGER AUDIENCE.
YOUNGER AUDIENCE. >> HOW DO YOU KEEP GETTING
PEOPLE DO THIS?
>> IT IS A MYSTERY TO ME.
BUT I THINK THAT CELEBRITY IS A
THING THAT IS BY NATURE THIS
UNOBTAINABLE STATUS OR A
LIFESTYLE OR WHATEVER.
BUT NOTHING IS MORE COMMON THAN
JUST DYING ON HOT SAUCE.
EVERYBODY UNDERSTANDS WHAT THAT
IS LIKE.
IS LIKE. SO I THINK WHAT YOU ARE SEEING
IS CELEBRITIES THROUGH A
DIFFERENT LENS.
DIFFERENT LENS. SO TAKING THIS UNOBTAINABLE
LIFESTYLE AND KNOCKING THEM DOWN
A PEG.
A PEG. >> SO IT IS ALSO AN OPPORTUNITY
FOR SAUCE MAKERS WHO GET
FEATURED.
FEATURED. >> GUYS WHO DO HEARTBEAT HOT
SAUCE AND THEY WERE LIKE THAT IS
LIKE JUST A HIGH FIVE LIKE GAME
CHANGE MOMENT.
CHANGE MOMENT. AND WE KNOW THAT WE HAVE A
CERTAIN AMOUNT OF TIME WHERE WE
HAVE TO RAMP UP PROUKTSDUCTION.
AND EVERY BOTTLE WILL FLY OFF
THE SHELF.
THE SHELF. SO IT CANKCAN CHANGE YOUR COMPAN
>> AND WE SPENT A LOT OF TIME
TALKING ABOUT THE XEXTREME SIDE
OF THINGS.
OF THINGS. BUT THERE ARE ALSO APPROACHABLE
OPTIONS AROUND.
OPTIONS AROUND. >> YOU GO TO EVERY FAST FOOD
RESTAURANT, THE SPICY FRIES,
LIKE THIS IS THE -- THE HOT
SAUCE WAVE IS TOUCHING EVERYBODY
RIGHT NOW.
RIGHT NOW. >> IT IS TOUCHING EVERYBODY.
FROM LESS EXPERIENCED PALETTES
TO EXTREME EATERS.
BUT JUST IN KASCASE YOU THOUGHT
RAVE WAS OVER --
>> A WOMAN I WORKED WITH TOOK
ISLANDS FROM AN ISLAND AND IT
WAS HOTTEST THAT I HAD FROM
AROUND THE WORLD.
CARE CARECARE.
CARE CARECARE. >> SO YOU HAVE A STASH 37.