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In 1867, a ruined Louisiana banker started growing peppers in his garden.
Today, the legacy of that garden stretches across 170+ countries and generates over $200 million in annual revenues.
Who's up for a story?
Today, the legacy of that garden stretches across 170+ countries and generates over $200 million in annual revenues.
Who's up for a story?
1/ Edmund McIlhenny was born in Hagerstown, Maryland in 1815.
Sometime around 1840, he moved to New Orleans, hoping to start a career in finance.
He established himself as a banker and eventually became the owner of his own bank.
By 1861, he was a very wealthy man.
Sometime around 1840, he moved to New Orleans, hoping to start a career in finance.
He established himself as a banker and eventually became the owner of his own bank.
By 1861, he was a very wealthy man.
2/ But then, the Civil War began.
McIlhenny and his wife fled to Texas during the war. When the war ended, the South descended into economic chaos. Banks collapsed.
McIlhenny was ruined.
He and his wife moved in with her parents at their home on Avery Island in Louisiana.
McIlhenny and his wife fled to Texas during the war. When the war ended, the South descended into economic chaos. Banks collapsed.
McIlhenny was ruined.
He and his wife moved in with her parents at their home on Avery Island in Louisiana.
3/ With extra time on his hands, McIlhenny took up a new hobby: gardening.
Legend has it that sometime between 1866 and 1868, he was introduced to Capsicum frutescens, the Tabasco pepper.
Noticing the seeds tasted good on his food, he began to grow his own crop of the peppers.
Legend has it that sometime between 1866 and 1868, he was introduced to Capsicum frutescens, the Tabasco pepper.
Noticing the seeds tasted good on his food, he began to grow his own crop of the peppers.
4/ With a harvest of ripe peppers coming out of the rich, fertile Avery Island soil, McIlhenny started experimenting with recipes for a pepper sauce, a popular condiment at the time.
After a lot of trial and error, he believed he had developed the perfect recipe.
After a lot of trial and error, he believed he had developed the perfect recipe.
5/ His process was a highly-laborious one.
He would mash the ripe peppers with a potato masher, mix them with local salt (Avery Island was a salt dome), age twice, blend with vinegar, strain, and decant into old cologne bottles.
And just like that, Tabasco sauce was born!
He would mash the ripe peppers with a potato masher, mix them with local salt (Avery Island was a salt dome), age twice, blend with vinegar, strain, and decant into old cologne bottles.
And just like that, Tabasco sauce was born!
6/ In 1868, McIlhenny formed a company, obtained patents on his sauce, and began selling the first batch of Tabasco brand pepper sauce.
The $1 bottles exploded in popularity around New Orleans, and by 1872 McIlhenny was forced to expand into larger markets such as New York.
The $1 bottles exploded in popularity around New Orleans, and by 1872 McIlhenny was forced to expand into larger markets such as New York.
7/ While the label warned buyers of the spice level of the sauce, funny stories of overuse did surface as its distribution expanded.
In a 1901 New York Times article, a customer was quoted as saying, "B'jocks, though, I was thunderin' nigh dead when I fust et that ketchup."
In a 1901 New York Times article, a customer was quoted as saying, "B'jocks, though, I was thunderin' nigh dead when I fust et that ketchup."
8/ Edmund McIlhenny died in 1890, but his legacy was destined to live on.
Tabasco developed a loyal, cult-like following around the United States, and then around the world.
McIlhenny's sons continued to build the company, scaling it to new heights with their marketing prowess.
Tabasco developed a loyal, cult-like following around the United States, and then around the world.
McIlhenny's sons continued to build the company, scaling it to new heights with their marketing prowess.
9/ Today, Tabasco continues to be recognized as the original hot sauce, with the company generating over $200 million in annual sales across 170+ countries.
While the peppers are grown all over the world, the bottling and processing still happens in Avery Island, Louisiana.
While the peppers are grown all over the world, the bottling and processing still happens in Avery Island, Louisiana.
10/ The McIlhenny family continues to own and operate the company to this day.
It is one of the most successful family-owned businesses in America.
So next time you throw some of that hot Tabasco pepper sauce on meal, tip a hat to Edmund McIlhenny, whose legacy lives on.
It is one of the most successful family-owned businesses in America.
So next time you throw some of that hot Tabasco pepper sauce on meal, tip a hat to Edmund McIlhenny, whose legacy lives on.
11/ I hope you enjoyed this business origin story as much as I did. If you're interested in learning more, check out this book by Jeffrey Rothfeder.
https://www.amazon.com/McIlhennys-Gold-Louisiana-Family-Tabasco/dp/0060721855
And special thanks to @RaoulGMI for the inspiration!
https://www.amazon.com/McIlhennys-Gold-Louisiana-Family-Tabasco/dp/0060721855
And special thanks to @RaoulGMI for the inspiration!
12/ And for more educational threads on finance, money, business, and economics, check out my meta-thread below. https://twitter.com/SahilBloom/status/1284583099775324161
