New business operates out of an incubator selling marinated chili peppers.
Biking through China, a married couple developed an appetite for marinated chili peppers and decided to make their own version in the United States. Their strategy? A $17,000 direct-mail campaign to 30,000 gourmet eaters. Sweet Heat Spice Co., operating in a new-business incubator in Allentown, Pa., now sells to restaurants and specialty stores as well.