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.
-- Leslie Brokaw
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