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Home https://server7.kproxy.com/servlet/redirect.srv/sruj/smyrwpoii/p2/ Business https://server7.kproxy.com/servlet/redirect.srv/sruj/smyrwpoii/p2/ At home of the original Sriracha sauce, Thais say cock brand is nothing about Crow About: Salt: NPR

At home of the original Sriracha sauce, Thais say cock brand is nothing about Crow About: Salt: NPR



Sriraja Panich is the brand of one of the two Sriracha sauces created by the family of Saowanit Trikityanukul. The family sold the brand of Thaitheparos, the leading Thai sauce company, in the 1

980s. The brand is trying to win in the US where Sriracha, created by the Vietnam-American David Tran, manages the Huy Fong Rooster brand.

Michael Sullivan / for NPR


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Michael Sullivan / for NPR

Sriraja Panich is the brand of one of the two Sriracha sauces created by the family of Saowanit Trikityanukul. The family sold the brand of Thaitheparos, the leading Thai sauce company, in the 1980s. The brand is trying to establish itself in the United States where Sriracha, created by the Vietnam-American David Tran, manages the Huy Fong Rooster brand.

Michael Sullivan / for NPR

Sos Sriracha. He is everywhere. Even beer and donuts. The Fire Chili paste, invented by the Vietnamese-American immigrant David Tran, conquered the American market and imagination over the past decade.

But the original Sriracha is actually Thai and comes from the seaside town of Si Racha, where most of the inhabitants live. I have not even heard of the US brand that is now being exported to Thailand.

I decided to go to the source to get some dirt on the sauce, and I sat down with the 71-year-old Saoanit Trikitanyunkul. Her grandmother makes Sriracha sauce when David Tran is still a baby in the then South Vietnam.

"If my grandmother was still alive today, she would be 127," says Saoanit, sitting in her garden in Si Racha (the preferred English spelling of the city's name) overlooking the Thai Gulf. She remembers helping her grandmother in the kitchen as an impatient 9-year-old.

"It was my job to mix all the ingredients, but I was not happy to do it, and I really did not pay attention. I'm sorry now, she says. "Because I could learn a lot."

71-year-old Saiyanit Tricityuncu recalls having helped her grandmother make the sauce from the scribe when she was a child.

Michael Sullivan / for NPR


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Saowanit Trikityanukul, 71, remembers how she helped her grandmother make Sriracha sauce when she was a child.

Michael Sullivan / for NPR

Her grandmother is believed to be the first to make and sell the sauce. But Saowanit says she really was her grandfather, Gimsua Timkrajang, who made it first. Family knowledge says he traveled a lot in business in neighboring Myanmar, Cambodia and Laos, and he noticed that they all have different sauces – sweet, salty, sour – but nothing that combined all three.

"So, my great-grandfather has an idea that he wanted to make a sauce that combines with all Thai foods, she says, very creamy and different from other sauces."

And he got it. it was easy to do it Saowanit remembers a batch that took weeks or even months to prepare

"We had to prepare the ingredients like pickled garlic, so we had to peel the garlic to make sure that, that she is good, "she says," and the chips should be completely red, and then the salt, my grandmother, would only pick the big pieces and make her boil it, then filter it and stretch it … and leave it in the sun until it dries up

The family first made the sauce for themselves and their friends, then the sister and her grandmother's brother started selling its versions in Si Racha, where the harmonious blend of chili, garlic, salt and vinegar appeal to both locals and tourists from nearby Bangkok, but the family has never patented the name. "We did not want to keep it for ourselves," she said, adding that in any case it was not much secret – the ingredients were there on both sides of the bottles. everyone to see. Soon there were dozens of imitators in Si Racha and beyond. Including, ultimately, the Srirachas terminator, David Trann's famous brand Rooster.

"He saw an opportunity and made his own business," she says. She does not envy her success, but "why should we use our name?" Champagne is a kind of drink. Sriracha is a kind of sauce. "

And the American version is very different from what is being done here, she said." I brought in half a dozen local favorites to try her with blindfolded eyes [/ bg] along with a bottle of American intruder. working on Thai versions Surprise: her two favorites were originally made by her grandmother's brothers and sisters.

Gimsua Timkrajang, shown on this undated photo, is the first to be called Sriracha's Sauce, according to his granddaughter, Si Racha, the hometown of the family in Thailand.

Michael Sullivan / for NPR


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Gimsua Timkrajang shown on this picture is not the first to make the Sriracha sauce, according to her granddaughter. The sauce gets its name from Cai Racha, the hometown of the family in Thailand.

Michael Sullivan / for NPR

I'm still impressed with the fact that he can tell a few eyes. They like the same thing. When is the Rooster brand? After a small tablespoon, she breathes a deep breath. "It's not tasty," she says, taking a sip of water. – Not mixed correctly. There is only one taste. Saowanit says that the right Sriracha sauce should be what the Thais call klom klom – hot, sour, jam and garlic, all mixed seamlessly, no one overcomes the other. The American version, she says, just brings warmth.

I test her theory in a nearby restaurant, where the crowd dug their food. They seem surprised to learn that there is an American Shrikea. Tanpatha Punsawat is the first on the spoon. "It's hot," she says carefully. "Very hot."

But is it okay, I ask?

"Everything is fine," she says politely. (Gently translated, the expression on her face was "lying.") Her companion in the dining room, Cubet Canyon, tries to follow her by searching the rooster around her in her mouth. "It's not good," he says, making a face. "When I tasted it for the first time, I wanted to stumble, too bitter, it was not klom klom ." I give him a spoon from the leading Thai brand. He smiles and gives his thumbs up. The order has been restored.

Reactions like these did not stop the importer of Super Ting Tong from bringing the Rooster brand to Thailand. And it appears on more and more tables in prestigious dining and supermarket shelves in the capital Bangkok.

"You know, this is not a success overnight, but that's ok, we're working on slow and steady progression," says Robert Bout, one of the founders of Super Ting Tong, who claims the company has imported two container loads from the Rooster brand in Thailand last year and changed – about 60,000 bottles – enough to convince the company to order more. "Super Ting Tong is the name of the language that roughly translates as" Super Crazy "in Thai. , that the idea of ​​Sriracha's import into Thailand has met some resistance

"Sometimes it collides they are some people who have very strong views about Rooster brand, they are not original Thai shriratsi, mostly kind you would expect anger – said Booth. "But given the love of spicy sauces and spicy foods in Thailand, I think there is more than enough space to include a new player on the market."

A leading Thai producer, Thaitheparos, who bought the Sriraja Panich brand from the Saowanit Trikityanukul family more than 40 years ago, knows about the slow start. She has been exporting her Sriracha to the United States for more than a decade.

"We are trying to tell people that we are the original Sriracha from Thailand," says Varaya Winyarat, Deputy Managing Director of Thaitheparos. "But when Americans try the Sriracha sauce, they first try the Vietnamese-American, so they think the taste should be like that."

She is disappointed and thinks her father, who runs the company, needs to pay more for advertising and a new distributor. "Now we only sell in Asian supermarkets, we have to go to the mainstream," she says.

"I think I should first teach them what the sauce should taste," she says, adding, "you have to educate them

She does not worry about the fact that the American Shrikea feeds on a market share here – the Thai understands the true taste, she says, almost disparaging

But she admits that David Tran's brand of Rooster has already defeated her hopes of conquering the US market But Varanya and Export Manager Paweena Kingpad say the world domination of Sriracha can still be seen due to strong sales in another global superpower Sriracha:

"China is a big market for us – the largest market, 100,000 bottles a month."

When asked why their brand so good in China, the two women are watching and smiling "Because the Asians know how to eat," says Varyya, kissing

The game, Rooster


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