SEAFIREGOURMET is creating chili sauce that isn't just about heat. The word we use a lot is "approachable" which is code for "damned good!" Everything about their sauce is incredible...the mouth-feel, the flavors, the colors. And that's why they needed something different than the average hot sauce label. It needed to speak to it's hand-crafted nature. It needed to appeal to those more interested in increasing flavor than increasing heat. We wanted to weed out people looking for an attack and find people looking for a go to sauce.