My bother is a proud, high ranking member of his work’s monthly “Curry Club”. They even have award ceremonies, t-shirts and your seniority is based on how many chilli badges you have.
But I think this particular pepper might be the biggest challenge they have ever faced, and now they might just get to try it. That’s right, the infamous “ghost chilli” is hitting the shelves.
The Bhut Jolokia (or Ghost Chilli) is listed by the Guinness Book of Records as being more than 401.5 times hotter than Tabasco sauce. The heat of a chilli pepper is measured in Scoville Units and the Bhut Jolokia has a reading of just over one million Scovilles at 1,001,304 SHU.
This pepper is SERIOUS BUSINESS.
“The Indian Army has used the pungent pepper’s ground seeds in smoke grenades, to be used against rioters or to flush out terrorists in confined spaces. In northeastern India, the peppers are smeared on fences as a safety precaution to keep wild elephants at bay.”
British supermarket chain Tesco says they began stocking it because of demand. Their exotic vegetable buyer Harry Jones says: ‘In the last five years there has been a huge growth in demand for hot chilli pepper peppers in the UK which is why we now stock so many different varieties. ‘There are two distinct markets – the foodie market which has grown because of our increasing love for hot and spicy dishes and the macho specialist market which is for hardcore chilli heads as they are known. ‘Initially Tesco only sold chilli peppers in areas where there were large Afro-Caribbean and Asian communities but nowadays they have become mainstream and had their popularity boosted by the increasing popularity of Asian, Thai and other oriental food .”
One of the big factors of Power Plays™ is the esteem boost you get from doing something others can’t do. It’s the same thing that drives my brother’s curry club, and it’s the reason why we are seeing such a crazy hot chilli begin to mainstream.