PuckerButt's commercial reach

The market for gustatory pain is surprisingly competitive. Zachary Crockett feels the burn.

• SOURCES:
  • Ed Currie, founder and president of the PuckerButt Pepper Company.
  • Stephanie Walker, associate professor and Extension Vegetable Specialist at New Mexico State University

• RESOURCES:
  • "Pepper X Dethrones Carolina Reaper as World’s Hottest Chili Pepper," by Sanj Atwal (Guinness World Records, 2023).
  • "The Shocking, Stupendous Rise of Superhot Chillies: ‘The Stomach Cramps Can Last for 14 Hours,’" by Tim Dowling (The Guardian, 2023).
  • "14-Year-Old Dies After Trying The Paqui ‘One Chip Challenge,’" by Bruce Y. Lee (Forbes, 2023).
  • "Beyond Neuronal Heat Sensing: Diversity of TRPV1 Heat-Capsaicin Receptor-Channel Functions," by Yaroslav M. Shuba (Frontiers in Cellular Neuroscience, 2021).
  • "Training Your Tongue to Love Spicy Food Benefits More Than Your Taste Buds," by Maddie Oatman (Mother Jones, 2019).
  • "Fire-Eaters," by Lauren Collins (The New Yorker, 2013).
  • "The Arms Race to Grow World's Hottest Pepper Goes Nuclear," by Spencer Jakab (The Wall Street Journal, 2013).

• EXTRAS:
  • "Why Do People Love Horror Movies?" by No Stupid Questions (2022).
  • Hot Ones, YouTube talk show.

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