Good PR Averts the Sriracha Apocalypse
For L.A. cool kids, the hottest ticket in town this weekend was a tour of the Sriracha hot sauce factory in Irwindale, California, which kicked off its grinding season with an open house (and much fanfare).
There, the company’s once-reclusive and sometimes-combative CEO David Tran greeted guests amongst red, green and white balloons next to an Instagram-ready cardboard cutout of himself.
Tran didn’t just set up a party to combat his company’s recent problems stemming from a bad reputation and an insurmountable odor: he opened the doors and let the world smell his spices.
At the registration table, employees checked names on a list as a speaker blasted a playlist of Sriracha-inspired rap songs.
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