Taking A Look At Huy Fong Foods

Introduction Huy Fong Foods is an American company founded in 1980 in Los Angeles, California (“Huy Fong Foods”, n.d). Huy Fong Foods is now headquartered is in Irwindale, California (“Huy Fong Foods”, n.d). The founder of Huy Fong Foods, David Tran, came to America in 1978 as a Vietnamese refugee (“Huy Fong Foods”, n.d). Upon moving to California, David Tran, noticed there was a lack of hot sauces that pleased his Vietnamese palate (Hammond, 2013). Because of this, he decided to make his own hot sauce. Huy Fong Foods was then started in 1980 by David Tran personally delivering his products throughout Los Angeles’ Chinatown (Hammond, 2013).

Sales and Current Market Currently, Huy Fong Foods sells over 20 million bottles of Sriracha sauce

All of Huy Fong Sriracha sauce chili peppers are grown and supplied by Underwood Family Farms located an hour north of L.A (Bloomberg). Growing a product in the United States and so close to the processing and bottling factory, not only means that Huy Fong Sriracha has the freshest hot sauce on the market, but it also means that their hot sauce will be clean and compliant with FDA regulations. Knowing where your chili peppers are coming from and that they comply with regulations is extremely important, as imported chili peppers may be contaminated with salmonella or E. Coli, due to the unsanitary practices of the import farmers. Other hot sauces, such as Tabasco and Heinz, use imported peppers in order to make their hot sauce. It is to this writer’s belief that the average American is not aware of the fact that Huy Fong Sriracha sauce is an American product. Before researching the company, I was a constant user of Huy Fong Sriracha sauce, but did not realize Hoy Fung was an American company that used American grown chili peppers. Because of this, the main objective will focus on promoting the product as an American

Right now, the packaging consists of a clear bottle, green cap, and a large rooster in the middle surrounded by Chinese text. This kind of packaging does not go well with the promotional campaign of portraying the hot sauce as an American product. Looking at the product you would have no idea that it was made in America with American grown produce. Because of this, the Chinese text should go and in place they could have “Made in America with American Produce” in large text. Since the sauce is normally dark red, they could change the green cap to a blue cap and use white for the text in order to symbolize the American colors. Product placement is another thing that needs to be altered. If you were to go to the supermarket in order to buy the hot sauce, you would have to go to the Asian section, not the condiment section. While having the hot sauce in the Asian section is a good idea, because many of Huy Fong’s customers use it for Asian food, I believe it hurts their image of an American company and it should be placed in the Asian and the condiment section. Many Americans looking for a hot sauce will never be able to try it, since they are only looking in the condiment