Synopses & Reviews
The story of the powerful McIlhennys of Louisiana, who turned hot peppers into a Tabasco fortune
After the Civil War ended, Edmund McIlhenny, an ambitious and tenacious Louisiana businessman, found himself with few prospects. The South's economy in ruins and his millions of dollars in Confederacy currency worthless, he had no choice but to return with his wife, Mary, to her family home in Avery Island, a former sugar plantation destroyed by Union soldiers.
To McIlhenny's surprise, the hot peppers he had planted before being forced off the island had flourished. Desperate to start a new business, he chopped up the peppers, combined them with salt and vinegar, and produced the first batch of hot pepper sauce. Or so the story goes. He called the sauce Tabasco.
In this fascinating history, Jeffrey Rothfeder tells how, from a simple idea—the outgrowth of a handful of peppers planted on an isolated island on the Gulf of Mexico—a secretive family business emerged that would produce one of the best-known products in the world. In short order, McIlhenny's descendants would turn Tabasco into a gold mine and an icon of pop culture, making it as recognizable as far bigger brands such as Coca-Cola and Kleenex.
To this day, the McIlhenny Co., still run by a family of matchless characters who believe in a rigid code of family loyalty, clings to tradition and the old ways of doing business. Yet by fiercely protecting its beloved brand and refusing to sell out to big food conglomerates, this family business has run circles around its competitors, churning out annual revenues that have surpassed everyone's expectations.
A delectable and satisfying read for both Tabasco fans and business buffs, McIlhenny's Gold is the untold story of the continuing success of an eccentric, private company; a lively history of one of the most popular consumer products of all times; and an exploration of our desire to test the limits of human tolerance for fiery foods.
Review
“Rothfeder manages to tell a compelling story of single-minded product marketing, Southern social history and slavery, and the challenges endemic to all family firms.” Library Journal
Review
“From its legendary invention in the months after the Civil War, to the carefully guarded recipe and production and the tightly controlled employees town in the Louisiana swamps, Rothfeder looks at the extraordinary journey of a family from rags to riches.” History
Review
“[T]he unembellished saga of the McIlhenny clan is a tale that needs no seasoning.” Portfolio
Review
“[T]he history of Tabasco and its creators, the McIlhenny family, makes for a spicy…tale, and Jeffrey Rothfeder serves it up nicely.” BusinessWeek
Review
“These days, Tabasco is nearly as ubiquitous as butter and as quotidian as salt and pepper-and this book chronicles that progression in equal parts business story and Faulknerian family saga.” Forbes
Review
“[B]alanced and always entertaining.” Publishers Weekly
Synopsis
After the Civil War ended, Edmund McIlhenny, an ambitious and tenacious Louisiana business man, found himself with few prospects. The South's economy in ruins and his millions of dollars in Confederacy currency worthless, he had no choice but to return with his wife, Mary, to her family home in Avery Island a former sugar plantation destroyed by Union soldiers. To McIlhenny's surprise, however, the hot peppers he had planted before being forced off the Island had flourished. Desperate for money, he chopped up the peppers, combined them with salt and vinegar, and produced the first batch of hot pepper sauce. He called it Tabasco.
Former BusinessWeek editor Jeff Rothfeder tells how, from a simple idea –– the outgrowth of three peppers planted on an isolated island on the Gulf of Mexico––a secretive family business emerged that would produce one of the best–known brands in the world. In short order, McIlhenny's descendants would turn Tabasco into a gold mine, making it as ubiquitous as Coke, Kodak, and Kleenex: an icon of pop culture. The McIlhenny Company, still run by a family of matchless characters who believe in a rigid code of family loyalty, clings to tradition and the old ways of doing business.
About the Author
A former BusinessWeek editor and national editor at Bloomberg News, Jeffrey Rothfeder has written for publications such as the New York Times and the Washington Post and has appeared on 20/20, Nightline, Today, Good Morning America, and Oprah. He lives in Cortlandt Manor, New York.