La Costena has launched a major Hispanic public relations/marketing initiative called “The Spice is Right Tour.”  The tour — an entertaining, educational and recipe tasting experience — will be featured at some of the nations most popular family festivals, and is sponsored by La Costena, manufacturer of Americas number one selling jalapeno.

At each tour stop, La Costenas Spice is Right chefs will demonstrate affordable and easy solutions for satisfying everyones individual preference for spice, heat and flavor simply by selecting the right type of pepper, salsa or bean.

“People always ask us which spice is right for them and their familys individual preferences. For example, they want to know the difference between Jalapeno, Serrano and Chipotle peppers or Taquera and Ranchera salsas, and which option to use in what type of food,” explained Chef Steven Henao. “Thats why the role of the Spice is Right chefs is to educate people on how to achieve the flavorful spice level just right for them and their family. Well also show busy consumers how easy it is to spice up the ordinary – how to add the right type of peppers, beans and salsas to spice up favorite, everyday foods.”

The Spice is Right Tour will also feature recipe samplings, games, contests and prizes. Additionally, cooking videos that demonstrate easy meal solutions and a downloadable Spice is Right reference guide that charts the spice levels of different types of peppers, salsas, beans and sauces are featured online at

$100 Award for “Spicy Sport” Winner
In each city the tour visits, La Costena will award $100 to the person whose taste buds can best endure the “spicy sport” of speed eating whole jalapenos for one minute. A Chicago man who ate 22 whole La Costena pickled jalapenos in 2009 holds the record. For more information about the local speed eating competition near you, visit Competitors register to participate on-site the day of the competition.

Family Festival Stops
The Spice is Right Tour will be featured at popular family festivals in several major cities. Among them are Market Square Cinco de Mayo, San Antonio, TX; Festival de Mayo, Houston, TX; Carnaval San Francisco, San Francisco, CA; Oxnard Salsa Festival, Los Angeles, CA; Fiesta del Sol, San Diego, CA; Peachtree Latino Festival, Atlanta, GA; Viva! Chicago Latino Music Festival, Chicago, IL; Fiestas Patrias, Chicago, IL. A complete tour schedule is available online at

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