"Once you get into hot sauce it's like a drug. Your brain perceives the heat as pain, so it releases serotonin and that's why people get addicted to it. The natural painkillers follow pain with pleasure and gradually you build a tolerance to it so you need hotter and more of it in order to get the same effect. I mean, it definitely puts me in a good mood!"
— Noah Chaimberg quoted on Greenpointers.com about the opening of his specialty store Heatonist Hot Sauce Tasting Room in Brooklyn, New York. The store will offer more than 150 all-natural hot sauces from around the world. Its online store (www.heatonist.com) is developing an app to help people choose the right hot sauce for them.