Interviews

Published on January 13th, 2020 | by Darren Paltrowitz

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Chef Aarón Sánchez On Working With Cholula For National Hot Sauce Day, Future Plans & More

Hot sauce fans are known to be among the most dedicated food fanatics out there. From their ghost pepper challenges to their unbridled brand loyalty, Cholula has put its pride front-and-center by announcing that anyone willing to tattoo themselves with Cholula could win free hot sauce for life on National Hot Sauce Day, which will be taking place on Wednesday, January 22, 2020.

Part of the celebration behind the brand’s new partnership with award-winning celebrity chef Aarón Sanchez — part-owner of Daredevil Tattoo in New York City — Cholula is giving anyone with a Cholula tattoo the opportunity to win Cholula for life. The brand is teaming with Daredevil to give free tattoos on National Hot Sauce Day that would enter fans for a chance to win a lifetime supply of hot sauce.

Fans have two ways to flaunt their Cholu-love and get inked on National Hot Sauce Day:
– Outside New York City: Comment on Cholula’s post about “Cholula x Aaron Presents” on Instagram for a chance to win a trip to New York City, receive a custom Cholula tattoo and chance to win a lifetime supply of hot sauce.
– In New York City: Go to Daredevil Tattoo on January 22nd to get a free Cholula tattoo and be entered to win Cholula for life.

I had the pleasure of doing Q&A with Chef Aarón Sánchez himself about working with Cholula for National Hot Sauce Day, future plans, hobbies and more. More on Sánchez, Cholula and this very unique collaboration can be found online by visiting www.cholula.com.

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Think you’re the biggest fan of Cholula in the game? This one’s for you 😉👊 We’re turning it up with Chef Aarón Sánchez x Cholula for National Hot Sauce Day this month. Share your love of Cholula in the comments for your chance to WIN* a trip to NYC, get a free tattoo & a lifetime supply of Cholula. #CholulaInk #Contest . . . . . . . NO PURCHASE NECESSARY. Open to legal U.S. residents residing in the 50 U.S. & D.C., 18+. Commences at 12:00:00 AM ET on January 06, 2020 and will end at 11:59:59 PM ET on January 09, 2020 (the “Sweepstakes Period”). There is 1 prize available to be won consisting of trip for 2 people (the winner and his/her travel guest) to attend the Aarón Sanchez x Cholula Ink Event on January 22, 2020 in New York City, NY; 20 cases of 12×5 oz bottles of Cholula Hot Sauce products (240 bottles) and a cheque for $840.00 USD made payable to the Prize winner to purchase up to 240 bottles of 5oz Cholula Hot Sauce products at his/her leisure. The odds of winning depend on the number of eligible entries received. Limit of 1 entry per social media platform per person during the Sweepstakes Period for a maximum total of 2 entries per person. Void where prohibited. See the Aarón Sanchez x Cholula presents #CholulaInk Sweepstakes Official Rules at www.cholula.com/cholulaink for complete prize details, ARV and additional eligibility restrictions. Sponsored by: The Cholula Food Company, LLC, 1 Dock Street, Suite 600, Stamford, CT, 06902.

A post shared by Cholula Hot Sauce (@cholulahotsauce) on

When in your life did you know that you were going to be a chef?

Chef Aarón Sánchez: Initially it started from being around my mom at her namesake restaurant, Zarela’s. I would go to the restaurant and work the coat check and started really helping out when I was about ten years old. Then about 12 or 13, I gravitated towards the kitchen. It just became something I really enjoyed, and it was one of the few things I was good at. I was in need of direction and discipline as an adolescent and the kitchen was the perfect place for me because it provided structure and mentoring—something every young person needs.

How did Daredevil Tattoo’s collaboration with Cholula come about?

Chef Aarón Sánchez: I’ve been a lifelong fan, so this partnership, which will include product and recipe development, events, and content, was a match made in hot sauce heaven. To celebrate the partnership, we’re teaming up with my tattoo parlor, Daredevil Tattoo in New York City, to offer free Cholula-inspired tattoos on National Hot Sauce Day on January 22nd, which enters you for a chance to win Cholula for life.

Even more, anyone living outside the New York area, who has a Cholula tattoo, can share their love of Cholula on Cholula’s Instagram for an opportunity to be flown to New York City to hang out with me and the Daredevil crew and go home with an awesome new tattoo.

Do you remember when you first got into Cholula?

Chef Aarón Sánchez: I’ve loved Cholula since I first tased it and since then it has always been on the table at my house. It’s something I connect to fond memories, surrounded by family and good food. I’m also a Texas boy, so I think we were some of the first families to have this hot sauce in our home back in the day when it came out in the American market.

Work with Cholula aside, what are you currently working on?

Chef Aarón Sánchez: I just finished the book tour for my memoir Where I Come From; Life Lessons From A Latino Chef, but I’m sure we will be continuing to promote throughout the year. Eva Longoria has also purchased the rights to the book and is adapting it into a TV show on ABC, so I’m super-excited to be working on that. I am also working on expanding the foundation I created in 2016, the Aarón Sánchez Scholarship Fund, which is dedicated to educating and empowering aspiring chefs from the Latin community.

When not busy with work, where does your free time usually go?

Chef Aarón Sánchez: I love to go to the farmer’s market wherever I am and I like to swim if I’m at a place with a pool. I like to read and write poetry when I have time off by myself. A lot of times I like to just spend time with my family barbecuing, listening to music and dancing in the backyard.

Finally, Chef Aarón, any last words for the kids?

Chef Aarón Sánchez: Remember, fans of Cholula should come down to Daredevil Tattoo, located in Chinatown, New York City, between 12:00 PM and 10:00 PM on National Hot Sauce Day, January 22nd, and choose from the inspired tattoo designs. By getting inked, not only will fans be able to wear their hot sauce passion on their sleeve — or leg, or chest, wherever! — but each ink recipient will also be entered for a shot at a lifetime supply of Cholula.


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About the Author

is a New York resident (and Long Island native) with over 15 years of entertainment industry experience. He began working around the music business as a teenager, interning for the manager of his then-favorite band Superdrag. In the years following, he worked with a wide array of artists including OK Go, They Might Be Giants, Mike Viola, Loudness, Rachael Yamagata, and Amanda Palmer.Darren's writing has appeared in dozens of outlets including the New York Daily News, Inquisitr, The Daily Meal, The Hype Magazine, All Music Guide, Guitar World, TheStreet.com, Format Magazine, Businessweek, The Improper, the L.A. Times, and the Jewish Journal. He has been a member of the SATW and the IFWTWA organizations as a food and travel writer.Beyond being "Editor At Large" for The Hype Magazine, Darren is also the host the recently-launched "Paltrocast With Darren Paltrowitz" podcast, as co-produced with PureGrainAudio.


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