Talk about a branding opportunity.
World champion hot dog eater Joey Chestnut, of San Jose, has teamed up with a Wisconsin condiments company to create his own line of mustards.
He tweeted the news this week under his “JoeyJaws” handle, saying: “Without doubt, the best mustard around. … I might be a little biased.”
“I love mustard, and this is a real quality product I am happy to put my name behind,” said Chestnut, who reigns as the top dog after winning 10 of the last 11 Nathan’s Hot Dog Eating Contest titles at Coney Island. His 2017 record was 72 dogs and buns. He is currently ranked the No. 1 competitive eater by Major League Eating.
There are two mustards in the Joey Chestnut Select brand — a deli-style Picnic Mustard and a spicy brown Firecracker Mustard — plus a Boardwalk Coney Island Sauce.
Development of the condiments took place over a couple of years after a chance meeting between Chestnut and Silver Spring president Robert Roemer.
“We would put together a sauce, then Joey would taste it and give us feedback, then we would take his input and combine it with our thoughts and work on it some more,” Judy Christensen, a certified food scientist at Silver Spring, was quoted as saying.
Chestnut is expected to help market the line, although the mustards have yet to make their way to the Silver Spring website.
The company, founded in 1929, made its name as the world’s largest grower and maker of horseradish. In recent years, the company has also won awards (Napa Valley Mustard Festival) for its line of mustards, including its horseradish, picante, deli style and organic products.
When and where will the Chestnut condiments be sold locally? We’ll keep you posted.
And what’s next for Joey Jaws? According to the Orlando Sentinel, he’ll compete this weekend in the Dave & Buster’s World Chili Eating Challenge. His record there is 2.25 gallons of chili in six minutes.
Source:: The Mercury News – Lifestyle