It was an exhausting sell. When Taylor tired, his wife took over the job of knocking down deli doors. She has since become the editor of the Women's Culinary Network, a circle of women chefs and food writers. But cook locally, think globally. Taylor notes that the domestic market, with its broadening palette, has held a few surprises.
People are much more willing to try new things now.
We launched it in the U.S. because we needed something hotter for down there. I don't think Canada was ready for it at the time, but now it's our number-one seller up here. With umpteen awards to its credit, contracts in place with large grocery chains and suppliers, and even more international expansion expected, Dan-T's is, well, hot. But battles are still being fought, as much with the industry as with Canada's collective tastebuds. Every step of the way is test marketing.