50Hertz Tingly Foods

Nope, this company has nothing to do with rental cars, but everything to do with the famously tingly and mouth numbing Sichuan peppers.

50Hertz Tingly Foods sells an array of dried peppers, pepper oil, and pepper snacks. The company is named for the number of units of frequency per second that one experiences tingling from Sichuan pepper, according to scientists at the Institute of Cognitive Neuroscience at University College London.

It was founded by Yao Zhao, a former green energy specialist at the World Bank in Washington, DC, who used his own savings to do so after becoming inspired by a pepper oil he brought back after visiting his mother in China. Last year out of thousands of entries, 50Hertz was selected as one of 14 newly established food brands by Target’s Forward Founders accelerator mentorship program.

Most people are familiar with the traditional red Sichuan peppers, which are most commonly available in Asian grocery stores. But 50Hertz also sells green Sichuan peppers, which are not an immature version but an entirely different plant. 50Hertz’s web site neatly sums up the two by comparing them to red and white wine: “Flavor-wise, the green is brighter, more aromatic, and pairs better with fish, seafood and vegetables, just like white wine, while the red is more full-bodied, woodsier and pairs better with tofu, red meat, like red wine.”

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