Tabasco Challenges Canadian Chefs to Sample the Mash on IGTV

In celebration of Tabasco’s 150th anniversary, Tabasco Foodservice Canada is sampling authentic Tabasco pepper mash (imported from Avery Island) around Canada for esteemed Canadian chefs and food service professionals to try, with stops including the 2018 Terroir Symposium in Toronto and the 2018 Culinary Federation Conference in PEI. These tastings were filmed and turned into the “Mash Moments” digital series on YouTube and IGTV.

The pepper mash is the most crucial part of Tabasco pepper sauce production process. Tabasco peppers are harvested and mashed into white oak barrels where they’re aged for up to three years before ever making it to a bottle. This pepper mash is 10x hotter than normal Tabasco and very rarely - if ever - makes its way into the mouths of people outside of Avery Island.

Tasting the Tabasco pepper mash became a right-of-passage for any Canadian chefs celebrating the sauce’s 150th anniversary, with food icons like musician-turned-chef Dennis “the” Prescott, writer/broadcaster Kat Kinsman, and winemaker-philosopher John Wurdeman having a taste.

These authentic taste-test moments were filmed and cut into a 16-episode digital series entitled “Mash Moments,” capturing the precise moment these chefs taste the unfiltered heat and fragrant flavour of pure Tabasco pepper mash. Produced by culinary content production outfit Flavour TV with digital release strategy and execution provided by LP/AD, the Mash Moments YouTube videos will take over the home page of tabascofoodservice.ca for the month of August and be distributed through the @tabascofoodservice.ca IGTV channel. This makes Tabasco the first major food brand to take advantage of Instagram’s new video platform. 

“Mash Moments” elevates the rich history and timeless formula of Tabasco’s first 150 years into the digital space, marking it as a moment of celebration and optimism for the brand’s future in Canada and the digital world.