Jing Gao spent a number of years courting Sichuan suppliers and retailers to supply the 18 premium components that make up her Chili Crisp sauce, the hero product of Fly By Jing, her signature line of sauces and spices that launched in 2019 and has drawn a passionate fan base. Gao, who skilled beneath legendary Chengdu chef Yu Bo, has positioned her model, Fly By Jing, as an elevated, all-natural various to the $2 bottles of chili oil that reign within the West. (Chili Crisp, in contrast, prices $15.) “Most individuals imagine that French cuisine instructions a excessive worth however Chinese cuisine doesn’t,” says Gao. “We’re making an attempt to position that worth in [Chinese] cuisine, and in flip, place a price within the tradition and folks.”
Her uncompromisingly intense flavors and daring neon branding helped the model break via final yr, as folks turned to house cooking in the course of the pandemic. The road is now carried on the Fly By Jing web site and in additional than 400 shops, plus Complete Meals, Sprouts, and Goal this fall. Fly By Jing’s tagline, “Not Conventional, However Private,” additionally nods to the journey of self-discovery that led Gao, who grew up throughout Europe and Canada with the westernized moniker Jenny, to reclaim her beginning title, Jing. Within the spirit of taking over house, an abbreviated model of Gao’s story seems on the high of every product’s label.
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