I agree with Ethel, the sweet grandma with the spicy saying on Frank’s Red Hot commercials who proclaims, “I put that shit on everything!” I agree not only because I’m a loyal Nati products guy, but I think it’s a great universal hot sauce. It’s not too sweet, not too spicy, and super tangy. It’s the key ingredient in the 1964-created Buffalo Wings at Teresa Bellisimo’s Anchor Grill. And, although it’s named after Jacob Frank, the owner of the Cincinnati-based Frank Tea & Spice Company, we can thank a modest Cajun farmer from New Iberia, Louisiana, Adam Estilette, for the amazing recipe. It’s too common that the actual inventor of a food product is buried in corporate history. I’m here to give credit where credit is due. And that credit comes largely from a phone interview I was super lucky to have lined up last week with the inventor’s great grandson, Jerome. Two exhibits at the Cincinnati Museum Center – Jewish Cincinnati and Made in Cincinnati feature Frank’s Red Hot Sauce, but neither mentioned the involvement of Estilette.
Adam (pronounced A-DAMN) Estilette was from a modest Cajun farming and trapping family in New Iberia, Louisiana, in what is known as the Bayou Teche, about a two hour drive down I-10 from New Orleans. It’s largely made up of Cajuns – descendants of the Acadian French Catholics who were forced out of Canada by the British after the War of 1812 and migrated to Louisiana. Don’t confuse the Cajuns with the Creoles of New Orleans. Jerome tells me a Cajun gumbo has no tomatoes – it’s made up of a dark flour-based roux, and never mixes seafood with meat, it’s either one or the other. A creole gumbo has a tomato base. Both use peppers and hot sauce to amp up the heat.
The area has an Old World Catholic devotion and a truly unique American-French-Acadian culture. They have a very cool Eucharistic boat procession in mid August for the Feast of the Assumption of Mary called the Fete Dieu du Teche. A boat carrying the Holy Eucharist in a monstrance (a gold, highly decorated holder) and another carrying an antique statue of Virgin Mary rides down the Bayou teche, stopping at five churches in the area. Faithful follow in their own decorated boats and stop for benediction and prayers at each port along the bayou and end with a large procession and lots of good Cajun food. At each port, young girls in First Communion like ‘wedding dresses’ and veils meet the Eucharist and Statue of Mary. Pere Noel brings the gifts to children at Christmas, and he is said to bring them on a canoe led by alligators down the bayou. And, they all have a great potwah French accent. In addition to the dark brown roux gumbo, they love a good redfish or striped bass courtbouillon, which is a spicy tomato based stew, boudin balls (like our goetta balls), and pig roasts.
The Cajuns of Acadiana also celebrate Mardi Gras in a very different way from New Orleans and Mobile, Alabama. They dress up in very specific costumes with masks and pointed hats, drinking, going from door to door asking for ingredients for the big communal gumbo, which culminates in a group race to catch a live greased chicken which will be the protein in said gumbo. One of Anthony Bourdain’s last episodes was a view into this Cajun Courir de Gras.
Adam’s family were French speaking, but landed in New Orleans in the early 1720s from the Bas Rhine region of Germany close to French speaking Alsace. So they preceded the descendants of the Acadian French by nearly a century. Johann George Stieglieder (the Germanic version of their name) landed with his wife. They quickly moved out of New Orleans to the parishes surrounding Lafayette which became hot pepper country. They Frenchified their last name to E’stilette, and five generations of the Estilettes farmed and hunted around the bayou.
In the late 1800s and early 1900s, New Iberia was the American capital of hot sauce. The king of hot sauces, the large McIlhenny’s Tobasco Sauce operations were on the family owned Avery Island just south of New Iberia. Adam, like other Cajun farmers, grew his own peppers on a small scale. Knowing there was not way he could compete with the McIlhenny operation, he knew for his own hot sauce, he’d have to use another type of pepper. He wanted to make it in the Louisiana style, which means the peppers were mashed/chopped up and fermented or ‘brewed’ as the Cajuns call it, dry with salt in oak barrels, just like sauerkraut, and then brewed again with distilled white vinegar. The high ratio of vinegar to pepper is what makes Louisiana style hot sauce. So Estilette landed on the cayenne pepper, which makes a delicious sauce.
Left to right James Crutchfield, VP of Frank’s, Frady Estilette, son of Adam, and John Frank, son of Frank’s founder Jacob Frank in the St. Martinsville, Louisiana cayenne pepper fields.
In about 1917 Jacob Frank goes down to the area of New Iberia to scout out pepper farmers and hot sauce to add to his Dove line of shelf sized spices, olives, and Jumbo brand peanut butter. He knew many thought McIllhenny’s tobasco was too hot, so he knew there was a market for a more flavorful sauce with less heat. He also knew there was a hot sauce market for the African American community now in the north that had come up from the South in the Great Migration.
He meets Adam, loves his sauce and decides to partner up with him to make Frank’s Red Hot Sauce. He builds Adam a rather large pepper brewing plant on St. Charles Street in New Iberia, and rents him lands in Crowley, Louisiana, about 40 miles west of New Iberia and nearby St. Martinsville. Conveniently, Adam and his wife and eight children live right across the street from the plant, so he employs most of his children in the operation. His oldest daughter Magna was the bookkeeper, Frady was a drier, Grady and Amilcar were pepper ‘brewers.’ It was a big operation and Adam also employed others at the plant, and hired workers to tend and harvest the peppers. Two large open vats held fermenting pepper mash in the floor of the main factory, where workers hand mixed the mash all day with wooden boat oars.
The first bottle of Frank’s Red Hot sauce came to market in 1920, and can be seen in the original 1922 photograph of the inside of the first Cincinnati Chili parlor, Empress Chili, on the counter. Franks sold spices and hot sauce to both Skyline and Empress and each ordered in different quantities so that no one would know the sacred ratios of their chili spice blends. Soon other hot sauces in the area were released. The local Bauman family released, Crystal Hot Sauce, another cayenne-based sauce, in 1923. In 1929, the local Bruce family of New Iberia, came out with Louisiana Hot Sauce – which doesn’t specify the type of red pepper it uses. As Frank’s customer based was largely around the Cincinnati-Midwest supply chain, it was largely unknown in Louisiana, and so was not really competition with the other me-too hot sauces popping up around New Iberia.
The Estilettes and their factory workers mashed and aged the peppers with salt, then again with vinegar, all in oak barrells. Then they filtered out the peppers and sent the liquid gold in oak barrels to Cincinnati, where spices were added and they were bottled at the Frank Tea and Spice plant. The Estilettes kept the concentrated pepper mash, putting it in glass mason jars. They would use a tablespoon in a pot of gumbo or in other Cajun dishes. It was so strong it would corrode the metal mason jar lids in only a few months. But there must be something to be said for capsicum and longevity. All of Adam’s eight children lived well into their 80s. His oldest daughter Magna lived to be 103.
Hot peppers die in the cold winter, so they need to be seeded every year. And during the dormant winter, after all the peppers had been processed, Jacob Frank sent parsley to the Estilettes, which they dried in the pepper plant. This was for a government contract that started during World War II.
There were about four different bottle companies who supplied the hot sauce bottles to Franks in Cincinnati. They were Owens- Illinois, Rockaway Glass, and Armstrong Glass.
Jacob Frank was also responsible for bringing the paprika pepper cultivation to America. Once he had set up Estilette with the cayenne factory for hot sauce, he co-funded a paprika drying plant in nearby Opelousas, Louisiana, in 1940. Originally Frank had looked at bringing them to New Iberia, but he thought it would be too close to the tobasco and cayenne pepper crops and cause cross pollination, making funky franken-peppers. Arthur G. Denes, representing both the Frank Spice and Tea Company of Cincinnati and the Woodson Spice Company of Toledo, Ohio, moved to Opelousas with his family and ran the plant pepper drying plant. Dried paprika spice was in great demand in the U.S. as about 6 million to 8 million pounds were imported annually from Europe. The business became known as American Paprika Pioneer Mills Inc., later called First American Paprika Mills.
When Adam died in 1961, his sons Frady and Grady took over. Grady owned a sugar mill in New Iberia and also had a great business in that industry. Grady’s son Felix Francois never came into the business and went off on his own and started the Evangeline Hot Sauce Company, which shortly went bankrupt. His other son Grady, Jr became a Catholic priest. Evangeline is a character in an old Acadian folk tale who searches far and wide to find her husband during the Acadian migration from Canada to Louisiana.
Vice President James Crutchfield and Jacob Frank’s son, John Frank, who took over as president, would visit the Estilettes a couple times a year and stay at the old Hotel Fredrick in the center of town in New Iberia. The Estilettes would put up a large dinner of gumbo, fish courtbouillon, roast a whole pig or serve large Fred Flintstone sized steaks for the visiting party, spiced up with their filtered pepper mash from the brewing of the hot sauce. John Frank Jr. so loved Grady’s wife Eulah’s cooking that he got her and the family to cook some cajun food – etouffee, gumbo, etc – in great quantities and had it shipped to New York City for the National Spice Associations’s annual meeting.
As Frady got older, transferred the running of the plant to his relative, Raymond Babac, who with his wife Eulah, ran the plant until the Frank’s sold the operation to a group of investors in 1969, who changed the name to Frank Foods. They in turn sold it in about 1974 to Durkee Foods who renamed Frank’s Hot Sauce to Durkee’s Hot sauce. But it was changed back to Frank’s when Durkee sold to McCormick’s.
Jerome and the Frank descendants still own a few acres of land together on Cypress Island. They had bought it as an investment, thinking it would be a good place for pepper cultivation. But the majority of pepper growing moved south into South America. Maybe it would be a good place for a Frank’s Red Hot Museum.
The Estilette family house across from the factory burned down about five years ago, but the original Frank’s / Estilette factory building still stands, set to become a sugar cane museum.
Today Frank’s is one of the top selling and most popular hot sauces in America, all because of a little known Catholic Cajun and a Cincinnati Jewish collaboration.