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Have You Gone Loco?
December 2001

Ron opened his first lemonade stand when he was five years old. At about the same time he taught a young girl how to curse, for which he was rewarded by the little girl's mother with a spoonful of cayenne pepper. Sometime over the course of the next thirty years these two formative experiences collided to produce Loco, a zesty new line of beverages.

The resulting tonics are an unpredictable combination of fresh citrus juices and freshly brewed chili peppers that have been the secret ingredient of New York's at home bartenders all summer.

Ron cooked up five flavors - original lime, mango, blackberry, raspberry and watermelon - all made with fresh juices. And after travelling up and down the east coast demonstrating the power and charm of all five flavors they're finally available across the States.

I probably shouldn't mention it, but they also make you feel ... good.

Loco soda is made with a specially brewed combination of habenero, jalapeno and serrano peppers. Chili peppers are an age-old food remedy whose medicinal values have been passed down for centuries by medical sages and are mentioned in the the practices of Hippocrates and ancient Ayurveda beliefs.

Chili peppers belong to the Capsicum species. Capsaicin is the pungent compound that gives peppers their hot taste, and it is the ingredient that is believed to contain a cornucopia of healing properties. For instance, it is an effective pain reliever. Taken internally, red pepper is good for treating headaches, toothaches and backaches.

And contrary to popular belief, spicy foods do not cause ulcers, retard their healing or harm normal stomachs in any way. Hot peppers may actually help protect the stomach lining.

Chilies also promote saliva, which helps control bacteria populations in the mouth preventing tooth decay, gum disease and mouth infections. Capsaicin stimulates the salivatory glands to provide temporary relief from this condition. In addition, it reportedly lowers cholesterol, helps fight colds and flu. Plus it increases your metabolism.

In addition to chili peppers, Loco soda is made with fresh lime juice and fresh lemon juice. This provides a significant source of vitamin A or beta-carotene, a well-known anti-oxidant and vitamin C.

It's enough to make anyone go Loco.