A career transition from town planner to full-time Hot Chilli Mama wasn't something Sue Porter ever planned on doing.
With more than 30 years' experience, Ms Porter had gained a reputation in regional Victoria as an efficient and diligent town planner in the corporate world.
But the lure of chilli was too much to ignore — and she's not the only one whose pursuit of heat has led to a business opportunity.
"We always liked chillies, but once we got started, it just became so infectious and addictive," she said
Ms Porter started her business Hot Chilli Mama with her kids six years ago as a lesson in being entrepreneurial.
But soon that lesson became life.
Her passion for chilli quickly overpowered her passion for planning.
"It's become a labour of love," Ms Porter said.
Ms Porter grows 35 varieties of chillies from all over the world at her farm in regional Victoria and develops the award-winning hot sauce recipes herself.
"We're not about heat for heat's sake; we're all about balancing heat and flavour," she said.
Searching for a chilli rush
Ms Porter said in the chilli scene there were two types of chilli lovers: those who love the heat, and those that chase flavour.
She believes the heat seekers are in it for what's called the chilli rush.
"The pain receptors in your tongue send a message to your brain saying, 'Hey, something's happening here; this could be a little uncomfortable' and that's why you start to sweat," she said.
Ms Porter says the brain then pumps endorphins and dopamine into your system to help cope with the discomfort.
"You get this rush and it's a sensation of feeling really happy and satisfied ... so that's why a lot of people go for the hotter [products] because they really enjoy that chilli rush," she said.
But the rush doesn't come without danger.
The Carolina Reaper, which is currently the hottest chilli in the world and one Ms Porter grows, is about half the strength of police capsicum spray.
"You can get very, very sick from [the hot chillies] ... it stays in your skin in your fingers for about two days, so you do not muck around with them," she said.
Big business in Cajun imports
Another chilli aficionado is Peter Terrett, who started 4D flavours with his 19-year-old son.
The business imports niche barbecue and Cajun products from the United States.
One of Mr Terrett's main imports is products from Slap ya Mama, which is manufactured by a family in Louisiana.
"Whenever you cook a great meal, they say in the south it tastes so good make you want to slap your mama," he said.
"And it's a slap on the back and a kiss on the cheek thanking the cook for another great Cajun dish."
On top of chillies and Cajun cuisine, Mr Terret has also found a niche corner of the market importing liquid smoke.
Yes, liquid smoke.
"It's an essence and you use it to make food tastes smoky, so when you get hickory barbecue ribs, you can add the liquid smoke ... into the sauce."
New audience for chilli products
Meanwhile, Maria Antonie runs St Fiacres farm in Gippsland with her husband, and says it is not just adults who are chasing that chilli heat.
"Children love it and they are not afraid to challenge and even when I say to them 'Be careful, that's hot,'" Ms Antonie said.
"They don't mind [the spice] and you can see their cheeks going a little bit red in colour."
At their farm they grow cayenne, Thai, jalapeno and habanero chillies in greenhouses, to protect them from the Gippsland frost.
"Each season we try and get the hot sauce even hotter from last season, so it's a little bit of an experiment," Ms Antonie said.
