How to use a match to grow a pepper

These beautiful illustrations by Jason D’Aquino got me thinking about match books. What on earth is the point any more? The only places I can find that give them out are hipster clubs and quite bizarrely, hotels. The image of smoking is so bad now, that giving out a match book (and encouraging smoking) is just bad press for most places.

Which is why I was quite shocked to see them at the tasty Mexican restraint Wahaca. Until I opened one up. And then I could only marvel at the marketing/creative genius in front of me. For low and behold, it was pepper seeds not matches that treated my curiosity.

Brilliant. A take home bit of marketing, that encourages sustainability and helps bring Wahaca spice into your home. Why don’t more places think like Wahaca?