What’s This?

The colorful chili pepper you see on our Web site is an icon that has been an identifier for our newspaper for many years.

The chili graces the sides of the red newspaper racks throughout the East Valley, and it has been an icon on our Web site since its launch in September 2001. On the front page of the Classified section of the newspaper, the chili is pure red, with a green stem. It’s big and bold, symbolizing the power of the East Valley marketplace.

Why a chili? What does it mean?
The chili pepper represents a sense of place, in the Southwestern United States, where we live and work. The chili pepper is also a symbol of warmth and friendliness. People hang clusters of chili peppers as a welcome to their Southwest homes.

We use the chili pepper to imply that same warmth and welcome to our newspaper and our Web site.

Enjoy!