Cultural factors also determine the tastes we find desirable. A food item’s image and the values we attach to it (such as how vegans regard beef menu items, which is not kindly) influence how we experience the actual taste. For example consumers' greater appreciation of different ethnic dishes contributes to increased desires for spicy foods, so the quest for the ultimate pepper sauce continues. More than 50 stores in the United States Supply fiery concoctions with names such as Sting and Linger, Hell in a Jar, and Religious Experience (comes in Original, Hot, and Wrath).