Gerardo Medina runs the Taquería Los Amigos, a 24-hour stand that sits at a busy intersection in an upscale neighborhood in Mexico City. With more customers from abroad eating his tacos, he began noticing similar reactions to his pico de gallo: red faces, sweat, complaints about the spiciness. So Mr. Medina, 30, got rid of the serrano peppers, leaving just tomatoes, onions and cilantro. While he still offers an avocado salsa with serrano and a red salsa with morita chiles and chiles de árbol, he wanted to provide a non-spicy option for international visitors unaccustomed to intense heat.

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Persons: Gerardo Medina, pico de, Medina, serrano, morita chiles, chiles, árbol Locations: Mexico City