If there is a brand of "piparras" (chili peppers) in Ibarra that stands out among other brands, it is Zubelzu. Their piparras are the most well-known product of the company, their flagship, even though they offer other products, such as mushrooms. Their fields are oriented towards the sun, they do not use pesticides or herbicides, and the harvesting is done manually, one by one. Zubelzu chili peppers have tender flesh and thin skin, and they have the Eusko Label seal (superior quality).