Tortilla chips and tortillas are as American as they come, even though they are, of course, of Mexican origin. Manufacturers are putting their own spin on new products to entice consumers to buy more, and also to keep the category fresh.

Over the past 15 years, Late July Snacks, the 2018 Snack Food & Wholesale Bakery "Snack Producer of the Year", has steadily grown its business to its position today as a leader in organic, non-GMO snacks, most notably its strong level of innovation in the tortilla chip category.

Americans continue to crave Mexican food—so much so that they spend billions of dollars annually at quick-service restaurants like Taco Bell and Chipotle Mexican Grill and on Mexican foods at their local grocery store.

As vice president of sales and marketing, Fernando Alvear will help grow Mi Rancho’s present in the foodservice and grocery sectors.