1 00:00:00,080 --> 00:00:03,360 Speaker 1: I love this episode. It's Frito's doritos to topos, Oh 2 00:00:03,400 --> 00:00:19,040 Speaker 1: my everything chips that should be the episode. Yes, oh my. 3 00:00:16,920 --> 00:00:20,599 Speaker 2: My name is Eva Longoria and I am Myra and 4 00:00:20,760 --> 00:00:25,360 Speaker 2: welcome to Hungry for History, a podcast that explores our 5 00:00:25,400 --> 00:00:28,120 Speaker 2: past and present through food. On every episode, we'll talk 6 00:00:28,160 --> 00:00:31,160 Speaker 2: about the history of some of our favorite dishes, ingredients, 7 00:00:31,200 --> 00:00:32,760 Speaker 2: and beverages from our culture. 8 00:00:32,880 --> 00:00:33,920 Speaker 3: So make yourself at home. 9 00:00:34,360 --> 00:00:42,000 Speaker 1: Even I'm excited, nothing makes me happier than chips. Literally. 10 00:00:42,120 --> 00:00:45,320 Speaker 1: I yeah, I'm not a doulcy person. I don't like 11 00:00:45,400 --> 00:00:47,639 Speaker 1: chocolate and cookies and candy. But give me a. 12 00:00:47,600 --> 00:00:48,400 Speaker 3: Bag of chips. 13 00:00:48,840 --> 00:00:54,160 Speaker 1: Give me a bag of chips, and you've made my day. 14 00:00:54,520 --> 00:00:58,400 Speaker 4: Yeah, you love the salty. I'm I'm the opposite. I 15 00:00:58,400 --> 00:01:00,520 Speaker 4: do love a good bag of chips. But of course, 16 00:01:00,600 --> 00:01:02,520 Speaker 4: given a cookie or a bag of chips, I will 17 00:01:02,520 --> 00:01:03,840 Speaker 4: always choose the cookie. 18 00:01:04,080 --> 00:01:04,720 Speaker 3: Bye. 19 00:01:04,720 --> 00:01:07,399 Speaker 1: Oh, I will never choose the cookie. I will never 20 00:01:07,520 --> 00:01:10,160 Speaker 1: I will always choose the bag of chip, the cup 21 00:01:10,160 --> 00:01:14,400 Speaker 1: of olives, the bag of pretzel, the sardine, the like 22 00:01:15,040 --> 00:01:18,920 Speaker 1: u oh chocolate, and yeah, give me salt any day. 23 00:01:19,280 --> 00:01:23,920 Speaker 1: Welcome back to the show. Everyone. Our thesis that latinos 24 00:01:23,959 --> 00:01:29,240 Speaker 1: are interwoven into every aspect of American culture continues from 25 00:01:29,280 --> 00:01:33,479 Speaker 1: your bags of ruffles and fritos to your jar of 26 00:01:33,560 --> 00:01:36,880 Speaker 1: peter Pan peanut butter. We are integral. 27 00:01:37,080 --> 00:01:40,160 Speaker 4: We are We have entire episodes devoted to the history 28 00:01:40,200 --> 00:01:43,000 Speaker 4: of potato and corn. We did that last season or 29 00:01:43,360 --> 00:01:46,119 Speaker 4: season one, I think, But in this episode we'll focus 30 00:01:46,240 --> 00:01:52,280 Speaker 4: on everyone's favorite snacks, chips, potato chips, and also to topos, fritos. 31 00:01:52,880 --> 00:01:55,720 Speaker 3: Eva. What do you prefer potato chips or corn chips? Oh, 32 00:01:55,880 --> 00:01:57,480 Speaker 3: that's so hard, you know. 33 00:01:58,400 --> 00:02:02,640 Speaker 1: I eat more potato chips because I like salty potatoes. 34 00:02:03,920 --> 00:02:06,400 Speaker 1: But if I'm having a fri doo pie, if you know, 35 00:02:06,480 --> 00:02:10,919 Speaker 1: you know, you know, corn chips is like is the 36 00:02:11,400 --> 00:02:12,080 Speaker 1: Holy Rail? 37 00:02:12,400 --> 00:02:14,919 Speaker 4: What's your favorite bag of chips? I love a bag 38 00:02:14,960 --> 00:02:17,000 Speaker 4: of fritos. You know what I love about fritos. So 39 00:02:17,080 --> 00:02:19,720 Speaker 4: when you look at the label, it's like corn salt 40 00:02:19,800 --> 00:02:23,880 Speaker 4: oil bag of fritos with tons of lime juice and 41 00:02:23,960 --> 00:02:25,080 Speaker 4: like Sasa Alentina. 42 00:02:25,240 --> 00:02:27,480 Speaker 1: And I'll tell you know, the great thing about eating 43 00:02:27,600 --> 00:02:30,280 Speaker 1: a bag of Fritos is licking your fingers. I know, 44 00:02:30,520 --> 00:02:33,200 Speaker 1: I know, flaming hot Cheetos gets like or Cheetos gets 45 00:02:33,400 --> 00:02:36,960 Speaker 1: gets the like finger licking stamp of approval to your fingers. 46 00:02:37,000 --> 00:02:39,640 Speaker 1: But no, I think after eating a bag of fritos 47 00:02:39,639 --> 00:02:42,840 Speaker 1: and licking your finger after every other bite. 48 00:02:42,639 --> 00:02:46,600 Speaker 4: It's so salty, it's so sad, Like heaven, where did 49 00:02:46,720 --> 00:02:48,640 Speaker 4: where did that phrase all that and a bag of 50 00:02:48,680 --> 00:02:49,480 Speaker 4: chips come from? 51 00:02:49,720 --> 00:02:50,480 Speaker 3: It's such a good thrid. 52 00:02:50,520 --> 00:02:51,280 Speaker 1: I love that saying. 53 00:02:51,520 --> 00:02:52,119 Speaker 3: I do too. 54 00:02:52,280 --> 00:02:55,080 Speaker 4: I love all food related, you know saying so that 55 00:02:55,760 --> 00:02:57,880 Speaker 4: saying all that and a bag of chips at first 56 00:02:57,880 --> 00:02:59,080 Speaker 4: surfaced in the early. 57 00:02:58,880 --> 00:03:02,600 Speaker 3: Nineties, so it's not that old. The show yo, MTV 58 00:03:02,800 --> 00:03:06,200 Speaker 3: raps the host, Oh I remember this? Do you remember 59 00:03:06,200 --> 00:03:06,600 Speaker 3: that show? 60 00:03:06,720 --> 00:03:06,960 Speaker 1: Yeah? 61 00:03:07,000 --> 00:03:10,480 Speaker 4: He mentioned it in a nineteen ninety one interview for 62 00:03:10,520 --> 00:03:13,400 Speaker 4: The Baltimore Sun, and he explained how people were upgrading 63 00:03:13,400 --> 00:03:16,240 Speaker 4: the slang all that adding with a bag of chips 64 00:03:16,280 --> 00:03:17,840 Speaker 4: as a way of saying that they have the whole 65 00:03:17,919 --> 00:03:22,120 Speaker 4: package and then some and then it hit mainstream culture 66 00:03:23,080 --> 00:03:26,079 Speaker 4: in the TV series French Prince of bel Air. 67 00:03:26,720 --> 00:03:28,480 Speaker 1: I've shifted, yeah, they said it. 68 00:03:29,320 --> 00:03:32,440 Speaker 4: Yeah, so it shifted from or it brought it from 69 00:03:32,480 --> 00:03:35,800 Speaker 4: street slang to American just mainstream pop culture. 70 00:03:36,040 --> 00:03:38,440 Speaker 3: But I'm wondering what he meant by it all that. 71 00:03:38,480 --> 00:03:40,640 Speaker 4: It's like, oh, you're everything, but then a bag of 72 00:03:40,720 --> 00:03:42,920 Speaker 4: chips is so good, it's so satisfying. 73 00:03:43,000 --> 00:03:46,840 Speaker 3: It just like, uh, yeah, you're that and throwing a 74 00:03:46,840 --> 00:03:49,760 Speaker 3: bag of chips? Who like egst? But you know what 75 00:03:49,840 --> 00:03:51,200 Speaker 3: I want to know, Here's something I. 76 00:03:51,240 --> 00:03:53,560 Speaker 1: Always wondered because I feel like this is like the 77 00:03:53,600 --> 00:03:55,920 Speaker 1: bag is a modern invention, but like when did the 78 00:03:56,040 --> 00:03:59,200 Speaker 1: chip meet the bag? Yeah, because it must have not 79 00:03:59,280 --> 00:04:01,880 Speaker 1: started in the bag, right, potatoes? 80 00:04:04,560 --> 00:04:06,320 Speaker 3: So this is what I love about this show. 81 00:04:06,600 --> 00:04:09,600 Speaker 4: Learning so many things, or even just thinking about so 82 00:04:09,640 --> 00:04:12,440 Speaker 4: many things. We did a whole episode on potatoes right 83 00:04:12,560 --> 00:04:14,920 Speaker 4: season one, I think it was so Potatoes were first 84 00:04:14,920 --> 00:04:18,799 Speaker 4: investigated in the Andes around like five hundred seven hundred BC, 85 00:04:19,480 --> 00:04:23,479 Speaker 4: and the Incas cultivated hundreds of varieties in different altitudes, 86 00:04:23,520 --> 00:04:26,840 Speaker 4: in different climates. You know, there were frozen overnight, dried 87 00:04:26,880 --> 00:04:30,360 Speaker 4: in the sun, pounded into these lightweight, long lasting food. 88 00:04:31,200 --> 00:04:37,320 Speaker 4: Potatoes arrived in North America via British and Irish colonists, 89 00:04:37,360 --> 00:04:41,160 Speaker 4: not directly from South America in the sixteen hundred thing. 90 00:04:41,680 --> 00:04:43,840 Speaker 1: That's weird. That was a long way around, so away 91 00:04:43,839 --> 00:04:48,920 Speaker 1: from South America to Europe and then to the United States. 92 00:04:48,560 --> 00:04:49,719 Speaker 3: And then to the United States. 93 00:04:49,800 --> 00:04:51,560 Speaker 4: Yeah, so it didn't get here until it get to 94 00:04:51,600 --> 00:04:53,920 Speaker 4: the United States until the sixteen hundred, so pretty late. 95 00:04:54,160 --> 00:04:57,640 Speaker 4: So the first person credited with the potato chips is 96 00:04:57,640 --> 00:05:02,000 Speaker 4: a chef named George Crumb in Saratoga County, New York. 97 00:05:02,080 --> 00:05:04,600 Speaker 4: He was this guy was He was half African American, 98 00:05:05,000 --> 00:05:08,440 Speaker 4: half Native American. And legend has it that in eighteen 99 00:05:08,520 --> 00:05:12,800 Speaker 4: fifty three, a disgruntled customer at Moon's Lake House, which 100 00:05:12,880 --> 00:05:15,520 Speaker 4: was this high end resort where he was chef at, 101 00:05:16,040 --> 00:05:20,000 Speaker 4: returned his potatoes fried potatoes. He was like, these are gross, 102 00:05:20,040 --> 00:05:24,000 Speaker 4: these are soggy, these are disgusting. So frustrated, what he 103 00:05:24,040 --> 00:05:27,920 Speaker 4: did is he cut those potatoes that were returned paper thin, 104 00:05:28,320 --> 00:05:31,600 Speaker 4: and he fried them until they were super crisp, and 105 00:05:31,640 --> 00:05:35,200 Speaker 4: he added salt to them. And so rather than be offended, 106 00:05:35,360 --> 00:05:38,920 Speaker 4: this guy was like, oh my god, this is amazing. 107 00:05:39,040 --> 00:05:42,640 Speaker 4: And the Saratoga Chip, which was the early name for 108 00:05:42,680 --> 00:05:46,760 Speaker 4: the potato chip, was born, and so they became Itsn't 109 00:05:46,760 --> 00:05:49,960 Speaker 4: it cool? They became the signature dish. They spread across 110 00:05:49,960 --> 00:05:52,760 Speaker 4: the country, and then he went on to open his 111 00:05:52,800 --> 00:05:56,760 Speaker 4: own restaurant, and he became a local celebrity. And today 112 00:05:56,839 --> 00:05:59,680 Speaker 4: Americans eed billions of pounded potato chips each year. 113 00:06:00,000 --> 00:06:02,880 Speaker 1: This is crazy because he was black and Native American 114 00:06:03,360 --> 00:06:05,400 Speaker 1: in eighteen fifties. 115 00:06:06,080 --> 00:06:08,480 Speaker 3: In the eighteen fifties, and the. 116 00:06:08,480 --> 00:06:12,599 Speaker 1: Civil War was eighteen six eighteen sixties. Yeah, this is 117 00:06:12,760 --> 00:06:16,279 Speaker 1: crazy that some a person of color at a high 118 00:06:16,400 --> 00:06:19,760 Speaker 1: end restaurant and by the way, not only African African American, 119 00:06:19,800 --> 00:06:23,600 Speaker 1: but also Native American, I know. And he had the 120 00:06:23,640 --> 00:06:27,080 Speaker 1: access and the ability to create one of the most 121 00:06:27,320 --> 00:06:32,080 Speaker 1: iconic billion dollar industries we know today, like Bravo, George Bravo. 122 00:06:32,680 --> 00:06:36,400 Speaker 4: But at the same time, he never patented it. He 123 00:06:36,440 --> 00:06:39,560 Speaker 4: didn't package it, he didn't mass produce the chip. This 124 00:06:39,720 --> 00:06:43,159 Speaker 4: is just something that he did. So he didn't. He 125 00:06:43,200 --> 00:06:45,920 Speaker 4: should have been you know, he should have made billions 126 00:06:45,920 --> 00:06:47,960 Speaker 4: of dollars, you know him his family could have had 127 00:06:48,000 --> 00:06:49,359 Speaker 4: generation all the wealth. 128 00:06:49,880 --> 00:06:50,800 Speaker 1: No, but they didn't. 129 00:06:51,200 --> 00:06:53,239 Speaker 3: He didn't, so he didn't know that he didn't. 130 00:06:53,480 --> 00:06:57,880 Speaker 1: He died never knowing the fortune that his invention would bring. 131 00:06:58,200 --> 00:07:01,799 Speaker 3: Exactly so potato chips were. 132 00:07:01,920 --> 00:07:04,760 Speaker 4: They were sold in bulk out of barrels or tins 133 00:07:04,839 --> 00:07:07,960 Speaker 4: at local grocery stores or like little mom and pop shops, 134 00:07:08,400 --> 00:07:11,320 Speaker 4: and often they were made daily and the chips at 135 00:07:11,320 --> 00:07:14,320 Speaker 4: the top of these barrels were really nice and crispy, 136 00:07:14,800 --> 00:07:17,880 Speaker 4: but the ones at the bottom often turned stale or 137 00:07:18,000 --> 00:07:18,880 Speaker 4: turned greasy. 138 00:07:19,480 --> 00:07:23,080 Speaker 1: Yeah, so then when did we start seeing chips in 139 00:07:23,120 --> 00:07:27,040 Speaker 1: a bag? Because this barrel situation does not seem sustainable. 140 00:07:29,040 --> 00:07:30,360 Speaker 3: No, I can imagine. 141 00:07:30,400 --> 00:07:33,280 Speaker 1: It's like, she's just like coffee in a barrel at bars, 142 00:07:33,360 --> 00:07:36,160 Speaker 1: you know, you're like, oh, on Friday, you're having Monday's coffee. 143 00:07:36,200 --> 00:07:37,560 Speaker 1: At the bottom of the barrel. 144 00:07:37,480 --> 00:07:38,520 Speaker 3: It's just like burnt. 145 00:07:38,880 --> 00:07:41,560 Speaker 1: The chips at the top were called crisps, and that's 146 00:07:41,560 --> 00:07:42,760 Speaker 1: what they call them in England. 147 00:07:43,000 --> 00:07:45,040 Speaker 4: Oh, then that's what they call them in England. Yeah, 148 00:07:45,080 --> 00:07:46,880 Speaker 4: they call them different there. And the ones at the 149 00:07:46,960 --> 00:07:48,880 Speaker 4: very bottom not only were they soggy and stale, but 150 00:07:48,920 --> 00:07:52,080 Speaker 4: they were just like little pieces. Right, it's not really 151 00:07:52,080 --> 00:07:55,640 Speaker 4: a chip, so the chip meets the bag. In the 152 00:07:55,720 --> 00:07:59,400 Speaker 4: nineteen twenties, this woman named Laura Scudder. She was a 153 00:07:59,480 --> 00:08:02,480 Speaker 4: trainer and later she became a lawyer and a businesswoman. 154 00:08:02,560 --> 00:08:08,080 Speaker 4: She was the first female attorney in Ukaya, California, Northern California. 155 00:08:08,440 --> 00:08:10,760 Speaker 4: So in nineteen twenty six she started her own potato 156 00:08:10,840 --> 00:08:14,200 Speaker 4: chip business. They were sold in barrels at the time, 157 00:08:14,320 --> 00:08:16,560 Speaker 4: it didn't keep them fresh, and she really wanted to 158 00:08:16,600 --> 00:08:20,680 Speaker 4: preserve this quality and this freshness and this deliciousness. So 159 00:08:20,720 --> 00:08:24,000 Speaker 4: she had discovered the advantages of wax paper to improve 160 00:08:24,040 --> 00:08:28,240 Speaker 4: potato chips packaging. So she asked her female employees to 161 00:08:28,320 --> 00:08:32,560 Speaker 4: take home sheets of wax paper and hand iron them 162 00:08:32,720 --> 00:08:36,240 Speaker 4: into little baggies so that she could start, you know, 163 00:08:36,400 --> 00:08:40,880 Speaker 4: selling chips in these little baggies, right, so to guarantee freshness, 164 00:08:40,920 --> 00:08:44,439 Speaker 4: and competitors picked up on this idea. They kept the 165 00:08:44,520 --> 00:08:48,320 Speaker 4: fresh the chips fresher, crisper, and they were easier to 166 00:08:48,440 --> 00:08:51,320 Speaker 4: sell in these individual portions, didn't. 167 00:08:51,320 --> 00:08:54,120 Speaker 1: She also began putting like dates on the bags to 168 00:08:54,600 --> 00:08:59,680 Speaker 1: just remember, you know, when when that particular potato chip 169 00:08:59,720 --> 00:09:00,840 Speaker 1: was from made. 170 00:09:01,080 --> 00:09:04,880 Speaker 4: Yes, she was the first one to show freshness date 171 00:09:05,200 --> 00:09:06,280 Speaker 4: on a food product. 172 00:09:06,640 --> 00:09:10,400 Speaker 3: This woman, Lauren West, isn't that cool? And so that's cool. 173 00:09:10,480 --> 00:09:13,040 Speaker 1: Also, like she was a nurse, a lawyer and a 174 00:09:13,040 --> 00:09:16,560 Speaker 1: businesswoman like that. Those are three careers and she was 175 00:09:16,600 --> 00:09:17,200 Speaker 1: all of them. 176 00:09:17,679 --> 00:09:19,400 Speaker 3: She was all of them. It's crazy. 177 00:09:19,480 --> 00:09:21,560 Speaker 4: So Yes, she's credited to the England inventor of the 178 00:09:21,600 --> 00:09:26,000 Speaker 4: modern snack food bag and by nineteen fifty three she 179 00:09:26,080 --> 00:09:29,840 Speaker 4: had one thousand employees and fifty percent of the potato 180 00:09:29,880 --> 00:09:30,520 Speaker 4: chip market. 181 00:09:30,880 --> 00:09:31,439 Speaker 3: No wild. 182 00:09:31,679 --> 00:09:34,960 Speaker 1: Oh, and then she sold her company in nineteen fifty seven, 183 00:09:35,720 --> 00:09:38,480 Speaker 1: and she so she settled for less money to a 184 00:09:38,520 --> 00:09:41,120 Speaker 1: buyer in order to secure jobs for her employees. 185 00:09:42,559 --> 00:09:45,079 Speaker 4: I know, isn't that crazy? And she's still in business. 186 00:09:45,080 --> 00:09:48,040 Speaker 4: Her company's still in business today. It's gone through different owners, 187 00:09:48,120 --> 00:09:52,520 Speaker 4: but she's this rare example of a successful female entrepreneur 188 00:09:52,640 --> 00:09:54,840 Speaker 4: in the early twentieth century food industry. 189 00:09:55,080 --> 00:09:59,120 Speaker 1: Laura Scudder's marketing slogan was the noisiest chips in the world. 190 00:10:00,000 --> 00:10:04,200 Speaker 1: What is the science I guess behind the crunch? Like, 191 00:10:05,200 --> 00:10:11,480 Speaker 1: obviously potatoes are starchy and fried, but you know what 192 00:10:12,000 --> 00:10:13,520 Speaker 1: makes this perfect crunch. 193 00:10:13,720 --> 00:10:18,760 Speaker 4: When you thinly slice a potato, the water evaporates, leaving 194 00:10:18,840 --> 00:10:23,400 Speaker 4: behind this sort of starchy, porous starchy network, like a 195 00:10:23,440 --> 00:10:28,120 Speaker 4: little crispy lattice of starch. And at the same time, 196 00:10:28,240 --> 00:10:33,400 Speaker 4: by adding this into hot oil, it triggers this Maillard reaction, 197 00:10:33,559 --> 00:10:37,120 Speaker 4: which is the same browning effect that makes bread cross 198 00:10:37,240 --> 00:10:41,160 Speaker 4: or seared steak tastes so good. And it gives chips 199 00:10:41,200 --> 00:10:45,320 Speaker 4: their golden color and this kind of brittle texture. 200 00:10:45,520 --> 00:10:47,599 Speaker 3: And so when you bite into. 201 00:10:47,400 --> 00:10:51,240 Speaker 4: A chip, that noise that you're hearing is physics, right, 202 00:10:51,320 --> 00:10:55,120 Speaker 4: It's this rigid start structure and so it releases this 203 00:10:55,240 --> 00:10:58,880 Speaker 4: sort of sound waves and that's what it is. And 204 00:10:58,920 --> 00:11:02,480 Speaker 4: there have been studies that that's say that hearing the 205 00:11:02,600 --> 00:11:07,600 Speaker 4: crunch makes the chip taste fresher and more. 206 00:11:07,559 --> 00:11:13,319 Speaker 1: Enjoyable because the brain connects sound and texture and flavor 207 00:11:13,800 --> 00:11:17,720 Speaker 1: to create this like full sensory experience of the crunch. 208 00:11:18,160 --> 00:11:20,199 Speaker 3: Yeah, that makes sense. It's the same thing like when 209 00:11:20,200 --> 00:11:21,240 Speaker 3: you eat spicy food. 210 00:11:21,320 --> 00:11:24,160 Speaker 1: That's science as well, right, Like spicy is addictive and 211 00:11:24,200 --> 00:11:25,679 Speaker 1: then you're like, this is burning my mouth. 212 00:11:25,760 --> 00:11:29,640 Speaker 3: I want more. This is burning my mouth, I want more. Exactly, 213 00:11:30,040 --> 00:11:34,439 Speaker 3: that's the same. That's why who was the one? Oh 214 00:11:34,480 --> 00:11:36,560 Speaker 3: this is where the lay's slogan comes in. 215 00:11:36,640 --> 00:11:44,760 Speaker 1: Bet you can't eat just one ugambi. So guys, these 216 00:11:44,760 --> 00:11:46,280 Speaker 1: slogans are slogans. 217 00:11:46,280 --> 00:11:50,080 Speaker 3: It's science, yes, science, because I can't eat just one? 218 00:11:50,160 --> 00:11:51,080 Speaker 3: Can you eat just one? 219 00:11:51,440 --> 00:11:51,560 Speaker 1: No? 220 00:11:52,160 --> 00:11:56,480 Speaker 3: Impossible? So it's science. We're not just glatten. This is science. 221 00:11:58,640 --> 00:12:01,800 Speaker 1: So do they do they quate like a louder crunch 222 00:12:02,760 --> 00:12:04,920 Speaker 1: with higher enjoyment because I do feel like some of 223 00:12:04,960 --> 00:12:08,400 Speaker 1: the chips today are even crunchier, Like you know those 224 00:12:08,600 --> 00:12:11,520 Speaker 1: the more natural ones, or I forget the one the 225 00:12:11,600 --> 00:12:14,920 Speaker 1: kettle kettle chips. Those kettle so loud, like in my 226 00:12:15,000 --> 00:12:17,720 Speaker 1: own ear, I'm like, Jesus is so loud. 227 00:12:18,080 --> 00:12:20,480 Speaker 4: Yeah, And there's also thicker, right, the kettle chips are 228 00:12:20,520 --> 00:12:21,160 Speaker 4: much thicker. 229 00:12:21,200 --> 00:12:22,680 Speaker 3: I think maybe that's also. 230 00:12:22,640 --> 00:12:25,560 Speaker 1: I'm wondering if thicker equals crunchier equals louder. 231 00:12:25,720 --> 00:12:26,599 Speaker 3: But that's why I don't know. 232 00:12:26,640 --> 00:12:29,240 Speaker 1: If you've ever fried as a fish, you know, like 233 00:12:29,280 --> 00:12:31,360 Speaker 1: if you just do like a fried fish, if you 234 00:12:31,400 --> 00:12:34,280 Speaker 1: just put a little corn starch on the outside of 235 00:12:34,320 --> 00:12:36,839 Speaker 1: that fish, it makes it just a little crispy on 236 00:12:36,880 --> 00:12:39,600 Speaker 1: the outside, or on a chicken breast, if you're like 237 00:12:39,679 --> 00:12:41,280 Speaker 1: just brying a chicken breast, if you put a little 238 00:12:41,280 --> 00:12:44,520 Speaker 1: bit of corn starch, it gives that kind of little 239 00:12:44,559 --> 00:12:46,920 Speaker 1: crispy texture. Not a lot, but this you're saying, the 240 00:12:46,920 --> 00:12:51,720 Speaker 1: potato has that natural starch that gives it that porous texture. 241 00:12:51,840 --> 00:12:55,560 Speaker 4: Exactly exactly, and it's called they call it. Scientists call 242 00:12:55,600 --> 00:12:59,280 Speaker 4: it the bliss point. So your brain says yes before 243 00:12:59,320 --> 00:13:02,439 Speaker 4: you even think about saying no. And so this crunch, 244 00:13:02,760 --> 00:13:07,040 Speaker 4: like that spicy food, it releases these dopamines, so it's like, okay, 245 00:13:07,040 --> 00:13:08,440 Speaker 4: give me another, give me another, and all. 246 00:13:08,320 --> 00:13:09,640 Speaker 3: Of a sudden the bag is gone. 247 00:13:10,800 --> 00:13:13,880 Speaker 1: Yeah. So there's like they put salt to spark your 248 00:13:13,880 --> 00:13:17,600 Speaker 1: taste buds, fat to make it rich and comforting, and 249 00:13:17,800 --> 00:13:21,800 Speaker 1: starch that breaks down into sugar in your mouth. So 250 00:13:22,160 --> 00:13:26,720 Speaker 1: there you know this trio. It's a trio, the trio 251 00:13:26,800 --> 00:13:28,439 Speaker 1: of the Bliss Point. Yeah. 252 00:13:28,480 --> 00:13:31,040 Speaker 4: And this is the same for corn chips, right, they'd 253 00:13:31,040 --> 00:13:32,560 Speaker 4: still it has the same crunch. 254 00:13:39,280 --> 00:13:41,280 Speaker 3: So when did Laize come into the picture? 255 00:13:41,280 --> 00:13:43,480 Speaker 1: Because I grew up with Lays, Like, when did the 256 00:13:43,480 --> 00:13:48,240 Speaker 1: potato chip hit big time mainstream general market mass production. 257 00:13:48,720 --> 00:13:51,720 Speaker 4: So in the nineteen thirties and forties, this guy named 258 00:13:51,760 --> 00:13:55,319 Speaker 4: Herman Lay. He drove around the South selling chips out 259 00:13:55,320 --> 00:13:58,480 Speaker 4: of the trunk of his car, and he turned Lays 260 00:13:58,600 --> 00:14:01,439 Speaker 4: into the first nation wide potato chip brand. 261 00:14:01,559 --> 00:14:01,760 Speaker 5: Wow. 262 00:14:01,800 --> 00:14:04,320 Speaker 4: And at the same time, this is the thirties and forties, right, 263 00:14:04,360 --> 00:14:07,480 Speaker 4: this is a little after the Great Depression, we start 264 00:14:07,480 --> 00:14:12,240 Speaker 4: seeing supermarkets in the US. It's the beginning of America's 265 00:14:12,320 --> 00:14:17,000 Speaker 4: car culture, and so car culture created this demand for 266 00:14:17,200 --> 00:14:21,920 Speaker 4: packaged portable snacks, and so chips became a staple. And 267 00:14:21,960 --> 00:14:25,840 Speaker 4: then by the sixties and seventies we start seeing the 268 00:14:25,880 --> 00:14:29,360 Speaker 4: flavored chip craze, and in the seventies and eighties they 269 00:14:29,360 --> 00:14:32,880 Speaker 4: were like in every vending machine and in kids lunchboxes. 270 00:14:33,360 --> 00:14:37,160 Speaker 4: Today it's worth tens of billions of dollars, you know, annually, 271 00:14:37,200 --> 00:14:40,120 Speaker 4: with hundreds of different flavor combinations. 272 00:14:40,440 --> 00:14:44,560 Speaker 1: I can't eat a tuna sandwich without potato chips inside 273 00:14:44,560 --> 00:14:46,800 Speaker 1: of it. And not only that, it has to be lays. 274 00:14:47,360 --> 00:14:48,440 Speaker 3: It has to be lays. 275 00:14:48,920 --> 00:14:51,760 Speaker 1: Potato chips inside my tuna sandwich. 276 00:14:52,720 --> 00:14:55,400 Speaker 4: I do love Why what is it about putting chips 277 00:14:55,480 --> 00:14:56,560 Speaker 4: inside a sandwich? 278 00:14:56,640 --> 00:14:58,840 Speaker 3: I do love that too. It just it just tastes 279 00:14:58,880 --> 00:14:59,880 Speaker 3: bout it's the crunch. 280 00:15:00,040 --> 00:15:03,800 Speaker 1: It just tastes better texture and especially again something as 281 00:15:03,800 --> 00:15:06,320 Speaker 1: soggy as tuna salad like. I just think it's the perfect, 282 00:15:06,680 --> 00:15:09,520 Speaker 1: perfect combo. But you know, as Mexicans, we grew up 283 00:15:09,520 --> 00:15:13,080 Speaker 1: with the to topo, right, the torrilla chip and corn 284 00:15:13,120 --> 00:15:16,720 Speaker 1: has obviously been a staple and Meso American civilizations for 285 00:15:16,800 --> 00:15:19,920 Speaker 1: thousands of years. But I never knew where the word 286 00:15:19,960 --> 00:15:23,200 Speaker 1: to topo comes from. Obviously, no wadl Right. 287 00:15:23,240 --> 00:15:26,360 Speaker 4: It's a It's a Nawa word, the the bochli, which 288 00:15:26,400 --> 00:15:29,920 Speaker 4: means toasted thing or thing that crunches when eaten, and 289 00:15:30,000 --> 00:15:33,200 Speaker 4: so traditionally the topos they were just toasted on on 290 00:15:33,320 --> 00:15:37,000 Speaker 4: a comal. Now we use it the topos for scooping salsa, 291 00:15:37,280 --> 00:15:40,400 Speaker 4: for scooping Ca Marle. You can't really scoop with a 292 00:15:40,440 --> 00:15:43,680 Speaker 4: potato chip, right, it needs to be something to work. 293 00:15:43,920 --> 00:15:48,240 Speaker 3: It needs to have durability. It needs durability. 294 00:15:48,360 --> 00:15:48,560 Speaker 5: Yes. 295 00:15:49,320 --> 00:15:52,920 Speaker 4: So a pioneer Mexican woman, a Mexican American woman in 296 00:15:53,040 --> 00:15:56,000 Speaker 4: li first made the to topo popular in the US. 297 00:15:56,440 --> 00:15:56,760 Speaker 1: OH. 298 00:15:57,240 --> 00:15:59,520 Speaker 3: Her name was Rebecca Webb Caran Sash. 299 00:15:59,560 --> 00:16:02,280 Speaker 4: She was born born in Durango, Mexico, and her family 300 00:16:02,320 --> 00:16:05,400 Speaker 4: fled to al Pasco during the Mexican Revolution and eventually 301 00:16:05,440 --> 00:16:09,640 Speaker 4: settled in Los Angeles. And then by the nineteen forty 302 00:16:09,840 --> 00:16:12,920 Speaker 4: she and her husband were running a thirtiya factory, Tarape 303 00:16:13,040 --> 00:16:17,240 Speaker 4: thirtilla factory, and they had just installed this new machine 304 00:16:17,240 --> 00:16:20,080 Speaker 4: that cranked out tortillas and bulk, but it produced a 305 00:16:20,080 --> 00:16:24,040 Speaker 4: lot of just misshapen or broken thirty yeas, and so 306 00:16:24,080 --> 00:16:27,520 Speaker 4: she ended up cutting these broken thirtias into little triangles, 307 00:16:27,680 --> 00:16:29,240 Speaker 4: frying them and adding salt. 308 00:16:29,520 --> 00:16:31,280 Speaker 3: And this is something she didn't invent this. 309 00:16:31,320 --> 00:16:33,320 Speaker 1: Right, people have been doing this forever, Like I know 310 00:16:33,440 --> 00:16:35,200 Speaker 1: at all, I was like, wait, it wasn't until the 311 00:16:35,240 --> 00:16:37,600 Speaker 1: nineteen forties. No, it had to be before this. But 312 00:16:37,680 --> 00:16:39,520 Speaker 1: she was one of the first to what like bag 313 00:16:39,560 --> 00:16:41,120 Speaker 1: them and sellem exactly. 314 00:16:41,200 --> 00:16:42,760 Speaker 3: She was the first to bag them and sell them 315 00:16:42,760 --> 00:16:43,280 Speaker 3: in the US. 316 00:16:43,440 --> 00:16:47,200 Speaker 4: But she would sell them as torteships for ten cents 317 00:16:47,200 --> 00:16:49,920 Speaker 4: a bag, and she sold them at the thirtilla factory. 318 00:16:49,960 --> 00:16:52,360 Speaker 4: So she didn't invent it, but she's considered the first 319 00:16:52,360 --> 00:16:55,960 Speaker 4: to commercially produce it as a practical way to combat 320 00:16:55,960 --> 00:16:58,640 Speaker 4: food waste and to make extra money from these scraps. 321 00:16:58,800 --> 00:17:01,080 Speaker 1: Let me tell you something. This is so Mexican because 322 00:17:01,120 --> 00:17:03,680 Speaker 1: my aunt she would use the entire chicken. She would 323 00:17:03,680 --> 00:17:07,399 Speaker 1: make one chicken last the whole week, all the way 324 00:17:07,400 --> 00:17:09,600 Speaker 1: in too, like using the bones for the cardo and 325 00:17:09,640 --> 00:17:10,960 Speaker 1: the guts for something. 326 00:17:10,680 --> 00:17:13,760 Speaker 3: Else, and the feet for flavorings of I mean. 327 00:17:13,760 --> 00:17:16,600 Speaker 1: Like, yeah, we're not nothing those two waste in a 328 00:17:16,720 --> 00:17:18,520 Speaker 1: Mexican household. 329 00:17:18,280 --> 00:17:20,560 Speaker 4: Nothing goes to it, and you can make a feast 330 00:17:20,560 --> 00:17:21,480 Speaker 4: out of anything. 331 00:17:21,640 --> 00:17:24,280 Speaker 3: And there's also enough food for everybody. Stead a little 332 00:17:24,280 --> 00:17:25,359 Speaker 3: more water, a little more. 333 00:17:25,200 --> 00:17:27,280 Speaker 1: Cardo, yeah, stuff, yeah, a little more. 334 00:17:27,320 --> 00:17:29,720 Speaker 3: Stretch it out, stretch stretch it out. 335 00:17:29,920 --> 00:17:35,040 Speaker 1: So what is the difference between tortilla chips and corn chips, 336 00:17:35,080 --> 00:17:38,760 Speaker 1: because technically torthia chips are corn chips. 337 00:17:38,760 --> 00:17:41,800 Speaker 4: So there's different there's the tortilla chip, the to too 338 00:17:42,040 --> 00:17:45,440 Speaker 4: that's made from massa. Right, they're thinner, they're sometimes big, 339 00:17:45,480 --> 00:17:46,919 Speaker 4: they're usually triangular. 340 00:17:47,560 --> 00:17:49,200 Speaker 3: And then there's the corn. 341 00:17:48,960 --> 00:17:54,399 Speaker 4: Chips, like the fritos that aren't made from nixtamalized you know, 342 00:17:54,480 --> 00:17:57,800 Speaker 4: corner massa that it's made from ground corn meal, So 343 00:17:57,840 --> 00:18:01,399 Speaker 4: they're thicker, they're crunchier, and they're usually fried, and they're 344 00:18:01,520 --> 00:18:04,359 Speaker 4: heavily salted. Because so topos can be fried or baked. 345 00:18:04,480 --> 00:18:06,439 Speaker 4: Corn chips you know, are fried. 346 00:18:06,720 --> 00:18:09,919 Speaker 1: That's what makes them like pop and snap in your mouth. 347 00:18:09,760 --> 00:18:11,320 Speaker 3: And then licking your fingers. 348 00:18:11,480 --> 00:18:16,520 Speaker 1: Saltiness and why why are corn chips ors? But like 349 00:18:16,560 --> 00:18:21,160 Speaker 1: why why are corn meal based fried snacks so strong 350 00:18:21,240 --> 00:18:23,000 Speaker 1: with just Mexican America communities? 351 00:18:23,040 --> 00:18:25,639 Speaker 3: Why wouldn't everybody eat these? I know? 352 00:18:25,800 --> 00:18:30,240 Speaker 4: Well, the interesting thing free the freedo friito means fried. 353 00:18:30,320 --> 00:18:33,600 Speaker 4: Something that's friito is something that's fried. Right, This is 354 00:18:33,640 --> 00:18:37,520 Speaker 4: where kind of frido's enters the picture. So this is 355 00:18:37,640 --> 00:18:42,320 Speaker 4: in nineteen thirty two in San Antonio, this man named 356 00:18:42,400 --> 00:18:44,040 Speaker 4: Charles elm All. 357 00:18:43,840 --> 00:18:46,080 Speaker 1: Good things come from San Antonio. 358 00:18:46,480 --> 00:18:50,679 Speaker 4: So Charles Elmer Doulan here responded to an ad in 359 00:18:50,720 --> 00:18:55,320 Speaker 4: the San Antonio Express placed by a Wahakan guy named Gustabogin, 360 00:18:55,720 --> 00:18:59,240 Speaker 4: and it listed for sale and original recipe for fried 361 00:18:59,480 --> 00:19:04,679 Speaker 4: corn chips along with this adapted potato riser that he 362 00:19:04,880 --> 00:19:08,359 Speaker 4: was using to make these fried corn chips and nineteen 363 00:19:08,720 --> 00:19:11,879 Speaker 4: retail accounts. So this is right after the Great Depression. 364 00:19:12,480 --> 00:19:16,000 Speaker 4: Doolan had sampled these chips at Algain's store and he 365 00:19:16,119 --> 00:19:19,679 Speaker 4: really really liked them, and he bought this little business 366 00:19:19,760 --> 00:19:23,080 Speaker 4: venture for one hundred dollars. He borrowed the money from 367 00:19:23,119 --> 00:19:26,080 Speaker 4: his mother, Daisy, who had sold her wedding ring in 368 00:19:26,200 --> 00:19:30,080 Speaker 4: order to get it. And Olgin he called them fritos, 369 00:19:30,119 --> 00:19:33,159 Speaker 4: little fried things, and he said there were just the 370 00:19:33,160 --> 00:19:39,640 Speaker 4: beech food of Mexico. And so Doolan started experimenting with 371 00:19:39,720 --> 00:19:44,280 Speaker 4: this recipe in the mother's kitchen. And they ran a bakery, 372 00:19:44,400 --> 00:19:47,040 Speaker 4: and they wanted to add a little smalty snack to 373 00:19:47,119 --> 00:19:49,080 Speaker 4: their line of products, just to make a little bit 374 00:19:49,160 --> 00:19:53,719 Speaker 4: more money. So they started going to the local dor 375 00:19:53,800 --> 00:19:57,880 Speaker 4: the area and buying massa and experimenting with the Massa 376 00:19:58,040 --> 00:20:02,200 Speaker 4: and then he started using corn instead, which is not 377 00:20:02,320 --> 00:20:06,760 Speaker 4: nick stimalized, and so he founded the Freedo Company in 378 00:20:06,800 --> 00:20:10,800 Speaker 4: nineteen thirty two. In nineteen thirty three he had applied 379 00:20:10,800 --> 00:20:15,280 Speaker 4: for a patent and Fredos became the original American corn 380 00:20:15,400 --> 00:20:22,159 Speaker 4: chip brand. This Mahigano sold this for one hundred dollars. 381 00:20:23,000 --> 00:20:25,440 Speaker 4: So at this, I know it makes me crazy. At 382 00:20:25,440 --> 00:20:28,600 Speaker 4: the same time, we know that Herman Ley was selling 383 00:20:28,600 --> 00:20:32,000 Speaker 4: potato chips from the trunk of his car. He ended 384 00:20:32,080 --> 00:20:37,080 Speaker 4: up finding founding the Hwla and Company, and then the 385 00:20:37,119 --> 00:20:40,280 Speaker 4: two of them were growing in parallel in between the 386 00:20:40,320 --> 00:20:44,040 Speaker 4: thirties and the fifties, one with potatoes chips, one with 387 00:20:44,200 --> 00:20:48,800 Speaker 4: corn chips. And then by the time Duelan died in 388 00:20:48,880 --> 00:20:54,359 Speaker 4: nineteen fifty nine, the sales of his fritos exceeded fifty 389 00:20:54,400 --> 00:20:58,920 Speaker 4: one million dollars. This is like twenty five years after 390 00:20:59,000 --> 00:21:01,920 Speaker 4: he bought them. And so they merged in the early 391 00:21:01,960 --> 00:21:05,720 Speaker 4: in nineteen sixty one, Lays and Frido they merged to 392 00:21:05,760 --> 00:21:08,800 Speaker 4: create the Freedo Lay Company and which was then purchased 393 00:21:08,840 --> 00:21:13,240 Speaker 4: by Pepsi Co. In nineteen sixty five, creating this snack 394 00:21:13,440 --> 00:21:16,480 Speaker 4: empire that covered potato and by the way, it man. 395 00:21:16,720 --> 00:21:21,080 Speaker 1: By the way, PepsiCo that owns Freedo Lay, which owns Lays, 396 00:21:21,480 --> 00:21:24,840 Speaker 1: also makes Flaming Hot. They own the Flaming Hot brand. 397 00:21:25,720 --> 00:21:27,840 Speaker 1: And so here's the crazy thing, because I feel like 398 00:21:27,880 --> 00:21:33,200 Speaker 1: the dorrito is in between the fritto and the to Topo. 399 00:21:34,040 --> 00:21:34,640 Speaker 1: Am I right? 400 00:21:34,760 --> 00:21:37,880 Speaker 3: Or Am I wrong? Kind of? I mean they yeah, 401 00:21:37,960 --> 00:21:39,920 Speaker 3: they are, And. 402 00:21:40,040 --> 00:21:42,720 Speaker 1: To Too had a baby and you covered it in cheese, 403 00:21:43,480 --> 00:21:47,120 Speaker 1: it would be the dorito. It would be the dorrita. 404 00:21:47,280 --> 00:21:49,359 Speaker 4: But the funny thing is, I don't know if funny 405 00:21:49,400 --> 00:21:51,960 Speaker 4: is the right word. Fascinating All of this I find 406 00:21:52,160 --> 00:21:55,880 Speaker 4: just mind blowing. But Dorritos were born in the nineteen 407 00:21:55,920 --> 00:21:59,800 Speaker 4: sixties Esque at Casa de Fritos, which was a Disneyland 408 00:21:59,800 --> 00:22:03,600 Speaker 4: restaurant run by the Friedo company. So instead of throwing 409 00:22:03,600 --> 00:22:06,520 Speaker 4: out the leftover torti yaz, the employees cut friday and 410 00:22:06,640 --> 00:22:08,400 Speaker 4: seasoned them and people loved them. 411 00:22:08,480 --> 00:22:13,120 Speaker 3: Basically this toos. But so this Fredo let. 412 00:22:13,200 --> 00:22:17,600 Speaker 4: Executive saw the potential in Narch launched doritos and the 413 00:22:17,720 --> 00:22:19,760 Speaker 4: first one didn't really. 414 00:22:19,520 --> 00:22:21,320 Speaker 3: Sell well because they were just too plain. 415 00:22:21,560 --> 00:22:25,920 Speaker 4: And then he added one faco flavored Doritos that came 416 00:22:25,960 --> 00:22:29,399 Speaker 4: out in nineteen sixty seven, and then they took off 417 00:22:29,480 --> 00:22:32,800 Speaker 4: eventually in the early seventies they did the Natcho cheese, 418 00:22:33,080 --> 00:22:36,640 Speaker 4: which is really an American classic. I love a good 419 00:22:36,680 --> 00:22:39,880 Speaker 4: dorito is live. 420 00:22:39,920 --> 00:22:44,160 Speaker 1: Cho cheese dorito, everything with line, by the way, everything 421 00:22:44,200 --> 00:22:47,879 Speaker 1: with way. Here in Mexico we have papas preparallas, and 422 00:22:47,920 --> 00:22:50,320 Speaker 1: so I just had it literally an hour ago, and 423 00:22:50,400 --> 00:22:58,080 Speaker 1: you put Worcester Sauce, Maggie Valentina, Pulemon, and that's papas preparas, 424 00:22:58,119 --> 00:23:00,560 Speaker 1: and so like it's it's potato chips with all this 425 00:23:00,600 --> 00:23:01,600 Speaker 1: stuff on top of it. 426 00:23:01,600 --> 00:23:04,560 Speaker 3: It's lovest all my savory snack in the. 427 00:23:04,680 --> 00:23:17,040 Speaker 5: World, but the sun delicious. 428 00:23:17,240 --> 00:23:19,960 Speaker 1: I love a good dorito. My son loves doritos. And 429 00:23:20,000 --> 00:23:23,320 Speaker 1: you know, in Europe the doritos different. It's called the 430 00:23:23,400 --> 00:23:26,879 Speaker 1: text Mex flavor. In Spain they don't have. It's not 431 00:23:26,880 --> 00:23:30,080 Speaker 1: called nacho cheese. It's called the text Mex flavor. So 432 00:23:30,119 --> 00:23:33,160 Speaker 1: it is kind of a cross between a taco flavor 433 00:23:33,400 --> 00:23:36,120 Speaker 1: and a nacho cheese flavor because it is it doesn't 434 00:23:36,160 --> 00:23:37,760 Speaker 1: taste like American dorito. 435 00:23:38,040 --> 00:23:38,520 Speaker 3: Interesting. 436 00:23:38,600 --> 00:23:41,520 Speaker 1: And then when did they create tostitos, Because Frido le 437 00:23:41,760 --> 00:23:44,760 Speaker 1: also invented tostitos. 438 00:23:44,200 --> 00:23:49,920 Speaker 4: Yeah, nineteen seventy eight as the quote unquote authentic Mexican 439 00:23:49,960 --> 00:23:52,560 Speaker 4: style snack for the American market. When I was in 440 00:23:52,640 --> 00:23:55,000 Speaker 4: high school, I think every day I had a bag 441 00:23:55,000 --> 00:23:56,480 Speaker 4: of the ritas concina for lunch. 442 00:23:56,800 --> 00:23:59,120 Speaker 1: Totally every day I had a bag of Every day 443 00:23:59,119 --> 00:24:00,840 Speaker 1: I had a Friedo pie. And for those of you 444 00:24:00,880 --> 00:24:03,399 Speaker 1: who don't know, a Freedo pie in Texas As you 445 00:24:03,440 --> 00:24:07,600 Speaker 1: take a little Freedo bag, you cut it sideways with scissors, 446 00:24:07,880 --> 00:24:12,800 Speaker 1: and you pour chili like meat chili inside of the 447 00:24:12,840 --> 00:24:14,880 Speaker 1: bag and top it with cheese and you just eat 448 00:24:14,880 --> 00:24:16,520 Speaker 1: it out of the bag. We would have them at 449 00:24:16,560 --> 00:24:19,440 Speaker 1: baseball games for lunch. I had a Freedom Pie for 450 00:24:19,520 --> 00:24:22,040 Speaker 1: lunch every day, fifty cents fifty cents every day. That 451 00:24:22,080 --> 00:24:23,800 Speaker 1: was my lunch Freedom Pie. 452 00:24:26,320 --> 00:24:27,680 Speaker 3: It's so Texas. 453 00:24:27,960 --> 00:24:31,280 Speaker 1: I remember there was a controversy with the Freedo Bandido, 454 00:24:31,760 --> 00:24:36,640 Speaker 1: which was this little cringy cartoon kind of mascot that 455 00:24:36,880 --> 00:24:39,639 Speaker 1: Freedom made to promote the Freedo corn chips. Like I 456 00:24:39,680 --> 00:24:41,520 Speaker 1: don't know. It was like in the sixties, late sixties. 457 00:24:41,880 --> 00:24:45,800 Speaker 4: Yeah, Mel Blanc, who voiced Bugs Bunny, he was the 458 00:24:45,840 --> 00:24:49,560 Speaker 4: Freedo Bandido and he was and he would say, I'm. 459 00:24:49,359 --> 00:24:54,600 Speaker 3: Going to steal your fritos. It's so wrong. It's like 460 00:24:54,640 --> 00:24:56,680 Speaker 3: the speedy, the speedy. 461 00:24:56,240 --> 00:24:59,600 Speaker 4: Gonzalez of advertising. 462 00:25:00,640 --> 00:25:03,640 Speaker 3: So wrong. It was horrible. It was like, this is racist, 463 00:25:03,720 --> 00:25:05,040 Speaker 3: you know, stereotype. 464 00:25:05,080 --> 00:25:08,080 Speaker 1: Well, because it was a Mexican bandit with a bandit 465 00:25:08,160 --> 00:25:11,159 Speaker 1: with a big sombrero, with a droopy mustache and a 466 00:25:11,200 --> 00:25:14,359 Speaker 1: gold tooth and pistols like and he's like, I'm in 467 00:25:14,400 --> 00:25:15,080 Speaker 1: Asterellio Friedo. 468 00:25:15,200 --> 00:25:16,200 Speaker 3: So yeah, it was like. 469 00:25:16,280 --> 00:25:19,800 Speaker 1: The depiction of it with the voice, with the slogan, 470 00:25:20,320 --> 00:25:23,800 Speaker 1: and so this obviously ruffled a lot of feathers, like 471 00:25:23,840 --> 00:25:29,920 Speaker 1: the National Mexican American Anti Defamation Committee and Image, which 472 00:25:29,960 --> 00:25:33,440 Speaker 1: was the involvement of Mexican Americans and Gainful Endeavors. They 473 00:25:33,480 --> 00:25:36,359 Speaker 1: were formed in nineteen sixty eight to come back negative 474 00:25:36,400 --> 00:25:41,639 Speaker 1: stereotypes of Mexican Americans in advertising. And so these groups 475 00:25:41,800 --> 00:25:46,280 Speaker 1: argued that the Freedo Bandito promoted negative stereotypes of Mexicans 476 00:25:46,320 --> 00:25:51,239 Speaker 1: and they promoted promoted us as untrustworthy and you know, 477 00:25:51,640 --> 00:25:56,000 Speaker 1: a cartoonish slant on our community. And so they did 478 00:25:56,040 --> 00:26:00,639 Speaker 1: retire the character under pressure. That's so good, right, nineteen 479 00:26:00,680 --> 00:26:03,520 Speaker 1: seventy one, Yeah, because yeah, you know why because because 480 00:26:03,560 --> 00:26:06,119 Speaker 1: the controversy. I remember I had I learned about this 481 00:26:06,160 --> 00:26:08,480 Speaker 1: in Chicago studies. But it was such a big win 482 00:26:08,720 --> 00:26:11,840 Speaker 1: in this moment in nineteen seventy one because the Freedom 483 00:26:11,840 --> 00:26:14,840 Speaker 1: Bandito scandal kind of is often cited as like this 484 00:26:15,000 --> 00:26:19,280 Speaker 1: key moment in history of advertising, and this was a 485 00:26:19,359 --> 00:26:24,720 Speaker 1: huge win that said activism can spark change in how 486 00:26:25,760 --> 00:26:29,600 Speaker 1: you know, we're portrayed or depicted in marketing to people. 487 00:26:29,760 --> 00:26:33,000 Speaker 1: And so I remember it being you know, like a 488 00:26:33,119 --> 00:26:37,199 Speaker 1: landmark moment for our community. I love it. 489 00:26:37,240 --> 00:26:37,639 Speaker 3: I love it. 490 00:26:37,720 --> 00:26:41,560 Speaker 4: We just need to speak out. Yes, So speaking of 491 00:26:41,600 --> 00:26:45,400 Speaker 4: Freedo l A and Pepsi Co. Didn't PepsiCo buy see 492 00:26:45,400 --> 00:26:48,200 Speaker 4: it the foods see that the foods knows they're worth. 493 00:26:48,640 --> 00:26:50,679 Speaker 1: Let me tell you something, because there was almost I 494 00:26:50,720 --> 00:26:54,080 Speaker 1: remember there's some people from our community who were like, booh, 495 00:26:54,200 --> 00:27:00,080 Speaker 1: you sold out. But the idea of you know, creating 496 00:27:00,160 --> 00:27:04,240 Speaker 1: wealth for all of these employees and all of these people, 497 00:27:04,440 --> 00:27:08,000 Speaker 1: and for a brand like from our community to be 498 00:27:08,119 --> 00:27:14,520 Speaker 1: worthy of bigger distribution, getting it, you know, into other markets, 499 00:27:14,600 --> 00:27:16,440 Speaker 1: you need a company, a bigger company to do that. 500 00:27:16,480 --> 00:27:19,040 Speaker 1: Because see at the foods is family founded, family run 501 00:27:20,040 --> 00:27:24,280 Speaker 1: since twenty fourteen. They're based in Austin and it was 502 00:27:24,280 --> 00:27:28,200 Speaker 1: founded by Verdonica Varsa and her siblings and they're from Laredo. 503 00:27:28,560 --> 00:27:33,120 Speaker 4: They're from Laredo, my hometown, A proud Laredo Pra Laredo prow. 504 00:27:33,200 --> 00:27:35,360 Speaker 1: But you know, I was introduced to them through Claudia, 505 00:27:35,480 --> 00:27:38,080 Speaker 1: our friend Claudia, who was like, oh my god, you 506 00:27:38,119 --> 00:27:40,239 Speaker 1: got to try these almond flower tortillas. And I was like, 507 00:27:40,320 --> 00:27:44,760 Speaker 1: almond flower and I read the story on the back 508 00:27:44,840 --> 00:27:47,639 Speaker 1: of the on the back of every package to this 509 00:27:47,720 --> 00:27:51,760 Speaker 1: day has their family story because siet This started because 510 00:27:51,880 --> 00:27:55,480 Speaker 1: Veronica had dietary needs. She couldn't really eat what her 511 00:27:55,520 --> 00:27:59,680 Speaker 1: family was eating, and so she wanted to enjoy Mexican food, 512 00:27:59,720 --> 00:28:03,439 Speaker 1: but she, you know, had a dietary complication. So she 513 00:28:03,560 --> 00:28:07,719 Speaker 1: started making these tortillas with almond flour and everybody loved them. 514 00:28:07,720 --> 00:28:10,720 Speaker 1: And then she started selling them locally a co op 515 00:28:11,119 --> 00:28:15,320 Speaker 1: and then people liked them. Yeah, and more people liked it. 516 00:28:15,359 --> 00:28:17,920 Speaker 1: And that I mean literally it was this is there, 517 00:28:18,040 --> 00:28:21,560 Speaker 1: like the jewel in their crown is the almond flower tortilla. 518 00:28:21,560 --> 00:28:26,280 Speaker 1: But now they have cassava tortillas. They they use avocado 519 00:28:26,320 --> 00:28:32,480 Speaker 1: oil for frying. They all of their totapos are grain free. 520 00:28:32,920 --> 00:28:35,840 Speaker 1: You know, it's just they they're really like the healthier 521 00:28:36,119 --> 00:28:40,320 Speaker 1: alternative to Mexican snacks. And now they have list like 522 00:28:40,360 --> 00:28:44,719 Speaker 1: this broad line of really our heritage inspired products. They 523 00:28:44,760 --> 00:28:47,120 Speaker 1: have their own version of the Heen. They have all 524 00:28:47,200 --> 00:28:49,520 Speaker 1: the to topos. They have a scooping to topo, their 525 00:28:49,560 --> 00:28:52,840 Speaker 1: triangle to topo, their lime totapos. They have all these 526 00:28:52,880 --> 00:28:55,760 Speaker 1: different tortillas, you know. So a bit of trivia, a 527 00:28:55,760 --> 00:28:58,160 Speaker 1: bit of trivia because when I invested in see It, 528 00:28:58,840 --> 00:29:00,720 Speaker 1: I had to go meet but they don't. And I'd 529 00:29:00,760 --> 00:29:03,600 Speaker 1: known her through through Cloudy a little bit. But when 530 00:29:03,640 --> 00:29:08,120 Speaker 1: we finally sat down to have a meeting, she was like, 531 00:29:08,560 --> 00:29:09,440 Speaker 1: You'll never believe this. 532 00:29:09,640 --> 00:29:11,680 Speaker 3: You are my cheerleading coach in Laredo. 533 00:29:12,400 --> 00:29:17,000 Speaker 1: What I was Banonica's cheerleading coach when she was in 534 00:29:17,080 --> 00:29:20,240 Speaker 1: high school. I went to Laredo and because I worked 535 00:29:20,240 --> 00:29:23,200 Speaker 1: for NCAA, which is this company, cheerleading company, and I 536 00:29:23,280 --> 00:29:25,880 Speaker 1: went taught them a routine I sent. She's like, you 537 00:29:25,960 --> 00:29:29,560 Speaker 1: sent us little good luck for the competition bags. I 538 00:29:29,600 --> 00:29:33,120 Speaker 1: was like, I did, but it sounds like me I 539 00:29:33,440 --> 00:29:36,840 Speaker 1: found that. But the fact that she remembers She's like, 540 00:29:37,360 --> 00:29:39,520 Speaker 1: I think that's my cheerleading coach when I came out 541 00:29:39,520 --> 00:29:40,360 Speaker 1: on Desperate HOUSEWBS. 542 00:29:41,360 --> 00:29:44,520 Speaker 3: That's hilarious. Oh my god, that's such a good story. 543 00:29:45,320 --> 00:29:46,400 Speaker 1: It's a small world. 544 00:29:46,440 --> 00:29:49,080 Speaker 3: That's why you're never real means bags of chips. Yeah, 545 00:29:49,120 --> 00:29:50,160 Speaker 3: you never know who. 546 00:29:50,120 --> 00:29:52,120 Speaker 1: You're going to run into in life, so be nice, 547 00:29:52,160 --> 00:29:53,960 Speaker 1: to be kind to everybody. 548 00:29:54,280 --> 00:29:55,400 Speaker 3: Be kind to everybody. 549 00:29:55,440 --> 00:29:57,760 Speaker 4: That is the number one lesson, and eat a bag 550 00:29:57,800 --> 00:30:01,080 Speaker 4: of chips. 551 00:30:02,040 --> 00:30:05,400 Speaker 1: Well, I love I loved this episode. I this episode 552 00:30:05,400 --> 00:30:08,320 Speaker 1: surprised me and I'm so excited. We did a deep 553 00:30:08,360 --> 00:30:09,600 Speaker 1: dive because the dato. 554 00:30:09,480 --> 00:30:11,240 Speaker 3: Chips, corn chips, they're not just snacks. 555 00:30:11,520 --> 00:30:14,840 Speaker 4: They're not their history, their science, their culture, and every 556 00:30:15,560 --> 00:30:17,320 Speaker 4: little crunchy bite. 557 00:30:17,040 --> 00:30:19,440 Speaker 3: Leave us a message. We love hearing from you. Thank 558 00:30:19,480 --> 00:30:21,320 Speaker 3: you for listening, Thank you for listening. 559 00:30:25,080 --> 00:30:28,240 Speaker 1: Hungry for History is a Hyphenite media production in partnership 560 00:30:28,280 --> 00:30:30,680 Speaker 1: with Iheart'smkupura podcast network. 561 00:30:30,800 --> 00:30:33,680 Speaker 4: For more of your favorite shows, visit the iHeartRadio app, 562 00:30:33,800 --> 00:30:38,440 Speaker 4: Apple Podcasts, or wherever you get your podcasts.