Tortilla Industry

Sergio Munoz’s comments on our country’s free trade prospects with Mexico (Commentary, April 19) are commendable and encouraging, but his understanding of the nature of the tortilla business as it was 10 years ago and as it is today needs clarification.

The tortilla business in the U.S. has grown by about 25% per year over the last decade to a market size that now exceeds $1 billion per year at wholesale. This development has been fostered by the efforts of a multitude of small and middle market companies in this country. There are today more than 400 producers of tortillas nationwide, not merely a few entrepreneurs from Mexico. While many of these operations are directed by executives of Hispanic origin, they are American executives who have applied American management and marketing skills to enhance their growth.

Free trade between the U.S. and Mexico will surely benefit both nations, but the tortilla industry in this country--already strong and continuing its growth at record setting levels--will not be a major beneficiary. The tortilla industry is growing, not because tortillas are fast becoming an American mainstream food.

IRWIN I. STEINBERG, Executive Director, Tortilla Industry Assn., Sherman Oaks