Tumaro's Gourmet Tortillas sells 180 million tortillas a year to 21,000 supermarkets across the country, as well as to universities and restaurants. Not bad for a company that's only 11 years old.
With sales estimated at more than $4 billion a year, the tortilla is fast approaching white bread in the U.S. Tumaro's gobbled up its corner of the industry by developing offbeat flavors for
a food that usually comes in just two varieties: corn or flour. It has tried flavors such as spinach, Indian curry, pineapple banana and Caesar salad. The tortillas are also low in fat and are kosher,
with organic ingredients to cater to health-conscious consumers.
"People kept seeing tortillas as Mexican food," says Brian Jacobs, who owns the company with his father, Herman. "We saw
it more as a bread replacement."
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