José and Mary Tamayo embarked on a pathway of innovation in 1977 when they opened La Tortilla Factory in Santa Rosa, CA. It was Sonoma County’s first taquería—but the Tamayos distinctively dubbed it a “Mexicatessen”—and it put the family on the map. Patrons could order burritos and tacos from the storefront deli, and in the back, they had a machine and bags of masa to produce each day’s fresh corn tortillas.