Jose 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.
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.