The presentation that made us say “ah, so like that”
It seems that the menu of the day at the National Palace included something more than the morning gossip: a high-level government unboxing. In a movement that mixes tradition with state branding, president Claudia Sheinbaum presented us with the Wellness Tortillas, packaged with a paper that, they say, is more exclusive than a gift from a fancy boutique. The premise is simple: if it comes with a seal, it is native corn, nixtamalized and with the touch of peasant hands. Basically, the gourmet product of the basic basket, but without the Whole Foods price.
During the explanation, one can almost imagine the mood: a room full of officials trying not to look at their watches while the president showed the prototype of the packaged tortilla. The epic detail, and we say it with all the sarcasm in the world, was when he clarified that the ones he showed were not warm. Of course, because what better way to promote a food than by presenting it cold? The promise of a taco of salt remained in the air, like those projects that are announced with great fanfare and then just not.
The national survival kit: toast, tortilla chips and a lot of bureaucracy
Under the name “It’s Corn is the Root” Program, this initiative is not limited to the classic tortilla. Oh no, that would be very simple. The strategy covers a whole range of products: tostadas, tortilla chips and Comal del Bienestar tortillas. Basically, it’s the government’s attempt to create its own line of snacks, but with a touch of culinary patriotism. Each product will carry the seal “Made in Mexico with native corn”, which is like the official version of the “100% artisanal” of the fairs, but with a federal logo.
The stated objective is to support women through native corn tortillas, identified with the Food for Well-being brand. Sounds good, right? Until you start thinking about the logistics: collection, transformation, marketing… it’s like an episode of Shark Tank, but with more paperwork and fewer excited investors. The idea is to strengthen the corn value chain, from the field to your table, although we hope that it does not get stuck along the way, as happens with so many other social programs that begin with a photo and end in oblivion.
And we cannot ignore the detail of the guarantee seal. In an era where even simple water has its own brand, the government is committed to a badge that certifies the authenticity of corn. It’s the food equivalent of Twitter account verification, but for your tortillas. Will we soon see influencers reviewing these tortillas? “Today we tried the Bienestar ones, I give them an 8 for the packaging, but they lose points for not coming warm.”
At its core, this project reflects a food sovereignty strategy with a touch of marketing. It seeks to revalue local products and support small producers, which is laudable. However, in the chaotic real world, where inflation rules, the doubt persists: will these tortillas reach the tables that need them most, or will they remain in the discourse? Time, and the price of the tortilla in the store, will tell. Meanwhile, we are left with the image of the president showing a cold package, in what could be the official meme of good intentions vs. reality.
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