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“WANTED” brand tortilla products at Le Grand Epicerie De Paris, a high-end grocery store connected to a department store, Le Bon Marché.

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How do we define ourselves abroad? Are these chips and tortillas American because they tilt at Old-West stereotypes? Because they’re in English? Because tortilla chips are un-French?

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The layers of filtration: Mexican food, packaged as American, advertised using American stereotypes of Mexicans, to be sold to a French/European audience. 

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Pico Iyer would have a field day.

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