Roberto Gonzalez Barrera, Founder of GRUMA/Destroyer of Mexico's Tortilla Industry, Now Rotting In Hell

guerrerotortillas.jpg
If this is your legacy, it's a pathetic legacy, indeed

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t's amazing--scratch that. It's disturbing as hell how ill-informed the mainstream media is and how damn lazy they are, especially when it involves Mexican food. Latest example: much of the MSM yesterday and today trumpeted the fact that one Roberto Gonzalez Barrera just passed away. Most are calling him the "King of Tortillas," a moniker he gave to himself because he was the head of GRUMA, makers of MASECA corn flour, the octopus behind brands such as Mission and Guerrero tortillas, and the world's largest tortilla maker. He just died Sunday night, so expect glowing tributes to appear on NPR, blogs, and other media outlets.

Of course, none of them will report the truth: González Barrera was a pendejo who couldn't die fast enough.

As I pointed out in an article earlier this year, GRUMA is one of the most evil companies on Earth, single-handedly destroying tortilla culture by forcing their inferior products on the world. And this isn't the ramblings of a crazy anti-capitalist: the authoritative piece on Gonzalez Barrera came out in a 1996 New York Times article, with this telling graph:

"In 1990, the Commerce Department signed an accord with Mr. Gonzalez in which the rules of the market were fundamentally changed. The agreement froze the amount of corn that would be given to traditional tortilla makers and declared that all growth in the market be filled by corn flour. At the time the only producers of corn flour were the Government itself, and Maseca."

Because of this, many traditional tortilla makers went out of business, forcing their migration (whether legally or not) to the United States. Here's another line from the story:

Maseca, meanwhile, was successfully converting much of the industry from fresh corn dough to corn flour. It offered new machines and greater supplies to entice the owners of thousands of small tortilla-making shops to switch over to Maseca flour. Those who refused were punished by the Government, which sent them the worst corn and strictly limited the amount of grain the shops received. Hundreds of shops have gone out of business.

That's not business; that's tortilla genocide. Gonzalez Barrera wasn't the King of Tortillas; he was Galactus

Gonzalez Barrera was also a darling of the PRI, that corrupt bola de pendejos that kept Mexico down for so long. Tellingly, Mexico's new president, Enrique Peña Nieto, tweeted out that Gonzalez Barrera was an "extraordinary Mexican businessman." Quick guide for gabachos: anything the PRI is for, you should be against with every inch of your body.

Will the mainstream media tell the truth about Gonzalez Barrera's legacy? Are Guerrero tortillas good? May Gonzalez Barrera spend eternity being forced to eat his tortillas by Satan...

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My Voice Nation Help
27 comments
yoshikosc
yoshikosc

ALL tortillerías in Mexico use GRUMA's Maseca to make tortillas. I'm not really sure how you decided it is the worst company ever. Mexicans don't make their tortillas from fresh corn. The problem with "Mission" and the like is the conservatives, were fine with Maseca tortillas from the local tortilleria.

jamontes
jamontes

James Hall likes Star Bucks coffee with skim milk, whip cream, and chocolate sprinkles on top.

TortillaFiend
TortillaFiend

I also have to agree, Gruma, Maseca and the lot are the worst! Worst tasting, worst looking, worst smelling...ugh!

Even though this place isn't in the OC, Gustavo, you have to go to Amapola in either South L.A., Downey or Paramount. They've been around since 1961 (my abuela only goes here for corn tortillas). I won't eat any other tortilla, and they put all tortillerias to shame!

Reyningsilver
Reyningsilver

oh my God I have always hated these tortilla brands, and am very irked that small Mexican shops that "make" their own tortillas have been switching over to using this Maseca crap quickly. 

 

Before, I could drive into San Diego barrios and get piping hot, amazing yellow tortillas that you could tell were made from scratch. Now most of them are tasteless and made with Maseca, you can tell.

 

Damn this man for ruining our culinary staple just to make quick bucks. 

ageofknowledge
ageofknowledge

I have to side with Gustavo on this one. Those bland, tasteless, weird textured store bought tortillas are for the birds. Give me a fresh one off the grill any day of the week and twice on Sunday por favor.

SomeoneFindTheCat
SomeoneFindTheCat

I always wondered why store bought tortillas were so bland and tasteless and have a weird texture. I had no idea there was a Mao Tse Tung, a Stalin of Tortillas.

OC Weekly
OC Weekly

Eduardo: We aim to please! Alejandro: Gracias! James: Please take your moronic opinions to the OC Register website, where they belong. Oh, and belittling a war vet who committed suicide on our previous post? PATHETIC...

jeff506
jeff506

In Orange County, where is the best place to get an authentic corn (not corn flour) tortilla? I would love to taste the difference!

RocketJ
RocketJ

If one were to piss on his grave would it be with with a bladder full of Corona, tasteless like MASECA, or something with flavor perhaps a Bohemia? Not that I am advocating, just wondering which would be more appropriate for task at hand.  

James Hall
James Hall

WOW! gustavo glad that another Mexicano is Dead..gustavo is Jealous of 100% Mexicanos who stay in Mexico and succeed..that's why He caters to you chicano scumbags! especially you FATT ones in the OC who think their rockabilly.. Whats up with FATT chicanas in the OC with that rockabilly look? You chicanos Know nothing what goes on in Mexico! that is why your here..You may say to other Americans you do, but take a Puro Mexicanos opinion and its the Total Opposite!

James Hall
James Hall

WOW! gustavo glad that another Mexicano is Dead..gustavo is Jealous of 100% Mexicanos who stay in Mexico and succeed..that's why He caters to you chicano scumbags! especially you FATT ones in the OC who think their rockabilly.. Whats up with FATT chicanas in the OC with that rockabilly look? You chicanos Know nothing what goes on in Mexico! that is why your here..You may say to other Americans you do, but take a Puro Mexicanos opinion and its the Total Opposite!

Eduardo Santacruz
Eduardo Santacruz

was hoping you write something about this when I heard the news. galactus LOL

brianmc1975
brianmc1975

I wondered why those #Guerrero & #Mission tortillas were so crappy. Thank you for opening our eyes, once again @GustavoArellano . You sir are the "#RalphNader para los #MexicanosAmericanos!"

JBinOC
JBinOC topcommenter

We have a company like this here in the U.S., too... I believe it's called Wal-Mart

TheRefriedMexican
TheRefriedMexican

@ageofknowledge [Cuckoo clock] "Cuckoo! … cuckoo! … cuckoo!"

ageofknowledge
ageofknowledge

 @jeff506  You won't believe the difference. It's like comparing cardboard to cake. You'll have to go to the dining section and find a place that makes them fresh but it's worth it.

GustavoArellano
GustavoArellano moderator editortopcommenter

 @jeff506 Check in every Tuesday for our Tortilla Tuesday column!

GustavoArellano
GustavoArellano moderator editortopcommenter

 @JBinOC At least Wal-Mart didn't try to tinker with millennia of tradition...

yoshikosc
yoshikosc

 @GustavoArellano Based on what? I am a Mexican living in Mexico who eats tortillas everday...I'm pretty sure of what I'm talking about, 

Bill_Esparza
Bill_Esparza

@yoshikosc@GustavoArellano

"I'll be glad when you're dead you rascal you"--so the song goes.

 

A plague and curse to Gruma and Maseca. Yoshikosc--you might live in Mexico and choose to eat Maseca, but there are tortillerias all over Mexico, and in every city that do real nixtamal. You're just choosing to live like a naco, and aren't paying attention to what's happening. The Michoacan paradigm(UNESCO) is all about getting Mexico to preserve traditions. I know Americans who only eat processed foods from boxes and packages, and Mexicans that do all their shopping at Sam's Club--so what. We can do better.

 

On both sides of the border you should demand real corn. I get it HERE in LA, I get it in Mexico--you can too.

Death to the tyrants(Gruma/Maseca).

 

GustavoArellano
GustavoArellano moderator editortopcommenter

 @yoshikosc Over in Jomulquillo, Jerez, Zacatecas, where my dad is from, the gente still take their corn to the molino, who then gives them the masa to take to the tortilleria—voila, no MASECA. And that's just one place—should I go to every rancho to refute your point further?

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