Market Trends Rising Star: Frontera Foods Inc.
His three lines of products offer home chefs upscale ingredients they are unlikely to find in the supermarket, allowing some of the superb tastes found in only the finest Mexican dining establishments to reach the home meal plate.
The Frontera brand name has been extended to a range of consumer products. A line of bite-sized tortilla chips was introduced this summer. Varieties include Roasted Tomato Cilantro, Stone Ground Blue, and Garlic Jalapeno and Chipotle Sesame. A quote by Bayless on the label of the Chipotle Sesame chips describes the snack as “Smoky, spicy, nutty--perfect flavors to burst against stone-ground corn.” The product is seasoned with a “Chipotle chile powder” consisting of paprika, ancho chiles, mild New Mexico chiles, garlic chips, cumin, Chipotle chiles, Mexican oregano, coriander and cloves.
“We can procure special ingredients to bring the unique flavors of these Mexican regions to a much wider audience,” says Bayless, who has an arm-length list of culinary distinctions that include Food and Wine magazine's Best New Chef of 1988 to Best American Chef: Midwest and National Chef of the Year from the James Beard Foundation, and countless awards and distinctions from national publications and culinary organizations.
Bayless also offers a high-end line of products for foodservice under the Topolo brand, distributed exclusively by Williams-Sonoma (San Francisco). The products are distributed through natural food stores, high-end grocery stores and over the Internet at www.fronterakitchens.com.
The www.fronterakitchens.com site also has information on Rick Bayless, his restaurants and his publications. It includes a tab entitled “Cooking and Entertainment” that offers advice on tools of the trade such as a tamale steamer, lime juicer and the mortar or molcajete.