The Rise Of The Blue-Chip Tortilla Chip

Forbes Daily Briefing · Jul 11, 2026 · 6m

In 2022, hungover one morning on New Year’s trip to Miami Beach, Meta engineer Steven Rofrano saw his friend Seth Goldstein, then working in private equity, eating a bunch of “not very high-quality” tortilla chips. Rofrano, who always tried to eat healthy but never really loved the better-for-you snack foods that were available, was appalled. “It was shocking to me to find one of my friends eating this seed oil pesticide slop,” the 31-year-old Rofrano says, recalling that he went on to describe his perfect chip: no additives, no pesticides, fried in grass-fed and -finished beef tallow, and…