Taco Bell is returning to Mexico. Fifteen years ago Taco Bell attempted to enter the Mexican market but failed. Now the company is trying a new marketing strategy. Taco Bell does not proclaim itself as “taqueria” that sells authentic Mexican tacos, rather they sell American fast-food style “tacotostadas” (folded tostadas) with french fries. Despite this item menu change the company still sells gorditas, burritos, and chapulas and has not changed its name to “Tacostostada Bell.” Many Mexico residents are offended that Taco Bell is once again running south of the border and “conquering” the “taco,” a staple of Mexican cuisine. This move represents another threat to Mexico’s food sovereignty. Mexico is unable to grow the food staples—beans, corn, and rice—because under the North American Free Trade Agreement U.S. farmers import them for cheaper prices thus undercutting homegrown prices, killing the countryside, forcing farmers out of business and migrating to the United States where they find employment in fast food outlets like Taco Bell.
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