There are many types of tortilla chips available, but not all are created equal. Most chips on the market are made with corn and cooked in seed oils. MASA offers a healthy alternative with their handmade chips, fried in beef tallow and prepared via nixtamalization, an ancient technique used by the Aztecs for centuries to enhance the healthful benefits of corn. In this episode, Jen talks with Steven Rofrano, Co-Founder and CEO of Ancient Crunch, maker of MASA chips. Steven shares how he started a company that makes tortilla chips free from preservatives and unhealthy seed oils. He also explains how MASA chips are made and emphasizes the dangers of seed oils and their impact on our health. Key Takeaways [01:20] - What MASA means. [02:56] - What inspired Steven to start a chip company. [06:21] - The beginnings of Steven's snack innovation journey. [08:30] - The digestibility and cultural significance of corn chips. [10:08] - The traditional process of making corn chips. [13:03] - Why MASA uses only organic corn for its chips. [15:19] - How seed oils impact American diets. [17:52] - The dangers of seed oils in human health. [21:29] - The taste and texture of MASA chips. [23:48] - The best frying fat for ultimate tortilla chips. Quotes [03:48] - "The chip market may seem saturated, but it's actually completely vacant because there are no good chips in the chip aisle." ~ Steven Rofrano [15:41] - "Seed oils are the single largest toxic thing people consume in the largest quantities. They are unstable in the biology of humans." ~ Steven Rofrano [22:02] - "MASA chips are thicker than your normal chip. They're much sturdier and hardier, so you can sink your teeth into them. They're very satisfying and better than any other tortilla chip you've ever had." ~ Steven Rofrano Links  Steven Rofrano MASA Chips Seed Oil Scout Connect with our host Jen on Instagram Jen on Facebook Wake Up and Read the Labels! Schedule a 15 Min Breakthrough Chat with a WURL Food Coach! Subscribe and stay in touch Apple Podcasts Spotify Google Podcasts