‘Tajín Is a Lifestyle An Appreciation of the Mexican Seasoning Mix

by Marie Rodriguez

You can find Tajín served along with the freshly sliced mango offered on the street in New York City on humid summer afternoons. At Dodger Stadium in Los Angeles, Tajín garnishes esquites, a Mexican snack of stewed corn, served in mini batting helmets, at the same time as the cafe Tropicales in Houston dusts its yuca fries with the chile-lime salt. Tajín coats the edges of cocktail glasses at limitless bars, and in houses, at some point of the United States, the canister emblazoned with the colors of the Mexican flag is in no way to a long way out of attaining.

Pronounced ta-HEEN, the popular Mexican product hit the US marketplace in 1993, and in many locations, it is akin to Heinz ketchup in its ubiquity and logo loyalty — a nostalgic and sizeable taste in Mexican and Mexican-American food. A pink powder that stains the flesh of oranges, mangos, cucumbers — and nearly whatever it touches — Tajín is made from dried granulated chiles (a mixture of chiles de árbol, guajillo and pasilla), dehydrated lime and salt.

“I can’t even consider a time before Tajín, or before salts flavored with lime and chile,” said Mariana Gomez Rubio, a culinary consultant primarily based in Mexico City.

Tajín is perhaps the satisfactory-regarded product from an own family of Mexican condiments that, either alone or when eaten with other ingredients, combine saltiness, sweetness, sourness and the heat of chiles — a famous culinary tetrad. Chamoy, a sauce made from fermented fruit and chiles, falls into this category, as do the numerous forms of flavored salts made in Mexico, from sal de gusano and sal de chapulin, in which dried worms or grasshoppers are added to salt and floor chiles, to chile-lime or lemon salts. Then, there are dozens of different sorts of sweet-hot-tart Mexican candy, such as chews and gummies.

Fany Gerson, the chef, and owner of La Newyorkina, an ice pop enterprise with a shop in Manhattan, recalls hoarding chocolates referred to as Brinquitos, or little jumps when she was a child in Mexico. “It was essentially Tajín, but candy,” she stated of the packets of sugar, citric acid, salt and chili powder, which are available in a variety of synthetic fruit flavors and feature a caricature frog as a mascot.

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Tajín becomes founded in Guadalajara in 1985, and 40 percent of income now occur north of the border, in step with Javier Leyva, the US director of Tajín International. The company sold greater than 22 million pounds of product in 35 nations ultimate yr. It is global headquarters and processing plant are in 3 large homes in Zapopan, near Guadalajara inside the state of Jalisco. Because of expanded call for, the employer will circulate operations into a brand new, large facility in Tala, a town approximately 25 miles west, this 12 months.

That circulate is brought about by way of a push into India, Japan and Pakistan, and an expectation that American hobby in Tajín will keep growing. Since 2015, the enterprise has unveiled two new advertising campaigns in the United States, one geared toward mothers presenting the tagline “Add a zing with Tajín!” and the opposite at millennials. Last year, the corporation partnered with Claudia Sandoval, winner of the sixth season of America edition of “MasterChef”; she’s liable for selling the product in recipes that emphasize its versatility, as in a seven-layer dip that requires Tajín inside the bitter cream, guacamole, and salsa.

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