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Stereotype of the Month Entry

Another Stereotype of the Month entry:

Pueblo upset with picture on potato chip bag

Frito Lay's Santa Fe Ranch potato chips feature the picture of the Taos Pueblo's North House.

Last Update: 11/27/2003 10:07:18 AM
By: Associated Press

(Taos-AP) — The picture on the bag of Frito Lay's new Santa Fe Ranch potato chips has upset Taos Pueblo tribal leaders.

A picture of the pueblo's North House is displayed on the bag.

Tribal secretary Mark Lujan says tribal members were offended by the picture and they want to know who authorized it.

A spokesperson for Frito Lay said the picture came from artwork that was available to the company and there was no intention of offending Taos Pueblo.

Frito Lay says it plans to contact tribal leaders to try to resolve the problem.

Lujan suggested a historic site identified with Santa Fe should have been used instead.

Rob's comment
Presumably Frito Lay chose Taos Pueblo's North House because its chips are supposed to be natural...unadorned...down-to-earth...authentic...respected...virtuous...pure...or something like that. While these qualities may be true of Taos, its buildings, and its people, they're also stereotypical. Today's Indians, even those from Taos, use satellite dishes, drive Hummers and SUVs, and buy processed food—often from Frito Lay.

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