In 1980, Rosita's Fine Foods developed a recipe acquired from an established Mexican restaurateur and rolled out a new product to the market - Mexican burritos. Burritos were not exactly a staple of the Canadian diet. With no brand recognition or advertising budget, Rosita's co-founder Craig James drove his battered orange VW van around Vancouver, calling on pubs, corner stores and supermarkets to hand out samples of the ''foreign'' food with the rallying cry, ''Have you had your burritos today?'' From the very beginning, James demonstrated his ability to create a market where none existed. more... See more text