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The Tortilla Industry Association (TIA) was created in 1990 to serve the emerging tortilla industry, now the fastest growing segment of the baking industry. In the U.S., annual sales of tortillas exceed all other ethnic and specialty bread sales, including bagels, croissants, muffins and pita bread. In 2000, tortilla sales in the U.S. reached the $4.4 billion mark and are expected to hit $5.7 billion dollars in sales by the year 2002. As testament to their popularity, the Tortilla Industry Association (TIA) estimates that Americans consumed approximately 85 billion tortillas in 2000 (not including tortilla chips).