Carl Roettele and his wife open a small canning plant in Elsa, Texas, processing over 25K cases of vegetables a year. The product they’re proudest of is their tomatoes and green chilies. Worried people couldn’t spell or pronounce “Roettele,” Carl used the name RO*TEL. Soon, his zesty tomatoes and chilies graced the tables of public figures and politicians throughout Texas.

ROTEL still holds firmly to the belief that quality is paramount in making a great- tasting product. That’s why only the reddest, ripest tomatoes and the zestiest chilies make the final cut.