USA Today is reporting that Arch West has died at the age of 97.  Arch is credited with creating Doritos, which was the first national tortilla chip brand.

It was 1961 when Arch and his family ran across someone selling fried tortilla chip in San Diego. Arch took the info back to his gig as a marketing exec at Frito-Lay where the promptly passed on the idea. Arch wouldn't let the idea go though and did a little market research that led to roll out of the tasty triangles.

The family plans on throwing some Doritos over his urn before they bury it.  Why not show Arch some love and crunch away in his memory today?