Canada, US: Chips gone wild

In the summer of 2015, Peter and Chris Neal were in the heart of barbecue country – Texas – talking about a distinctly Canadian dry-rub: Montreal steak spice. The co-founders of Toronto-based Neal Brothers Foods were meeting with executives at Whole Foods’ head office in Austin, arranging an exclusive deal that would see Neal Brothers’ kettle-style, non-GMO chips sold in more than 300 Whole Foods in the United States. “We asked if there was [a flavour] they were looking for and one of the guys said, ‘I would love Montreal steak spice,” recalls Peter Neal. “I said, ‘Really? Is that a thing?’” So I called friends and family in the U.S., put something on Facebook and got an overwhelming response from people saying, ‘Yeah, we’ve got Montreal steak spice in our cabinet.’” Fast-forward to September 2016 when Montreal Steak Spice did indeed become a thing, joining Neal Brothers’ lineup of unique chip flavours, including Maple Bacon; Srirachup, a mix of ketchup and sriracha; Sweet & Smoky BBQ; Pink Himalayan Salt; and Vij’s Delhi-Licious, made with a garam masala spice blend. More