The Chip Hits The Fan

Lennon would be proud of the Frito-Fighters

What happens when people have had enough? They fight back. They fight for what is right. They create one of the most effective social movements of all time.

Forget freedom fighters. These are Frito-Fighters.

And they won.

Frito-Lay has jumped chip… bag.

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In the company’s eco-journey to become a more environmentally friendly brand, it introduced the revolutionary SunChips (supposedly 100 per cent) compostable bag. Frito-Lay calls it sustainable snack packaging.

(Though I argue “sunstainable” would be more clever).

The company has been chomping at the chip to make the snack line compostable, solar-powered, and earth friendly. (As earth friendly as little sacks, in big boxes, transported all around the world could be.)

But, no sooner than the bag hit the shelves, did the chip hit the fan. The public wasn’t happy. Enter, the Frito-Fighters.

In one year, sales declined 11 per cent. Interestingly, the issue had nothing to do with the genuine questions surrounding the eco-friendliness of the bio-plastic used in the bag’s production.

SunChips 'compostable' bag.

The new packaging was just too noisy for consumers who would rather leave their ecological footprint than listen to both their mouths crunching chips and hands crinkling bags.

Thankfully, we do not live in an apathetic society. When people find a flaw or experience an injustice, they fight for what is right.

And that environmentally friendly bag was wrong.

So, in light of public criticism, including countless YouTube videos and a Facebook campaign 50,000 fans strong, called “Sorry But I Can’t Hear You Over This SunChips Bag,” Frito-Lay recalled the bags.

Imagine, such serious fallout over a company’s attempt to help protect the environment. Thankfully, the chipmakers didn’t try to lower the price too. The potential fallout from that may have been even worse.

So, now secret-snackers round the world can continue their covert munching operations. They may not be able to recycle the new, old SunChips bags without the eco-friendly approval, but at least they will finally be able to hear every Rico-friendly word Suavé says, while they watch Jersey Shore.

Despite what some naysayers may assert, it is refreshing and motivating to see that society can get behind a cause and impact change. Ultimately, this public outcry made a difference. And honestly, it has inspired me to do the same.

So here’s my top-10 list for new “Sorry but I can’t hear you over this/these                        ” campaigns I would like to start:

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1. Screaming babies on airplanes. I can barely hear the engines over that crying.

2. Harleys. I mean, really. If a SunChips bag is noisy, a Harley should be considered deafening.

3. Loud cell phone talkers. You’re not calling me. I didn’t pick up the phone. I don’t want to hear you. They should at least be charged double the minutes for talking to extra people.

4. MRI machines. Should anybody really ever have to endure that jackhammer-like noise? Who cares what harmful or deadly ailment an MRI could discover. A little peace and quiet please.

5. Jackhammers. (See number 4.)

6. The city of Toronto. Seriously. It is one noisy city.

7. Birds. They are always tweeting and chirping so early in the morning. The only thing I should hear in the morning is my instinct telling me to get up and pee, because that toilet in my dream is NOT real.

8. Regular chip bags. Now, I know it's trendy to fight the SunChips bag, but even regular chip bags can be too loud. Thank goodness for DVRs so you can rewind live TV.

9. Keyboards. I can hardly hear what I’m typing over the sound of my typing.

10. Paris Hilton. Not that she’s noisy. I just can’t stand her and want her to go away.

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In the end, I’m glad this whole SunChips ordeal has opened our eyes to the power of the people, and what we can do to make the world better. It is never pointless. You can be heard.

I am woman. Hear me whisper. Shhhhh…

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