(24 Jul 2004)
1. Wide exterior of City Hall, pan to participants in the National "Torta" (sandwich) Festival
2. Woman shouting "I want torta"
3. "Mega-torta" being assembled by various chefs
4. Close up of ingredients being spread on bread
5. Pan from hands spreading bean sauce to man working
6. Various of chef preparing the sandwich
7. Wide shot of various chefs preparing the ingredients for the sandwich
9. Mix of ingredients for the sandwich
10. Wide shot of various chefs working on the sandwich
11. SOUNDBITE: (Spanish) Gustavo Higuera, Chef:
"This sandwich is going to be 25 metres long."
12. Closeup of preparation
13. SOUNDBITE: (Spanish) Gustavo Higuera, Chef:
"I think that our product can easily compete with the pizzas and hamburgers. I think that our product is of very good quality."
14. Tilt up of preparation of sandwich
15. Mid shot of chef spreading chilli sauce
16. SOUNDBITE: (Spanish) Alberto Chacon, Organiser:
"I think it's possible that further down the road we could sign up in the second festival to the Guinness book of records with the largest sandwich and with the most chefs working together on the mega sandwich."
17. Various of sandwich being sliced
19. Girl eating sandwich
20. Pan from man blowing a ceremonial shell to sandwich
STORYLINE:
Supporters of traditional Mexican food made a giant sandwich on Friday, using dozens of chefs to highlight the battle they face against multinational fast food giants offering pizza, hamburgers and instant noodles.
The 23 metre-long creation was the showpiece of the inaugural National Torta (or sandwich) Festival in Mexico City.
Organisers aimed to promote Mexico's version of a sandwich, while encouraging "torta" makers to modernise and diversify.
Torta stand owners traditionally serve avocado, tomato, chili and bean paste, together with meat and cheese in a crusty bread roll.
Sales of the relatively wholesome food fell by 25 per cent between 1998 and 2004 - from an average of 308 pounds (140 kilogrammes) per person per year to 228 pounds (104 kilogrammes), according to the National Corn Processors' Chamber.
It's not that Mexicans have lost their taste for "tortas".
Some of the United States-style amusement parks that have opened in Mexico over the last decade prominently advertise "national food" to attract those who dislike hamburgers or hot dogs.
But Mexico City's estimated two-thousand torta vendors compete against well-funded international fast food chains emerging in the 1980s.
McDonald's had one store in Mexico in 1985, and 292 in 2004.
Burger King had one store in 1991 - now there's 198.
Pizza Hut, KFC and others also came, and they spawned Mexican imitators who magnified their effect.
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