The Tortilla Industry Association (TIA) was established in 1989 to support the growing tortilla industry, which has become the fastest-growing segment of the baking industry. TIA, based in Arlington, Virginia, is a not-for-profit organization that serves tortilla manufacturers, industry suppliers, distributors worldwide, and companies with interests in the tortilla industry. Their core services include assisting companies in effective management and marketing techniques, addressing management, regulation, quality control, and distribution issues, and providing educational support through technical seminars, conventions, and market research. TIA aims to promote the consumption of traditional Mexican bread by showcasing alternative uses of tortillas in mainstream American cuisine like sandwiches, soups, and desserts.