Arch West

Archibald Clark West (September 8, 1914 – September 20, 2011) was a marketing executive credited with the development of Doritos, a brand of seasoned tortilla chips. The successful snack food was marketed as an alternative to the more traditional potato chips.

Career He began his career at Standard Brands, where he worked as a traveling sales representative.

West also had a hand in the marketing of Pace salsas and picante sauces. He was a longtime friend of Dave Pace, the founder of Pace Foods. West suggested that Pace's products be displayed on the same grocery aisle as the chips, rather than with ketchup. The move quickly increased sales of Pace products.

West retired from his position as vice president of marketing at Frito-Lay in 1971.

Later life West was injured in a car accident while volunteering for disaster relief in Amarillo, Texas, circa 1990, but recovered from his injuries. His car was hit by a tanker truck in the accident.

Arch West died from peritonitis and complications from vascular surgery at Presbyterian Hospital of Dallas on September 20, 2011, at the age of 97. He and his wife, Charlotte F. Thomson (died 2010), had four children.