John and Mark Maggio weren't just chip makers—they were visionaries. In the early '90s, when "better snacks" meant sacrificing flavor, the Maggio brothers refused to compromise. They saw an opportunity in Boulder, Colorado, the epicenter of the natural foods movement, and bet everything on a simple idea: great-tasting chips made with better ingredients. Their pioneering use of olive oil and avocado oil in kettle-cooked chips helped launch an entire category and set the standard for what better-for-you snacking could be.