Pace Foods, the San Antonio-based salsa producer, has gotten a lot of mileage out of a series of television commercials emphasizing its Tex-Mex heritage and deriding the competition's product for being made "in New York City?!!" In the same vein, Chi-Chi's, Inc., the Mexican restaurant chain headquartered in Louisville, KY, has an amusing TV commercial for its retail-packed salsa in which the ceo of some unnamed competitor asks his managers whether the company should make salsa or oven mitts.