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market place because of the problem of translating scientific ideas to the language a businessman can understand." Technical areas of current interest to Rohrback include analytical geochemistry, multivariate software, electrochemical instrumentation, advances in chromatography, specific bioelectrodes, and chemometrics. Technical staffers and company advisers include Bruce R. Kowalski of the University of Washington, Fred Anson of the California Institute of Technology, and Howard Reiss of the University of California at Los Angeles. Rohrback has a partial interest in Infometrix, a company cofounded by Kowalski.
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806 A · ANALYTICAL CHEMISTRY, VOL. 56, NO. 7, JUNE 1984
It seems that analytical chemistry played a big part in the creation of the new O'Grady's brand potato chips from Frito-Lay. The world's first "phase-shifted" potato chips, in which ridges on the top are shifted relative to those on the bottom, O'Grady's were developed over a period of two years by a team of nearly 200 scientists and engineers. This development effort included some sophisticated analytical chemistry, according to a recent issue of Forbes (Bork, Robert H., Jr. 1984, 733(3), 118-120). To fine-tune the amount of baked-potato flavor and fried flavor in the new chip, the R&D team pulverized test chips, drew off gaseous flavor compounds, and analyzed the mixture with gas chromatography-mass spectrometry (GC/MS). Frito-Lay's R&D director, Dennis Heard, explained, "We know the mass spectra associated with baked and fried flavor," and that the GC/MS results helped the research team adjust the frying conditions until the chip flavor was just right. We will leave it to individual members of the analytical chemistry community to determine for themselves the success of Frito-Lay's efforts. Stuart A. Borman
