By Rachel Leigh| September 26, 2011 at 6:54 PM EST - Updated June 25 at 12:19 PM
DALLAS (AP) - Arch West, a retired Frito-Lay marketing executive credited with creating Doritos as the first national tortilla chip brand, has died in Dallas at age 97.
A statement issued by the West family says he died Tuesday at Presbyterian Hospital in Dallas. A graveside service is scheduled for October 1. Daughter Jana Hacker tells The Dallas Morning News the family plans on "tossing Doritos chips in before they put the dirt over the urn".
West was a marketing vice president for Dallas-based Frito-Lay in 1961 when, while on a family vacation near San Diego, he found a snack shack selling fried tortilla chips. Hacker says her father got a tepid corporate response to the tortilla chip idea, but conducted marketing research that led to the Doritos roll-out