Values = Profits: Frontera betrayal edition

Frontera has slowly but surely brought its high-quality, mostly authentic Mexican food to its restaurants, high-end grocers and now, to the store where your mom and dad shop.

They have earned their success.

The temptation, however, is always to sell off part of your values -- which is the same as selling off all your values -- for additional profits. This will not work. In the age of the Great Leveling, when we can get anything anywhere from anyone anytime, values become more important than ever.

Selling them off is almost never worth it. Fronter does not equal pizza. I now question whether I should spend extra money on their Mexican food.