Our Mission
The International Standard for Taco Marking (ISTM) was founded with a singular, world-changing vision: to ensure that every taco consumed on this planet meets a minimum threshold of deliciousness, structural integrity, and joy.
Founded on the sacred tradition of "Mexican Monday — Taco Night," a weekly celebration of culinary excellence observed by the Love family.
Our History
The Before Times
Tacos were consumed without standards. Chaos reigned. Shells crumbled without accountability.
The First Mexican Monday
Caleb Love, visionary and taco enthusiast, establishes the weekly tradition that would change everything.
The Awakening
After one too many improperly folded burritos mislabelled as tacos, the need for standards became clear.
ISTM Founded
The International Standard for Taco Marking is officially chartered. The taco world would never be the same.
Today
ISTM standards are recognised by families, food trucks, and taco enthusiasts worldwide.*
*Recognition is self-declared and vigorously imaginary.
Board of Directors
The minds behind the mission.
Caleb Love
Founder & Chief Taco Officer (CTO)
"Believes every night could be taco night if you try hard enough."
Jess Love
Director of Quality Assurance & Vibes
"If the salsa doesn't slap, it doesn't ship."
Jonah Pearson
Head of Structural Engineering
"Has opinions about tortilla tensile strength that he will share unprompted."
Georgia Pearson
VP of Flavour Intelligence
"Can detect cumin at 50 paces. Trusts no one else's seasoning."
Heidi Love
Chair of Topping Governance
"Believes sour cream is a human right, not a condiment."
Angus Love
Junior Taco Compliance Officer
"Will eat anything in a tortilla. Sets the bar, then lowers it."