The recent Goya boycott made me consider alternatives for seasoning of my favorite Latin dishes. Among the ingredients, I thought of annatto, a carotenoid seed commonly used in as a coloring agent or condiment in a whole lot of industrial food products, including potato and tortilla chips. In the Latin American world, it's often mixed in with other spices for masa's like tamales, bollo's , recados, into marinades. In New York City's many Chino-Latino restaurants, it shows up in yellow rice.

My wife once brought home a jar of Whole Foods's "Latin" Seasoning, which includes coriander, turmeric, and garlic, basically the gringo version of a "sazón." So I combined the Whole Foods concept but adding some missing ingredients with some cumin and anatto seeds. While we boycott, we can make our own mix. leading me to think, oy!, que sazón (what flavor)!