Fresno Grizzlies mark 10th anniversary of iconic alternate with taco truck brand

It’s been a decade since the Freso Grizzlies unleashed upon the world an alternate brand that changed the minor league baseball logo landscape. In 2015, the team, Single-A affiliate of the Colorado Rockies in the California League, paid tribute to their annual Taco Truck Throwdown with an on-field alternate, the Fresno Tacos.

That original Fresno Tacos logo is credited for kicking off the minor league baseball food frenzy, which has resulted in countless food-based logos at all levels. After 10 years of variations on that taco-based brand, the Grizzlies unveiled a new twist with a mark that honors the trucks themselves.

“Playing as the Fresno Tacos has always been about the Taco Truck,” said Derek Franks, president of the Fresno Grizzlies, in a statement. “Paying tribute to the hardworking men and women who run these small businesses is the cornerstone of our Tacos alter ego, and we feel this year’s rebrand brings the attention back to them.”

The new marks feature the lonchero-style trucks (a Spanish term for a lunch counter), which were born in California’s Central Valley as a way to provide food for laborers in the fields during World War II. The uniforms feature a sleeve patch with a silver and red version of the original Tacos logo and the slogan “The OG Alter ego.”

The uniforms will see the field for the first time May 30.