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" The idea is that we concentrate on the general objectives of the march and not on personalities , " Gerardo Sanchez , president of the Permanent Agrarian Council , said on W Radio Tuesday.The marchers are angry about tortilla prices that have doubled over the last year to roughly 45 cents a pound , causing hardship among the millions of poor Mexicans for whom they are a staple.Tens of thousands of farmers and union members were mobilizing to demand that Calderon take stronger action to control prices of basic foods.Since taking office Dec. 1 , Calderon has drawn the greatest criticism for failing to control the largest spike in tortilla prices in decades .