It alsocropsup on soundtracks in non-ironic contexts, though these days you're more likely to hear it as part of a medley with Over The Rainbow, performed by Hawaiian singer Israel Kamakawiwo'ole in a bare-bones ukulele format that lends an aura of authenticity.
The Zedillo government is also starting up projects to help small farmers change their traditional crops for more profitable ones or use their land for something else.