Jun14

“i’m spicy and i’ve got skills.” – pascal siakam.

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( those of you who know me or read me,

know that flamin’ hot cheetos are my fav snack.)

Eva Longoria makes her film directorial debut with “Flamin’ Hot” — a feel-good story of how a Mexican American janitor rose through the ranks at Frito-Lay and was the brains behind the wildly popular and spicy Flamin’ Hot Cheetos corn snack.

“People think it’s about the Flamin’ Hot Cheeto but it’s about the life of Richard Montañez,” Longoria told the Australian television show “Today.”  “He came up with this brilliant idea to put chili on chips for the Hispanic market and today Flamin’ Hot is the No. 1 snack in the world and it’s a multibillion-dollar industry that transcends snacks.”

The comedy-drama biopic distributed by Searchlight Pictures is based on Montañez’s first memoir, “A Boy, a Burrito, and a Cookie: From Janitor to Executive,” that details his humble beginnings from growing up in a migrant labor camp in Southern California and living in a one-bedroom apartment with his parents and 10 siblings to selling drugs on the streets of East Los Angeles, mopping the floors at Frito-Lay’s Rancho Cucamonga plant and building a career that spanned more than 40 years at PepsiCo.

Longoria admitted she was ashamed of not knowing Montañez’s story until she read the script. “I was like, ‘How do I not know this? He’s Mexican American like me. I love Flamin’ Hot.’ So it was like the flavor you knew, but the story you didn’t, and so I was immediately inspired and I thought, ‘Everybody should know this story. There are so many lessons we can learn from his life.”

Jesse Garcia as Richard Montañez in the movie Flamin' Hot.
Jesse Garcia as Richard Montañez in the movie “Flamin’ Hot.”

While Montañez’s story has become an inspirational tale of Latino entrepreneurial success, Frito-Lay disputed the claims that he created the spicy line of Cheetos, calling his version of the story an “urban legend,” and stating that he “was not involved,” according to an investigation by The Los Angeles Times in 2021.

That same year, Montañez reaffirmed his story with his second memoir “Flamin’ Hot: The Incredible True Story of One Man’s Rise from Janitor to Top Executive.”

The film’s producers were informed by Frito-Lay of these allegations in 2019 before production but moved forward with the project. Longoria’s film does include nods to the possibility of the Flamin’ Hot flavor being developed in the Midwest at the same time. Frito-Lay credits Montañez with playing a “key role in accelerating the growth of our Flamin’ Hot Brand,” according to its website

“Flamin’ Hot” is available to stream on Hulu and Disney+.

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“a good spicy challenge strikes a balance between flavour and fear.”

-adam richman

 

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source credit: edwin flores, NBC Latino. Searchlight Pictures

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55 responses »

  8. The backstory of the flamin’ hot Cheeto’s creation and how one simple person created something simple that became a favorite sounds fascinating. Hot flamin’ Cheetos as a snack sounds horrid! I’ll save mine for you, Beth!

    Liked by 1 person

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  20. Who couldn’t love this story? We have a natural tendency to root for the underdog.

    Because I’m a basketball nerd, I know who Pascal Siakam is.

    Liked by 1 person

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