![]() Until the turn of the century, very few felt proud of their roots. ![]() Longoria is a shining example of how the Latino community in the U.S. I was looking for something like that, and I got this project.” Jesse Garcia and Dennis Haysbert, making spicy Cheetos in 'Flamin' Hot.' ![]() Who can you see on the big screen that you can relate to? No one. “Two things were clear to me at the time: that it would inspire other people and that I was the only one who could direct this film.” The actress goes on to explain: “I’m a producer, I want to portray things about our community, and unfortunately, we don’t have many Latino heroes here in Hollywood. “I’m Mexican-American like Richard, and yet when I read the script, I didn’t know his story,” Longoria said last week in a video call. Hispanic community through his motivational speaking, to which he devoted himself after retiring in 2020. When Eva Longoria (Corpus Christi, Texas, 48) was offered the chance to direct Flamin’ Hot for Hulu (it premiered Friday, June 9, on Disney+), Montañez had already published a book detailing his experience and garnered prestige in the U.S. Somewhere between the reality and the myth, the myth came to fruition. Or at least there is little truth in the story. This is a story of achievement, a magnificent triumph of the American dream, with only one catch: it’s a lie. His venture succeeded, and he was immediately promoted to director of multicultural community marketing, leaping from janitor-cleaning boy to the office. In the face of the marketing department’s incompetence, Montañez, along with friends and family, multiplied sales efforts to create demand for those Cheetos designed for hardened appetites. When he got the green light, he went one step further. He immediately contacted Enrico directly to share the idea with him and get his approval. Inspired by a video featuring Frito-Lay CEO Roger Enrico, Montañez created a spicy recipe at home that, when mixed with Cheetos, became an explosive, yet tasty snack: Flamin’ Hot Cheetos were born. Yet one janitor, Richard Montañez, born on the outskirts of Los Angeles to a Mexican family, insisted that the Latino community did not eat Cheetos - the company’s flagship product - and that potential customers did not have a flavor that matched their tastes in the stores. At one of the factories belonging to Frito-Lay, a subsidiary of PepsiCo that produces all kinds of potato chips and snacks, the fear of layoffs as a result of a market in crisis seized its workers.
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