1 00:00:00,040 --> 00:00:01,680 Speaker 1: I mean, I was devastated. I was just like, what 2 00:00:01,720 --> 00:00:05,040 Speaker 1: the heck is this all about? And then then I 3 00:00:05,200 --> 00:00:12,920 Speaker 1: was disappointed because it took PepsiCo so long that get involved, engage, 4 00:00:12,960 --> 00:00:15,520 Speaker 1: you know. And my understanding was it was a lot 5 00:00:15,560 --> 00:00:17,400 Speaker 1: of miscommunication. 6 00:00:21,040 --> 00:00:24,680 Speaker 2: From futuro media. I'm Maria Josa and today Latino USA 7 00:00:24,880 --> 00:00:29,600 Speaker 2: takes on the flaming Hot Cheetos controversy. A conversation with 8 00:00:29,680 --> 00:00:32,360 Speaker 2: the man at the center of it all, Richard Montagnees. 9 00:00:38,080 --> 00:00:42,519 Speaker 2: For over forty years, Richard Montagnees had a successful career 10 00:00:42,560 --> 00:00:43,879 Speaker 2: as a motivational speaker. 11 00:00:44,440 --> 00:00:47,960 Speaker 3: I realized that as much as I wanted to fit in, 12 00:00:48,440 --> 00:00:50,160 Speaker 3: I was never created to fit in. 13 00:00:50,560 --> 00:00:52,080 Speaker 2: I was created to stand out. 14 00:00:52,680 --> 00:00:55,160 Speaker 1: That's why a lot of you young people, your whole life, 15 00:00:55,160 --> 00:00:57,040 Speaker 1: you felt like I don't fit in, because you're not 16 00:00:57,040 --> 00:00:57,640 Speaker 1: supposed to. 17 00:00:58,080 --> 00:01:00,920 Speaker 2: You're supposed to stand out. And as a vice president 18 00:01:00,960 --> 00:01:05,640 Speaker 2: of Multicultural Sales and Community Promotions at PepsiCo, he had 19 00:01:05,680 --> 00:01:10,360 Speaker 2: been called the godfather of Hispanic branding and was considered 20 00:01:10,360 --> 00:01:14,760 Speaker 2: one of the most influential Latinos in corporate America. His 21 00:01:14,920 --> 00:01:18,320 Speaker 2: rags to riches story was truly the stuff of legends. 22 00:01:18,520 --> 00:01:21,640 Speaker 2: He's one of ten children born to Mexican field workers 23 00:01:21,760 --> 00:01:25,880 Speaker 2: in Guasti, a town in southwestern California where Italian and 24 00:01:25,959 --> 00:01:30,680 Speaker 2: Mexican immigrants once all shared the same occupation picking grapes. 25 00:01:31,560 --> 00:01:34,600 Speaker 2: Richard began working as a janitor at Frido Lay in 26 00:01:34,680 --> 00:01:37,280 Speaker 2: nineteen seventy six when he was just eighteen years old. 27 00:01:37,800 --> 00:01:40,800 Speaker 2: Eventually he climbed the ranks to being a top executive 28 00:01:40,880 --> 00:01:44,040 Speaker 2: at the fortune five hundred company. He says this happened 29 00:01:44,080 --> 00:01:47,280 Speaker 2: after he presented an idea to his superiors. It was 30 00:01:47,360 --> 00:01:50,040 Speaker 2: a pitch that he says, would later be turned into 31 00:01:50,400 --> 00:01:55,200 Speaker 2: the trademark Flaming Hot Cheetos line. The spicy injine red 32 00:01:55,280 --> 00:02:00,440 Speaker 2: snacks are today one of Fredo Lay's top selling flavors there. 33 00:02:00,440 --> 00:02:03,200 Speaker 1: It is what if I put chili on a Cheeto. 34 00:02:04,480 --> 00:02:06,520 Speaker 4: So I went to work, you know, and I actually 35 00:02:06,560 --> 00:02:08,800 Speaker 4: made up my own seasoning, you know all that, and 36 00:02:09,160 --> 00:02:11,560 Speaker 4: put it on an unseasoned cheetle. My wife took some 37 00:02:11,680 --> 00:02:14,480 Speaker 4: to work, I took some to work, and everybody fell 38 00:02:14,520 --> 00:02:15,120 Speaker 4: in love with it. 39 00:02:15,800 --> 00:02:19,480 Speaker 2: All of this was an American dream like story that 40 00:02:19,520 --> 00:02:23,840 Speaker 2: most people knew and loved up until very recently. In 41 00:02:23,880 --> 00:02:26,600 Speaker 2: May of this year, the La Times published a story 42 00:02:26,680 --> 00:02:30,960 Speaker 2: under the headline the man who didn't invent flaming hot Cheetos. 43 00:02:31,480 --> 00:02:35,560 Speaker 2: In a five thousand plus word investigation, business reporter Sam 44 00:02:35,639 --> 00:02:40,360 Speaker 2: Dean revealed severe inconsistencies in the timeline of Richard's storytelling. 45 00:02:41,480 --> 00:02:44,720 Speaker 2: The article, for which Sam says he contacted dozens of 46 00:02:44,760 --> 00:02:49,200 Speaker 2: former employees and poured through years of newspaper archives, disputes 47 00:02:49,280 --> 00:02:51,360 Speaker 2: the story that people have been hearing for so long, 48 00:02:51,880 --> 00:02:55,040 Speaker 2: told from the point of view of Richard Montaignes. With 49 00:02:55,120 --> 00:02:58,360 Speaker 2: a new book release and a biopic directed by Eva 50 00:02:58,400 --> 00:03:01,880 Speaker 2: Longoria all about Montagne's his story set to come out 51 00:03:01,919 --> 00:03:04,840 Speaker 2: sometime next year. A lot of people were shocked by 52 00:03:04,840 --> 00:03:07,520 Speaker 2: the revelations in the La Times. A lot of people 53 00:03:07,520 --> 00:03:10,880 Speaker 2: also wondered why, after nearly two decades, was this version 54 00:03:10,919 --> 00:03:14,120 Speaker 2: of this story just coming out. There were also people 55 00:03:14,120 --> 00:03:16,919 Speaker 2: who were outraged at what they perceived as an attempt 56 00:03:16,919 --> 00:03:19,480 Speaker 2: to bash a successful Latino businessman. 57 00:03:22,120 --> 00:03:24,919 Speaker 5: Mass hysteria. I knew he was going to get blowback, 58 00:03:25,000 --> 00:03:28,239 Speaker 5: and I actually Warren, Sam, you better have all your 59 00:03:28,280 --> 00:03:33,079 Speaker 5: facts together, everything lined up, because people are going to 60 00:03:33,160 --> 00:03:34,040 Speaker 5: be angry. 61 00:03:34,320 --> 00:03:38,000 Speaker 2: That's author an La Times columnist Gustavo Arellano. 62 00:03:38,520 --> 00:03:42,520 Speaker 6: There's so few of us who have made it to 63 00:03:42,720 --> 00:03:46,040 Speaker 6: any kind of position of prominence that an attack on 64 00:03:46,160 --> 00:03:48,840 Speaker 6: like one of the few people that somehow made it 65 00:03:48,880 --> 00:03:52,360 Speaker 6: to the top feels like it's an attack on everyone. 66 00:03:52,880 --> 00:03:55,640 Speaker 2: And that's the voice of Rachel Reyes. She's a community 67 00:03:55,720 --> 00:03:59,200 Speaker 2: organizer based in Los Angeles. We're gonna hear more from 68 00:03:59,200 --> 00:04:03,160 Speaker 2: Gustavo and later as we try to understand why this 69 00:04:03,280 --> 00:04:08,040 Speaker 2: story isn't just about a processed snack food, but it's 70 00:04:08,080 --> 00:04:12,200 Speaker 2: more a story about race, identity, culture and also the 71 00:04:12,280 --> 00:04:17,440 Speaker 2: stories we choose to believe. So in all transparency, Latino 72 00:04:17,560 --> 00:04:22,039 Speaker 2: USA had scheduled an interview with Richard Montagnels way before 73 00:04:22,279 --> 00:04:26,000 Speaker 2: the La Times peace drop. Then he postponed it and 74 00:04:26,040 --> 00:04:35,040 Speaker 2: got back in touch, and this is our conversation. All right, 75 00:04:35,160 --> 00:04:37,600 Speaker 2: Richard Montagnels, Welcome to Latino USA. 76 00:04:38,240 --> 00:04:39,080 Speaker 1: Oh my pleasure. 77 00:04:39,520 --> 00:04:42,000 Speaker 2: So listen, Richard, we're basically just going to jump in. 78 00:04:42,040 --> 00:04:44,159 Speaker 2: I mean, the reality is that we were set to 79 00:04:44,160 --> 00:04:48,359 Speaker 2: do an interview with you, and then the La Times 80 00:04:48,440 --> 00:04:52,280 Speaker 2: breaks a story that basically challenges a great deal of 81 00:04:52,279 --> 00:04:54,840 Speaker 2: what you've been saying about your role in the creation 82 00:04:55,000 --> 00:04:58,000 Speaker 2: of Flaming Hot Cheetos. I mean, how would you describe 83 00:04:58,040 --> 00:05:02,000 Speaker 2: that first week after the La Times investment gation came out. 84 00:05:01,600 --> 00:05:05,159 Speaker 1: Oh Jeeves, I describe it as walking through hell. You know, 85 00:05:05,200 --> 00:05:07,960 Speaker 1: you just got to keep walking, you don't stop. I mean, 86 00:05:08,000 --> 00:05:11,359 Speaker 1: I I found out, you know, the Sunday morning. I 87 00:05:11,360 --> 00:05:13,520 Speaker 1: didn't read the article, but you know, my phone was 88 00:05:13,560 --> 00:05:16,159 Speaker 1: going crazy. You know, people say, hey, check out this article, 89 00:05:16,200 --> 00:05:18,919 Speaker 1: and I was like, what what Then I saw, you know, 90 00:05:19,680 --> 00:05:23,360 Speaker 1: just the headline in itself. I'm just totally confused. I 91 00:05:23,560 --> 00:05:26,680 Speaker 1: just you know, I couldn't understand. I was trying to 92 00:05:26,680 --> 00:05:29,159 Speaker 1: figure this out. What is this? Is this true? You know, 93 00:05:29,880 --> 00:05:33,000 Speaker 1: just you know, just confusion. And then uh and then 94 00:05:33,640 --> 00:05:36,280 Speaker 1: I figured, okay, wait a minute, something something's not right here. 95 00:05:36,960 --> 00:05:38,680 Speaker 1: I mean, I was devastated. I was just like, what 96 00:05:38,720 --> 00:05:41,960 Speaker 1: the heck is this all about? And then uh, then 97 00:05:42,000 --> 00:05:46,120 Speaker 1: I was then I was disappointed because it took Pepsicle 98 00:05:46,480 --> 00:05:50,240 Speaker 1: so long to get involved, engage, you know. And then 99 00:05:50,279 --> 00:05:53,440 Speaker 1: you know, my understanding was it was a lot of miscommunication. 100 00:05:54,120 --> 00:05:57,120 Speaker 1: So it was, uh, you know, man, I've never experienced 101 00:05:57,160 --> 00:05:59,599 Speaker 1: anything like that, you know, never in my entire life 102 00:06:00,360 --> 00:06:02,120 Speaker 1: or whatever. Wish that on anyone. 103 00:06:02,200 --> 00:06:02,479 Speaker 5: It was. 104 00:06:03,520 --> 00:06:05,880 Speaker 1: It was very I'm still trying to get over. You know, 105 00:06:05,960 --> 00:06:07,599 Speaker 1: I'm in a healing process right now. 106 00:06:08,279 --> 00:06:10,920 Speaker 2: I said, Look, Richard is not going to give us 107 00:06:10,920 --> 00:06:16,039 Speaker 2: the interview today. I said, Richard's entire world is crumbling 108 00:06:16,120 --> 00:06:20,120 Speaker 2: right now in the midst of trauma or tragedy or 109 00:06:20,320 --> 00:06:22,520 Speaker 2: you know, shock. Can you tell me about what those 110 00:06:22,600 --> 00:06:23,039 Speaker 2: days were? 111 00:06:23,080 --> 00:06:23,159 Speaker 7: Like? 112 00:06:23,240 --> 00:06:26,320 Speaker 2: How did you wake up and keep going? And what 113 00:06:26,320 --> 00:06:29,039 Speaker 2: do you call it trauma or how do you what's 114 00:06:29,080 --> 00:06:29,840 Speaker 2: the word that you use? 115 00:06:31,680 --> 00:06:37,039 Speaker 1: The word I've been using is just devastated. You know. 116 00:06:37,600 --> 00:06:40,120 Speaker 1: It was really really difficult. And then I had to 117 00:06:40,160 --> 00:06:43,480 Speaker 1: block my social media because I was active getting threats. 118 00:06:44,240 --> 00:06:46,520 Speaker 1: So it was getting a little kind of fearful there. 119 00:06:46,560 --> 00:06:50,000 Speaker 1: You know, I have you know, grandkids, I have children. 120 00:06:50,080 --> 00:06:54,000 Speaker 1: I was like, man, this is impacting everyone, and you know, 121 00:06:54,080 --> 00:06:56,240 Speaker 1: so I've decided to stay away from, you know, trying 122 00:06:56,279 --> 00:06:58,320 Speaker 1: to read anything. You know, everything was about you know, 123 00:06:58,440 --> 00:07:00,520 Speaker 1: you need to die and burn and hell like, whoa 124 00:07:00,520 --> 00:07:02,039 Speaker 1: wait a minute, you don't know who I am? 125 00:07:02,880 --> 00:07:04,800 Speaker 2: What did the worst moment look like? If you don't 126 00:07:04,800 --> 00:07:06,520 Speaker 2: mind sharing with us, well. 127 00:07:06,400 --> 00:07:10,920 Speaker 1: I think just being called a liar, you know, just 128 00:07:11,000 --> 00:07:13,040 Speaker 1: reading it. And then I just stopped reading stuff. I 129 00:07:13,080 --> 00:07:16,080 Speaker 1: had to because you know, it'll drown your it'll drown 130 00:07:16,160 --> 00:07:19,640 Speaker 1: your spirit. I just you know, stayed on the positive side. 131 00:07:20,520 --> 00:07:22,760 Speaker 2: So did you see that there were a lot of 132 00:07:22,800 --> 00:07:25,840 Speaker 2: people One of them is prominent Julisa had to say, 133 00:07:25,920 --> 00:07:29,680 Speaker 2: the author and activist who really came to your defense? 134 00:07:30,080 --> 00:07:32,520 Speaker 8: Perhaps a good just issued a statement in support of 135 00:07:32,600 --> 00:07:36,240 Speaker 8: Richard Montagnes. It reads, in part, the information we share 136 00:07:36,280 --> 00:07:42,240 Speaker 8: with the media has been misconstrued. Looking at you, La times. 137 00:07:41,800 --> 00:07:43,880 Speaker 2: What do you think that they were defending? What did 138 00:07:43,880 --> 00:07:47,400 Speaker 2: you understand? What did they tell you and how did 139 00:07:47,400 --> 00:07:48,760 Speaker 2: you take that part of the story. 140 00:07:49,680 --> 00:07:55,320 Speaker 1: I was encouraged that, you know, they came into my 141 00:07:55,400 --> 00:07:59,680 Speaker 1: defense or maybe not me personally, but the defending of 142 00:08:00,800 --> 00:08:05,559 Speaker 1: you know, Latino or Chicano, you know. So I thought 143 00:08:05,560 --> 00:08:08,400 Speaker 1: that was uh for me. It was like, Okay, I 144 00:08:08,400 --> 00:08:11,440 Speaker 1: have a family, you know, I do have a family, 145 00:08:11,480 --> 00:08:14,640 Speaker 1: I do have people. You know, people remember that all 146 00:08:14,680 --> 00:08:16,760 Speaker 1: the good that I've done and they know who I am. 147 00:08:16,840 --> 00:08:19,600 Speaker 1: So it was it was it was really good for me. 148 00:08:21,120 --> 00:08:23,800 Speaker 2: I'm wondering what you think about the fact, Richard, that 149 00:08:23,920 --> 00:08:26,000 Speaker 2: given the moment that we're living in in the United 150 00:08:26,000 --> 00:08:31,320 Speaker 2: States of America, like in the beginning of summer of 151 00:08:31,320 --> 00:08:33,680 Speaker 2: twenty twenty one, in hopefully a little bit of a 152 00:08:33,679 --> 00:08:37,040 Speaker 2: post pandemic world. But we're really you know, there's been 153 00:08:37,080 --> 00:08:39,640 Speaker 2: a recent war going on in the Middle East, like 154 00:08:39,720 --> 00:08:42,600 Speaker 2: it's just been a you know, there's a lot going on, 155 00:08:43,920 --> 00:08:46,120 Speaker 2: and I'm wondering what you think about the fact that 156 00:08:46,360 --> 00:08:50,800 Speaker 2: somebody would call in a tip to the La Times 157 00:08:51,480 --> 00:08:56,040 Speaker 2: and basically say, hey, hot Cheetos guy is a farce, 158 00:08:56,320 --> 00:08:59,400 Speaker 2: is a lie, and that the La Times would then 159 00:08:59,520 --> 00:09:03,840 Speaker 2: assign at least one reporter to basically do a deep 160 00:09:03,840 --> 00:09:09,520 Speaker 2: investigation into your entire story and dispute it from start 161 00:09:09,559 --> 00:09:12,400 Speaker 2: to finish. I'm wondering what you think about the fact 162 00:09:12,440 --> 00:09:14,520 Speaker 2: that they did that, because that is part of the conversation, 163 00:09:14,679 --> 00:09:19,000 Speaker 2: right why put in the effort to take down this guy. 164 00:09:20,760 --> 00:09:25,080 Speaker 1: The first thing is I was really amazed. You know, 165 00:09:25,200 --> 00:09:29,560 Speaker 1: it's a snack. I'm just like, wait a minute, it's snack. 166 00:09:31,040 --> 00:09:34,520 Speaker 1: People care that much? Is it worth somebody's time? 167 00:09:34,640 --> 00:09:34,800 Speaker 9: You know. 168 00:09:35,160 --> 00:09:39,000 Speaker 1: I was just totally amazed. And then I couldn't believe it. 169 00:09:39,600 --> 00:09:41,120 Speaker 1: You know, again, it took me a while to know 170 00:09:41,280 --> 00:09:44,679 Speaker 1: this is really happening. It was just totally amazed, you know, 171 00:09:44,760 --> 00:09:47,120 Speaker 1: I mean, without everything going on in the world, you know, 172 00:09:47,200 --> 00:09:49,840 Speaker 1: you're going to talk about cheetles. 173 00:09:54,400 --> 00:09:58,559 Speaker 2: In his investigation, Sam spoke to Lynn Greenfeld, a former 174 00:09:58,640 --> 00:10:02,400 Speaker 2: freedom Let employee, and she claims to be the true 175 00:10:02,600 --> 00:10:06,760 Speaker 2: inventor of flaming hot cheetos. Frida Lay told Sam that 176 00:10:07,240 --> 00:10:11,320 Speaker 2: none of its records showed that quote Richard was involved 177 00:10:11,360 --> 00:10:16,320 Speaker 2: in any capacity in the flaming hot test market quote. However, 178 00:10:16,360 --> 00:10:19,000 Speaker 2: in the days following the publication of the article, PepsiCo, 179 00:10:19,080 --> 00:10:23,200 Speaker 2: Frido Lay's parent company issued another statement saying the information 180 00:10:23,320 --> 00:10:25,959 Speaker 2: it had shared with the media had been misunderstood by some, 181 00:10:26,480 --> 00:10:31,400 Speaker 2: resulting in and I'm quoting here confusion around where we stand, 182 00:10:32,000 --> 00:10:35,679 Speaker 2: a range of emotions among our employees and consumers, and 183 00:10:35,760 --> 00:10:39,520 Speaker 2: a strain on our valued friendship with Richard Montagees and 184 00:10:39,600 --> 00:10:43,920 Speaker 2: the Latino community. The company also said that it attributed 185 00:10:43,960 --> 00:10:47,760 Speaker 2: the launch and success of Flaming Hot Cheetos to several 186 00:10:47,880 --> 00:10:53,000 Speaker 2: members of its staff, including Richard Montagnels. And let's take 187 00:10:53,040 --> 00:10:56,120 Speaker 2: a moment now to go through the looking glass and 188 00:10:56,200 --> 00:11:00,520 Speaker 2: see the complicated history of the Freedo Lay company. It 189 00:11:00,559 --> 00:11:03,960 Speaker 2: begins with a man from Kansas. His name is Charles 190 00:11:04,000 --> 00:11:08,959 Speaker 2: Elmer Doolin. Back in nineteen thirty two, he buys the 191 00:11:09,000 --> 00:11:13,800 Speaker 2: Frido Chip patent from a Mexican guy named Gustavo Orgin. 192 00:11:14,760 --> 00:11:18,240 Speaker 2: Here's Doulin's daughter Kalita in a two thousand and seven 193 00:11:18,320 --> 00:11:20,239 Speaker 2: episode of The Kitchen Sisters. 194 00:11:20,960 --> 00:11:25,320 Speaker 9: He bought the recipe patent and fourteen customers from a 195 00:11:25,360 --> 00:11:28,000 Speaker 9: man who was from Mexico who lived in San Antono. 196 00:11:28,679 --> 00:11:34,320 Speaker 9: It's a massa fried and a corn oil salted. Dad 197 00:11:34,400 --> 00:11:37,600 Speaker 9: named it. Frito's means fried thing. That's what they are 198 00:11:37,640 --> 00:11:40,840 Speaker 9: in Mexico's. They're free toes, the beach food, the little 199 00:11:40,920 --> 00:11:41,880 Speaker 9: fried stuff. 200 00:11:42,760 --> 00:11:45,480 Speaker 2: It would be the beginning of a billion dollar enterprise 201 00:11:45,760 --> 00:11:50,480 Speaker 2: which actually owns its success to the appropriation of Mexican 202 00:11:50,559 --> 00:11:54,800 Speaker 2: food and culture. In nineteen fifty five, Frido Let opened 203 00:11:54,920 --> 00:11:59,400 Speaker 2: La Casa de Fritos in Disneyland. They sold Mexican food, 204 00:11:59,640 --> 00:12:03,400 Speaker 2: frequently had Madiacci performances, and of course everything came with 205 00:12:03,480 --> 00:12:09,800 Speaker 2: the side of fritos. It was believed that the Gasa 206 00:12:09,880 --> 00:12:14,000 Speaker 2: de Fritos at Disneyland was the birthplace of the dorrito, 207 00:12:14,280 --> 00:12:18,400 Speaker 2: another wildly popular Fredo Lay product that has been long 208 00:12:18,440 --> 00:12:24,679 Speaker 2: attributed to a Frido Lay employee named arch West. However, 209 00:12:25,080 --> 00:12:29,679 Speaker 2: that origin story has also been contested Gustavo Ariano, the 210 00:12:29,760 --> 00:12:31,960 Speaker 2: columnist at the LA Times who we heard from in 211 00:12:32,000 --> 00:12:35,760 Speaker 2: the intro, is also the author of the book Taco Usa, 212 00:12:36,160 --> 00:12:40,600 Speaker 2: How Mexican Food Conquered America. While doing research for his book, 213 00:12:40,880 --> 00:12:44,960 Speaker 2: Gustavo uncovered the true origin of dorritos. 214 00:12:45,120 --> 00:12:49,240 Speaker 5: When I was doing my story about my book, Arch West, 215 00:12:49,840 --> 00:12:53,200 Speaker 5: executive with Frido La passed away and you see all 216 00:12:53,360 --> 00:12:57,480 Speaker 5: these obituaries, you know, the Los Angeles Times included MPR 217 00:12:57,600 --> 00:13:01,199 Speaker 5: saying that arch West was a man who invented Dorito's. 218 00:13:01,280 --> 00:13:03,920 Speaker 5: Where I'm like, let me investigate this a little bit, 219 00:13:04,480 --> 00:13:07,400 Speaker 5: and I turned out that it wasn't arch West. It 220 00:13:07,440 --> 00:13:10,600 Speaker 5: was actually the Morales family of Anaheim, who were pioneers 221 00:13:10,640 --> 00:13:12,960 Speaker 5: in their own way in southern California with a brand 222 00:13:12,960 --> 00:13:16,680 Speaker 5: of tamalis called Excellent Tomali's. They told me the story, 223 00:13:16,760 --> 00:13:19,840 Speaker 5: they gave documents to me. I confirmed the story with 224 00:13:19,920 --> 00:13:23,280 Speaker 5: Kalida Doolan, who's the daughter of Elmer Doolin. 225 00:13:23,880 --> 00:13:28,439 Speaker 2: But even Gustavo didn't think of investigating. Richard's story was just. 226 00:13:28,520 --> 00:13:31,960 Speaker 5: So again, it was such a feel good story. I'm like, eh, 227 00:13:32,000 --> 00:13:34,160 Speaker 5: I don't need to confirm it. It really was just 228 00:13:34,240 --> 00:13:36,480 Speaker 5: bad reporting. On my part, I don't know if I 229 00:13:36,480 --> 00:13:39,120 Speaker 5: would have discovered the way Sam Sam d and my 230 00:13:39,160 --> 00:13:42,080 Speaker 5: colleague did discover the whole cheese met But I should 231 00:13:42,120 --> 00:13:45,200 Speaker 5: have asked questions everything else. I asked questions for flaming 232 00:13:45,200 --> 00:13:45,840 Speaker 5: hot Cheetos. 233 00:13:45,920 --> 00:13:46,280 Speaker 8: I did it. 234 00:13:46,880 --> 00:13:50,160 Speaker 2: And continuing with our journey into the interesting history of 235 00:13:50,200 --> 00:13:53,120 Speaker 2: the Friedo l a company, in the late nineteen sixties, 236 00:13:53,360 --> 00:13:55,199 Speaker 2: they create the Friedo Bendido. 237 00:13:55,480 --> 00:14:01,080 Speaker 7: Hello, Genior, I am de Frito Bandido. Oh don't, I 238 00:14:01,120 --> 00:14:04,240 Speaker 7: am not going to steal your fritos Orange Chiefs. I 239 00:14:04,360 --> 00:14:08,360 Speaker 7: buy him from you, okay. See, I give you a sealver, 240 00:14:09,400 --> 00:14:13,680 Speaker 7: No sealver. Okay, I give you gold you know, like 241 00:14:13,760 --> 00:14:19,440 Speaker 7: golden neither and maybe you lin better some late citizens 242 00:14:19,480 --> 00:14:20,680 Speaker 7: protect yourselves. 243 00:14:20,800 --> 00:14:25,680 Speaker 2: The Freedo Bandido was a short, fat, gun carrying Mexican 244 00:14:25,800 --> 00:14:30,880 Speaker 2: thief or bandido in Spanish, who had a thick mustache 245 00:14:30,960 --> 00:14:34,600 Speaker 2: and even thicker Mexican accent and threatened to steal your 246 00:14:34,640 --> 00:14:40,640 Speaker 2: fritos at gunpoint. Richard and I remember that character pretty well. 247 00:14:41,360 --> 00:14:45,200 Speaker 2: I remember that when everybody started boycotting Fritos and the 248 00:14:45,200 --> 00:14:47,600 Speaker 2: Freedo because it was like you had to boycott because 249 00:14:47,640 --> 00:14:49,280 Speaker 2: it was the age of boycotts, you know. I mean 250 00:14:49,280 --> 00:14:51,680 Speaker 2: it was the United Farmworkers. We were boycotting grapes, and 251 00:14:51,720 --> 00:14:53,080 Speaker 2: then all of a sudden it was like, and now 252 00:14:53,120 --> 00:14:56,600 Speaker 2: you got to boycott Fritos, and you can't eat Fritos 253 00:14:56,640 --> 00:14:59,160 Speaker 2: and you should not at all, like the Freedo Bandido, 254 00:14:59,200 --> 00:15:01,640 Speaker 2: and it's just like, oh, as a kid, it's a 255 00:15:01,680 --> 00:15:02,400 Speaker 2: little confusing. 256 00:15:02,920 --> 00:15:07,240 Speaker 1: There wasn't anything about Latina, so you know, I would 257 00:15:07,240 --> 00:15:09,720 Speaker 1: take whatever was out you know, I loved Speedy Gonzales. 258 00:15:09,840 --> 00:15:13,320 Speaker 1: I was never offended, but I didn't know what discrimination was. 259 00:15:13,360 --> 00:15:16,440 Speaker 1: It's just we took whatever was out there. The TV shows, 260 00:15:16,480 --> 00:15:19,080 Speaker 1: you know, everybody was, you know, was wide and all 261 00:15:19,120 --> 00:15:21,040 Speaker 1: the dads were in a suit and all the moms 262 00:15:21,040 --> 00:15:23,200 Speaker 1: were in dresses, and then you know, I'd look at 263 00:15:23,200 --> 00:15:27,240 Speaker 1: my dad and you know, he'd be completely third in uniforms. 264 00:15:27,360 --> 00:15:30,080 Speaker 1: It was hard to understand. It was hard to understand. 265 00:15:30,120 --> 00:15:31,840 Speaker 1: So we took whatever would come our way. 266 00:15:32,400 --> 00:15:36,320 Speaker 2: The Freedo Bandido didn't last long as the Freido Lay mascot, though. 267 00:15:36,640 --> 00:15:40,000 Speaker 2: By nineteen seventy one, only four years after the Bandido 268 00:15:40,160 --> 00:15:44,760 Speaker 2: first appeared, the Mexican American Anti Defamation Committee filed a 269 00:15:44,880 --> 00:15:48,080 Speaker 2: multi million dollar lawsuit and was able to push the 270 00:15:48,080 --> 00:15:52,200 Speaker 2: Friedo l Company to abandon their Freedo Bandido campaign, arguing 271 00:15:52,200 --> 00:15:57,280 Speaker 2: that the character portrayed Chicanos and Mexicans as lazy, thieving people. 272 00:16:00,880 --> 00:16:04,320 Speaker 2: Coming up on Latino USA, we continue our conversation with 273 00:16:04,480 --> 00:16:08,320 Speaker 2: Richard Montagnes, and we also speak to two people on 274 00:16:08,440 --> 00:17:01,760 Speaker 2: opposite sides of the Flaming Hot Cheetos fiasco. Stay with us, notes, Hey, 275 00:17:01,760 --> 00:17:04,280 Speaker 2: we're back. In the first part of our story. We 276 00:17:04,320 --> 00:17:08,600 Speaker 2: heard about Richard Montagnes's initial shock with the La Times piece. 277 00:17:09,119 --> 00:17:11,119 Speaker 2: Now we're gonna hear from people who came to his 278 00:17:11,160 --> 00:17:14,560 Speaker 2: defense or didn't. We're also going to check in with 279 00:17:14,600 --> 00:17:19,320 Speaker 2: Sam Dean, the author of that La Times piece. Since 280 00:17:19,440 --> 00:17:24,719 Speaker 2: their inception, hot Cheetohs have become a widespread cultural phenomenon. 281 00:17:25,160 --> 00:17:27,960 Speaker 2: There have even been songs named after the stack. 282 00:17:28,680 --> 00:17:32,800 Speaker 8: Hatzi shackis, Hatzio shackies, I'll take. 283 00:17:32,680 --> 00:17:37,680 Speaker 2: It enough of this stack, And they've gone from being 284 00:17:37,880 --> 00:17:40,879 Speaker 2: just a snack to being a symbol of urban black 285 00:17:40,920 --> 00:17:44,520 Speaker 2: and brown culture and Richard Montagnees, along with the myth 286 00:17:44,760 --> 00:17:49,040 Speaker 2: surrounding his rags to Rich's story, was effectively turned into 287 00:17:49,080 --> 00:17:52,840 Speaker 2: a folk icon by the Mexican American community in Los Angeles. 288 00:17:53,560 --> 00:17:56,479 Speaker 2: That is, until The La Times decided to follow an 289 00:17:56,480 --> 00:18:00,320 Speaker 2: anonymous tip that stated that Richard's claim to fame was 290 00:18:00,440 --> 00:18:04,320 Speaker 2: nothing more than that a myth. One of the strongest 291 00:18:04,400 --> 00:18:08,840 Speaker 2: voices that rallied to Richard's defense was Rachel Reyes, a 292 00:18:08,880 --> 00:18:12,439 Speaker 2: community organizer from Los Angeles. Rachel, who we heard from 293 00:18:12,480 --> 00:18:14,960 Speaker 2: briefly at the beginning of the show, wrote an op 294 00:18:15,119 --> 00:18:19,560 Speaker 2: ed titled Hot Cheetos Are Los Angeles. It was published 295 00:18:19,880 --> 00:18:23,359 Speaker 2: by knock LA, a nonprofit community journalism project. 296 00:18:23,920 --> 00:18:27,480 Speaker 6: It felt so personal to my own understanding of myself 297 00:18:28,400 --> 00:18:32,040 Speaker 6: as a Mexican person, but also as an Angelino. They 298 00:18:32,200 --> 00:18:34,320 Speaker 6: never write about us, and when they do, this is 299 00:18:34,440 --> 00:18:37,000 Speaker 6: what we got and all of the things that you 300 00:18:37,119 --> 00:18:40,320 Speaker 6: could find to write about in the city. This is 301 00:18:40,440 --> 00:18:43,560 Speaker 6: a dynamic, vibrant city full of so many stories that 302 00:18:43,640 --> 00:18:44,639 Speaker 6: needs to be told. 303 00:18:45,000 --> 00:18:46,920 Speaker 10: And this is what they chose to focus on. 304 00:18:47,640 --> 00:18:51,679 Speaker 2: For Rachel, Richard's story is reflective of so many others 305 00:18:51,760 --> 00:18:54,920 Speaker 2: that she often hears as a labor rights organizer in 306 00:18:55,080 --> 00:18:59,800 Speaker 2: Los Angeles County, stories of hard working Latinos and Latinas 307 00:19:00,280 --> 00:19:03,040 Speaker 2: who put in the extra hours to gain some level 308 00:19:03,080 --> 00:19:06,920 Speaker 2: of respect from their employers. Only to continue to be 309 00:19:07,119 --> 00:19:09,600 Speaker 2: undervalued and underappreciated. 310 00:19:10,080 --> 00:19:12,000 Speaker 10: Ooh, and I'm going to try to not get emotional. 311 00:19:14,640 --> 00:19:17,680 Speaker 6: It's so silly, right because, like it's the subject is 312 00:19:17,720 --> 00:19:18,280 Speaker 6: odd cheetohs. 313 00:19:18,320 --> 00:19:20,040 Speaker 10: But it's so much more than that, you know. 314 00:19:20,119 --> 00:19:21,800 Speaker 6: I do think about how hard my dad has worked 315 00:19:22,240 --> 00:19:25,760 Speaker 6: in non union jobs his entire life and has had 316 00:19:25,840 --> 00:19:28,680 Speaker 6: no protections, but has gone into work every day and 317 00:19:28,800 --> 00:19:32,000 Speaker 6: worked so hard and has given everything. 318 00:19:34,320 --> 00:19:37,480 Speaker 10: You know, Richard talks a lot about how hard he. 319 00:19:37,600 --> 00:19:40,840 Speaker 6: Worked mopping floors and mopping them twice and just doing 320 00:19:41,359 --> 00:19:43,879 Speaker 6: doing a really good job and having that work ethic. 321 00:19:44,600 --> 00:19:46,919 Speaker 6: And that's something that's taught a lot in our communities, 322 00:19:47,400 --> 00:19:50,800 Speaker 6: and that's what I grew up with, and that's what 323 00:19:50,880 --> 00:19:54,159 Speaker 6: I hear in his story. I hear the importance of 324 00:19:54,280 --> 00:19:57,800 Speaker 6: hard work and a strong work ethic, and so to 325 00:19:57,920 --> 00:20:04,320 Speaker 6: have that being diminished by a white reporter really clearly 326 00:20:04,560 --> 00:20:06,320 Speaker 6: struck a nerve in me. 327 00:20:07,480 --> 00:20:11,399 Speaker 2: Here's a disclaimer for you. Rachel Rey is used to 328 00:20:11,520 --> 00:20:15,359 Speaker 2: date Sam Dean, the reporter who wrote the La Times piece. 329 00:20:16,040 --> 00:20:18,720 Speaker 6: So it upsets me because it reminds me of so 330 00:20:18,800 --> 00:20:21,399 Speaker 6: many of the stories that I heard growing up. The 331 00:20:21,480 --> 00:20:23,639 Speaker 6: ways you have to do things to get recognition and 332 00:20:23,720 --> 00:20:27,399 Speaker 6: respect in the workplace that often go completely unnoticed, and 333 00:20:27,600 --> 00:20:30,679 Speaker 6: finally someone's hard work was noticed. 334 00:20:31,640 --> 00:20:34,040 Speaker 10: So yeah, we want to hold on to that story. 335 00:20:34,800 --> 00:20:37,959 Speaker 2: Gusta bo Arellano felt that the backlash that came from 336 00:20:38,000 --> 00:20:41,920 Speaker 2: the Latino community towards the La Times and against him 337 00:20:42,040 --> 00:20:47,440 Speaker 2: too personally. He said, it was actually largely misdirected. 338 00:20:48,040 --> 00:20:50,880 Speaker 5: I understand we do not have the best reputation when 339 00:20:50,920 --> 00:20:54,359 Speaker 5: it comes to treating Latino writers right or even covering 340 00:20:54,440 --> 00:20:56,720 Speaker 5: Latino writers right. And I know this because I wrote 341 00:20:56,720 --> 00:21:00,000 Speaker 5: a whole history for our paper examining our pathetic life 342 00:21:00,080 --> 00:21:03,440 Speaker 5: legacy of both of those situations. But now I'm trying 343 00:21:03,480 --> 00:21:07,119 Speaker 5: to tell people like, look, I I'm telling you, as 344 00:21:07,200 --> 00:21:08,920 Speaker 5: a guy who wrote the book on Mexican food in 345 00:21:08,960 --> 00:21:12,120 Speaker 5: the United States, I believe this story. Then of course 346 00:21:12,359 --> 00:21:14,240 Speaker 5: people telling me, oh, you're trying to tear down a 347 00:21:14,280 --> 00:21:17,680 Speaker 5: successful Mexican and for me, I'm like, wow, this is 348 00:21:17,760 --> 00:21:20,120 Speaker 5: really insulting because it shows that no one read my book, 349 00:21:20,280 --> 00:21:22,520 Speaker 5: or no one even reads what I write. Because I 350 00:21:22,560 --> 00:21:26,480 Speaker 5: have an entire career of lifting up Latinos, especially Mexican 351 00:21:26,560 --> 00:21:30,200 Speaker 5: food entrepreneurs and in industry that has always just gone 352 00:21:30,240 --> 00:21:33,280 Speaker 5: after them. It was a total novella. I know, I 353 00:21:33,359 --> 00:21:35,240 Speaker 5: know it's a cliche to say, but it was a 354 00:21:35,320 --> 00:21:36,000 Speaker 5: total novella. 355 00:21:36,680 --> 00:21:39,960 Speaker 2: This takedown by a white male reporter at the La Times, 356 00:21:40,320 --> 00:21:43,240 Speaker 2: a legacy paper with a reputation of not always treating 357 00:21:43,280 --> 00:21:47,520 Speaker 2: the Latino community and its own Latino staff, fairly made 358 00:21:47,560 --> 00:21:51,159 Speaker 2: the article that much more in century for many, including Rachel. 359 00:21:51,680 --> 00:21:54,280 Speaker 6: You know, we're not at a place in our city 360 00:21:54,520 --> 00:21:57,560 Speaker 6: or in the world, frankly, where race isn't a problem, 361 00:21:58,600 --> 00:22:02,520 Speaker 6: where capitalism is in a problem, where workers' rights are 362 00:22:02,560 --> 00:22:06,320 Speaker 6: all good and everyone's happy. So the way those three 363 00:22:06,359 --> 00:22:10,440 Speaker 6: things intersect with this story are incredibly important, and the 364 00:22:10,520 --> 00:22:13,879 Speaker 6: fact that that wasn't made clear to anyone before they 365 00:22:14,000 --> 00:22:15,720 Speaker 6: hit publish is alarming. 366 00:22:19,200 --> 00:22:22,800 Speaker 2: For Gustavo, the need to publish this story was crystal clear. 367 00:22:23,040 --> 00:22:25,680 Speaker 5: I think the job of a news organization is go 368 00:22:26,080 --> 00:22:30,359 Speaker 5: after the story, whatever the story may be, no matter 369 00:22:30,480 --> 00:22:33,760 Speaker 5: how much blowback you might get. And I see why 370 00:22:33,880 --> 00:22:36,159 Speaker 5: people are like, why on earth did you spend so 371 00:22:36,320 --> 00:22:40,000 Speaker 5: many words on a flaming hot Cheetos story? But I 372 00:22:40,119 --> 00:22:43,920 Speaker 5: got to say, I think given the blowback that the 373 00:22:44,000 --> 00:22:47,280 Speaker 5: story received, you know why, Because this was something that 374 00:22:47,480 --> 00:22:50,000 Speaker 5: mattered to a lot of people. This was something that 375 00:22:50,240 --> 00:22:53,239 Speaker 5: was going to resonate. And if you're going to let 376 00:22:53,280 --> 00:22:56,800 Speaker 5: your emotions get in the way of facts, that says 377 00:22:56,920 --> 00:22:59,920 Speaker 5: more about you than it does about the paper that report. 378 00:23:00,560 --> 00:23:02,560 Speaker 5: So what does it say about us that we'd rather 379 00:23:02,720 --> 00:23:06,080 Speaker 5: prop up people took credit for junk food, We'd rather 380 00:23:06,160 --> 00:23:09,440 Speaker 5: prop them up as heroes than actual heroes. 381 00:23:17,280 --> 00:23:19,760 Speaker 2: All right, now, let's go back to my conversation with 382 00:23:19,960 --> 00:23:24,399 Speaker 2: Richard Montagnez, the guy who kind of started this all. So, 383 00:23:25,600 --> 00:23:29,680 Speaker 2: you know, it's interesting I think Latinos and Latinas and 384 00:23:30,040 --> 00:23:35,480 Speaker 2: Mexicans actually and Mexican immigrants, especially after the last presidency 385 00:23:35,920 --> 00:23:41,760 Speaker 2: of Donald Trump, that begins his campaign essentially attacking Mexican immigrants, 386 00:23:42,720 --> 00:23:48,520 Speaker 2: calling us, you know, basically the worst thieves, takers, in impostors, 387 00:23:48,640 --> 00:23:51,560 Speaker 2: liars in many ways, not using those words per se, 388 00:23:51,600 --> 00:23:56,240 Speaker 2: but implying. I think, and I wonder if how you 389 00:23:56,400 --> 00:23:58,359 Speaker 2: see the fact that you know, there's this kind of 390 00:23:58,520 --> 00:24:02,560 Speaker 2: feeling that we've been through a lot, and that Latinos 391 00:24:02,600 --> 00:24:07,680 Speaker 2: and Latinas and Latino immigrants have been attacked a lot. 392 00:24:09,040 --> 00:24:12,520 Speaker 2: And I'm wondering how you saw what happened to you, 393 00:24:13,520 --> 00:24:19,360 Speaker 2: which really was a very quick takedown in relation at all, 394 00:24:19,800 --> 00:24:22,600 Speaker 2: or maybe you didn't to this to the kind of 395 00:24:22,760 --> 00:24:25,760 Speaker 2: moment that we're living in, you know, just coming out 396 00:24:25,840 --> 00:24:28,879 Speaker 2: of and still you know, the narrative around immigrants and 397 00:24:28,960 --> 00:24:32,000 Speaker 2: Latinos and Latinas as takers is still very present. So 398 00:24:32,000 --> 00:24:34,560 Speaker 2: I'm wondering if you thought about what happened within that 399 00:24:35,240 --> 00:24:36,160 Speaker 2: larger context. 400 00:24:36,760 --> 00:24:42,680 Speaker 1: Yes, I did, and actually I thought about that before 401 00:24:42,720 --> 00:24:46,600 Speaker 1: this even happened. You know, something I was always thinking 402 00:24:46,640 --> 00:24:50,480 Speaker 1: about because again, you know, I was a child during 403 00:24:50,560 --> 00:24:53,840 Speaker 1: the civil rights movement of the sixties. That's also you know, 404 00:24:53,960 --> 00:24:58,200 Speaker 1: part of the reasons that you know, I had, you know, 405 00:24:58,320 --> 00:25:00,600 Speaker 1: shared some of the products that I created. I just thought, 406 00:25:00,800 --> 00:25:04,560 Speaker 1: you don't want to If people could see and taste 407 00:25:05,400 --> 00:25:08,639 Speaker 1: my culture, they will see and taste in my culture 408 00:25:08,960 --> 00:25:13,520 Speaker 1: is a beautiful, extravagant culture. That was the motive for 409 00:25:13,680 --> 00:25:15,880 Speaker 1: that was never about money, It was never about a promotion. 410 00:25:16,440 --> 00:25:19,359 Speaker 2: You know, as I was thinking about your story, I 411 00:25:19,480 --> 00:25:22,560 Speaker 2: started thinking about myths and myth building. And you know, 412 00:25:23,880 --> 00:25:26,840 Speaker 2: this country, the United States, is really in many ways 413 00:25:27,760 --> 00:25:32,159 Speaker 2: based on multiple myths. I mean, I'm steps away from 414 00:25:32,200 --> 00:25:34,320 Speaker 2: the Statue of Liberty and we say we're an immigrant 415 00:25:34,320 --> 00:25:36,560 Speaker 2: and refugee loving country. And then it's like, are we 416 00:25:37,480 --> 00:25:41,320 Speaker 2: you know, or the myth that Columbus quote unquote discovered 417 00:25:41,480 --> 00:25:44,720 Speaker 2: America or you know that Thanksgiving with this you know, 418 00:25:44,840 --> 00:25:47,639 Speaker 2: family dinner between indigenous people and the Pilgrims, you know. 419 00:25:48,480 --> 00:25:50,840 Speaker 2: And also there's the myth of the American dream, which 420 00:25:50,880 --> 00:25:55,520 Speaker 2: your story really kind of affirmed. There is the absolute 421 00:25:55,600 --> 00:25:57,920 Speaker 2: factual truth that you started as a janitor and you 422 00:25:58,240 --> 00:26:02,159 Speaker 2: end up at a very high level, But there is 423 00:26:02,240 --> 00:26:05,040 Speaker 2: this question of mythology in our country, and there's a 424 00:26:05,080 --> 00:26:09,280 Speaker 2: lot of myth even as a salesperson. I mean, am 425 00:26:09,320 --> 00:26:11,400 Speaker 2: I right? Like in order to do sales and you're 426 00:26:11,560 --> 00:26:13,920 Speaker 2: you know, you're in marketing and sales, there's a lot 427 00:26:13,960 --> 00:26:17,119 Speaker 2: of myth that comes with that, Am I right? I 428 00:26:17,200 --> 00:26:19,800 Speaker 2: don't know about that well, because some people are saying 429 00:26:19,880 --> 00:26:22,840 Speaker 2: that in part of your story there's a certain mythology 430 00:26:22,920 --> 00:26:25,760 Speaker 2: and that you know that it could have existed on 431 00:26:25,880 --> 00:26:28,560 Speaker 2: its own. I mean, have you thought about it within 432 00:26:28,640 --> 00:26:29,240 Speaker 2: that context? 433 00:26:30,320 --> 00:26:30,359 Speaker 7: No? 434 00:26:30,720 --> 00:26:33,119 Speaker 1: No, I mean I know what I did. I know uh, 435 00:26:35,440 --> 00:26:38,200 Speaker 1: what I accomplish. You know, I know how long it 436 00:26:38,280 --> 00:26:40,520 Speaker 1: took me to get to where I'm at. 437 00:26:41,600 --> 00:26:43,159 Speaker 2: And no, I mean. 438 00:26:45,200 --> 00:26:48,280 Speaker 1: Not at all I'm just, uh, you know, just telling 439 00:26:48,480 --> 00:26:52,280 Speaker 1: people what I did, and it's up to people to, 440 00:26:53,359 --> 00:26:55,400 Speaker 1: you know, choose whether they believe it or not. I'm 441 00:26:55,480 --> 00:26:58,359 Speaker 1: not going to you know, defend myself against things like that. 442 00:26:58,760 --> 00:27:01,440 Speaker 1: I can't be It'll be never ending. 443 00:27:03,400 --> 00:27:03,720 Speaker 7: Hmmm. 444 00:27:04,440 --> 00:27:06,880 Speaker 2: I mean, you did go on Instagram and you basically said, hey, 445 00:27:07,920 --> 00:27:10,320 Speaker 2: make sure you keep your receipts, right, What did you 446 00:27:10,440 --> 00:27:11,040 Speaker 2: mean exactly? 447 00:27:12,000 --> 00:27:15,480 Speaker 1: I said, write down your history, because if you don't, 448 00:27:15,560 --> 00:27:18,280 Speaker 1: somebody else will, you know, So I want to make 449 00:27:18,320 --> 00:27:21,680 Speaker 1: sure that young people, you know, hey, learn from this situation. 450 00:27:22,640 --> 00:27:26,040 Speaker 1: You know, write everything down, Write your history down. It's 451 00:27:26,080 --> 00:27:29,680 Speaker 1: your life. It's a little difficult when somebody else is 452 00:27:29,760 --> 00:27:31,960 Speaker 1: trying to write the history on how you live when 453 00:27:32,240 --> 00:27:33,240 Speaker 1: you were the one that was there. 454 00:27:34,720 --> 00:27:37,560 Speaker 2: So I'm wondering how you feel about what happened in 455 00:27:37,720 --> 00:27:42,360 Speaker 2: terms of the corporate response. First, there were twenty years 456 00:27:42,400 --> 00:27:45,360 Speaker 2: where basically they didn't say much, you know, one way 457 00:27:45,440 --> 00:27:47,480 Speaker 2: or another. Then it seems that they were kind of 458 00:27:47,600 --> 00:27:50,200 Speaker 2: refuting what you were saying. And then they were like, well, 459 00:27:50,280 --> 00:27:53,880 Speaker 2: actually kind of it's everything is okay, It's yeah, he's 460 00:27:54,080 --> 00:27:56,639 Speaker 2: part of it actually in general, and it's all kind 461 00:27:56,680 --> 00:28:00,240 Speaker 2: of murky and this is you know these are a again, 462 00:28:00,359 --> 00:28:03,480 Speaker 2: you love the you love the corporation, you love the company. 463 00:28:04,600 --> 00:28:07,840 Speaker 2: What's your understanding of how they've handled this? And they're 464 00:28:08,520 --> 00:28:09,639 Speaker 2: their own murkiness. 465 00:28:10,880 --> 00:28:14,119 Speaker 1: Well, I haven't had any communication with them, so just 466 00:28:14,240 --> 00:28:17,440 Speaker 1: been whatever you've read. I've read the same thing. But 467 00:28:17,760 --> 00:28:21,680 Speaker 1: all I can say is forty two years you know, 468 00:28:21,800 --> 00:28:25,680 Speaker 1: the people that were there were not there anymore. So 469 00:28:25,800 --> 00:28:27,680 Speaker 1: I don't know. I mean the CEO that was there, 470 00:28:28,359 --> 00:28:31,560 Speaker 1: you know, in his own words, came out and defended, 471 00:28:31,720 --> 00:28:34,159 Speaker 1: So I don't. I can't answer that because I was 472 00:28:34,240 --> 00:28:35,639 Speaker 1: just reading what you were reading. 473 00:28:35,720 --> 00:28:38,560 Speaker 2: So so let me just be clear. Richard. So you've 474 00:28:38,600 --> 00:28:41,160 Speaker 2: had no communication with PEPSI COO at all since the 475 00:28:41,320 --> 00:28:45,400 Speaker 2: La Times article came out. No, you like haven't said, 476 00:28:45,560 --> 00:28:47,920 Speaker 2: like gotten in touch and said, hey, why are you 477 00:28:48,000 --> 00:28:51,720 Speaker 2: discrediting me? No, you didn't. You didn't pick up the 478 00:28:51,760 --> 00:28:53,520 Speaker 2: phone and have an angry chat. 479 00:28:54,040 --> 00:28:54,080 Speaker 9: No. 480 00:28:54,400 --> 00:28:56,880 Speaker 1: No, But I know that there's a reconciliation coming, you know. 481 00:28:56,920 --> 00:28:59,760 Speaker 1: I know that we're going to reconcile. I mean, you know, 482 00:29:00,080 --> 00:29:02,520 Speaker 1: bring closure to this. I don't have the facts. I 483 00:29:02,560 --> 00:29:04,520 Speaker 1: don't have the facts of what this reporter was doing. 484 00:29:04,520 --> 00:29:06,560 Speaker 1: I don't have any of that, you know, so I'm 485 00:29:06,840 --> 00:29:07,840 Speaker 1: trying to figure this out. 486 00:29:08,880 --> 00:29:12,880 Speaker 2: So it breaks my heart to have to ask this question, 487 00:29:13,040 --> 00:29:17,000 Speaker 2: because I will admit there have been times in my 488 00:29:17,120 --> 00:29:21,960 Speaker 2: life when eating cheetos really brought me a tremendous amount 489 00:29:21,960 --> 00:29:27,760 Speaker 2: of comfort. But and you know this Richard, like cheetos 490 00:29:27,800 --> 00:29:32,560 Speaker 2: are probably an all processed food, are probably the worst 491 00:29:32,600 --> 00:29:35,320 Speaker 2: things that we can eat. And there's been this kind 492 00:29:35,320 --> 00:29:41,160 Speaker 2: of like you know, the story, your story. It was 493 00:29:41,200 --> 00:29:43,240 Speaker 2: a beautiful story to in fact help sell this. It 494 00:29:43,320 --> 00:29:45,880 Speaker 2: was like, look, this Latino man helped create hot Cheetos, 495 00:29:46,320 --> 00:29:48,320 Speaker 2: you know, so you can you know, as you're a 496 00:29:48,400 --> 00:29:51,680 Speaker 2: Latino or you know, because this is very popular in 497 00:29:51,760 --> 00:29:54,960 Speaker 2: Latino black and brown communities, you can feel better because 498 00:29:54,960 --> 00:29:56,960 Speaker 2: it was kind of made by a Latino. It was 499 00:29:57,040 --> 00:30:00,120 Speaker 2: created by a Latino. But you know in Mexico, Co 500 00:30:01,120 --> 00:30:05,280 Speaker 2: where Cheetos and hot Cheetos sell like a lot. You know, 501 00:30:05,480 --> 00:30:08,840 Speaker 2: obesity is one of the number one is you know, 502 00:30:09,120 --> 00:30:12,360 Speaker 2: causes of death in the United States. It's number one 503 00:30:12,400 --> 00:30:15,600 Speaker 2: health problem in the United States, is you know, diabetes, 504 00:30:15,720 --> 00:30:17,680 Speaker 2: obesity in our community. 505 00:30:17,760 --> 00:30:18,040 Speaker 9: And so. 506 00:30:19,600 --> 00:30:22,280 Speaker 2: You know, I'm as a Christian, I guess I'm wondering 507 00:30:22,360 --> 00:30:24,800 Speaker 2: you do you do you have those moments where you're like, wow, Okay, 508 00:30:24,920 --> 00:30:26,880 Speaker 2: there is a there is this great story here, But 509 00:30:28,200 --> 00:30:31,600 Speaker 2: what am I really selling to my people, to our people? 510 00:30:32,800 --> 00:30:35,200 Speaker 1: If you look at the life of a Latino, I 511 00:30:35,280 --> 00:30:37,360 Speaker 1: think that we all have to be very, very careful 512 00:30:37,400 --> 00:30:39,480 Speaker 1: because one of my favorite food two of my favorite 513 00:30:39,480 --> 00:30:43,400 Speaker 1: food is carnita's and menudos, you know, and as I 514 00:30:43,480 --> 00:30:46,880 Speaker 1: got older, I realized I just can't have that anymore, 515 00:30:47,240 --> 00:30:49,040 Speaker 1: you know, I mean just just a little you know, 516 00:30:49,160 --> 00:30:52,200 Speaker 1: tiny little bowl, a little you know, want tako, the 517 00:30:52,320 --> 00:30:54,480 Speaker 1: carnitas and things like that. So I learned, you know, 518 00:30:54,680 --> 00:30:57,400 Speaker 1: in moderation, and I think that's what we had to 519 00:30:58,160 --> 00:31:01,760 Speaker 1: you know, we need to do is educate anyone who 520 00:31:01,880 --> 00:31:05,880 Speaker 1: has snacks and moderation and take care of yourself. 521 00:31:05,920 --> 00:31:06,080 Speaker 5: You know. 522 00:31:06,360 --> 00:31:08,560 Speaker 1: Of course that's my that's a big concern for me. 523 00:31:08,920 --> 00:31:11,120 Speaker 1: Be careful how many you eat, you know, don't go around, 524 00:31:11,160 --> 00:31:13,480 Speaker 1: you know, don't let it be you know, breakfast, lunch, 525 00:31:13,560 --> 00:31:16,600 Speaker 1: and dinner. Absolutely not. And I think we know more 526 00:31:16,680 --> 00:31:19,720 Speaker 1: now than we did thirty years ago. You know, every 527 00:31:19,880 --> 00:31:22,080 Speaker 1: everything was about a snack, and everything you went into 528 00:31:22,160 --> 00:31:25,719 Speaker 1: the store was a snack, and I wish that they 529 00:31:25,760 --> 00:31:28,760 Speaker 1: were completely you know, one hundred percent healthy. 530 00:31:30,000 --> 00:31:32,760 Speaker 2: So you don't mean you don't feel some guilt I 531 00:31:32,840 --> 00:31:33,880 Speaker 2: mean that lover to that. 532 00:31:34,360 --> 00:31:37,120 Speaker 1: No, not at all. No, so many guilt. I mean, well, 533 00:31:37,480 --> 00:31:41,040 Speaker 1: guilt for what, well, for helping. 534 00:31:40,840 --> 00:31:44,240 Speaker 2: To create something that is like, you know, got some 535 00:31:45,120 --> 00:31:48,360 Speaker 2: weird colored powdered stuff that stays on your fingers. 536 00:31:48,440 --> 00:31:48,800 Speaker 8: I mean it. 537 00:31:48,920 --> 00:31:51,760 Speaker 2: You know it can't necessarily be good for you, you know, 538 00:31:51,840 --> 00:31:53,480 Speaker 2: I mean it's not like eating Unelotte. 539 00:31:54,440 --> 00:31:57,240 Speaker 1: Well, I think that would be a question for every 540 00:31:57,360 --> 00:31:59,520 Speaker 1: person that ever invented it in there. I mean her, 541 00:31:59,600 --> 00:32:03,720 Speaker 1: she's Eminem's cupcakes, every Latino chef that you know, the 542 00:32:03,760 --> 00:32:06,320 Speaker 1: guy that created Taco's, the guy that created burritos. You know, 543 00:32:07,880 --> 00:32:10,760 Speaker 1: I think we just have to educate ourselves. I mean 544 00:32:11,240 --> 00:32:17,400 Speaker 1: my mom, she was still cooking with Monteca until the 545 00:32:17,480 --> 00:32:19,920 Speaker 1: day she passed away. That wasn't going to change, you know, 546 00:32:20,000 --> 00:32:22,760 Speaker 1: she was she was making But you know, when you 547 00:32:22,880 --> 00:32:27,240 Speaker 1: have Monteca, I mean great, oh Jesus. 548 00:32:27,360 --> 00:32:27,560 Speaker 6: Yeah. 549 00:32:27,800 --> 00:32:30,240 Speaker 1: And then you know, as a child, you know it 550 00:32:30,400 --> 00:32:34,040 Speaker 1: was the one you know my grandmother. Would you know 551 00:32:34,120 --> 00:32:35,600 Speaker 1: she taught me how to drink coffee? 552 00:32:36,560 --> 00:32:38,560 Speaker 2: Yeah, go on, you to go to sleep. 553 00:32:38,880 --> 00:32:41,400 Speaker 1: I think we have you know to really you know, 554 00:32:41,480 --> 00:32:43,160 Speaker 1: and I get what you're saying, but I think it's 555 00:32:43,200 --> 00:32:46,440 Speaker 1: going to take a huge change on how do we 556 00:32:46,600 --> 00:32:49,720 Speaker 1: teach our culture that you know, some of the food 557 00:32:49,800 --> 00:32:52,160 Speaker 1: for us is needs to be in moderation. 558 00:32:54,240 --> 00:32:57,560 Speaker 2: We reached out to Sam Dean, the La Times reporter 559 00:32:57,960 --> 00:33:02,200 Speaker 2: who did the story about the whole cheeto's controversy. He 560 00:33:02,480 --> 00:33:04,800 Speaker 2: didn't want to be taped, but he did agree to 561 00:33:04,840 --> 00:33:08,760 Speaker 2: answer our questions In writing. He told us that he 562 00:33:08,840 --> 00:33:12,680 Speaker 2: had regrets about the final version of his story. Mostly 563 00:33:12,960 --> 00:33:16,960 Speaker 2: he said he wished he had quote pushed to include 564 00:33:17,000 --> 00:33:22,240 Speaker 2: the section on Frido Lay's history of exploitation and appropriation unquote. 565 00:33:24,000 --> 00:33:28,880 Speaker 2: But Sam still stands by his reporting, saying the following quote. 566 00:33:29,400 --> 00:33:32,200 Speaker 2: As journalists, we have an obligation to report the facts 567 00:33:32,240 --> 00:33:34,640 Speaker 2: and share them with the public. Once it was clear 568 00:33:34,720 --> 00:33:39,000 Speaker 2: that mister Montagniels's widely known and repeated story was not correct, 569 00:33:39,520 --> 00:33:41,640 Speaker 2: and that it was going to become even more widely 570 00:33:41,760 --> 00:33:44,520 Speaker 2: known through the upcoming book and movie, I wanted to 571 00:33:44,640 --> 00:33:54,920 Speaker 2: set the record straight unquote. As for Rachel Reyes, she 572 00:33:55,040 --> 00:33:58,960 Speaker 2: says she's going to continue to support Richard Montagniel's despite 573 00:33:59,200 --> 00:33:59,840 Speaker 2: the La Times. 574 00:34:00,680 --> 00:34:03,080 Speaker 6: Yeah, and I pre ordered his book and I'm gonna 575 00:34:03,080 --> 00:34:05,560 Speaker 6: go see the movie. And I was not intending on 576 00:34:05,720 --> 00:34:10,080 Speaker 6: doing either of those things before this article was released, 577 00:34:10,440 --> 00:34:12,680 Speaker 6: but now it almost feels like I have to. 578 00:34:13,160 --> 00:34:15,080 Speaker 10: I have to go support my boy Richard. 579 00:34:15,840 --> 00:34:19,239 Speaker 2: And though he personally doesn't believe that Richard Montagnez is 580 00:34:19,320 --> 00:34:23,360 Speaker 2: the true inventor of the hot cheeto, Gusta from the 581 00:34:23,480 --> 00:34:28,520 Speaker 2: La Times doesn't contest Richard's rag to Rich's story. And 582 00:34:28,680 --> 00:34:32,919 Speaker 2: this is what really strikes me. The rags of Riches 583 00:34:32,960 --> 00:34:33,759 Speaker 2: story is still there. 584 00:34:34,080 --> 00:34:38,759 Speaker 5: Even Sam's story never cast doubt on Richard's story, the 585 00:34:38,840 --> 00:34:41,239 Speaker 5: fact that he was a janitor, he was a guy 586 00:34:41,280 --> 00:34:44,359 Speaker 5: who didn't finish high school. He did turn himself into 587 00:34:44,480 --> 00:34:47,120 Speaker 5: this big wig at Free de la PepsiCo, you know, 588 00:34:47,160 --> 00:34:50,880 Speaker 5: the whole corporation. That he's this motivational speaker. No one 589 00:34:50,960 --> 00:34:53,040 Speaker 5: denies him that. I still think it's a great story. 590 00:34:53,360 --> 00:34:55,760 Speaker 5: It totally is, and it's a story that people should 591 00:34:55,840 --> 00:34:58,560 Speaker 5: celebrate as like, hey, here's a guy who came from 592 00:34:58,640 --> 00:35:00,840 Speaker 5: next to nothing. I think we need stories like that. 593 00:35:01,760 --> 00:35:04,359 Speaker 2: We reached out to Fridole several times, but they did 594 00:35:04,480 --> 00:35:08,000 Speaker 2: not give us any comment for this piece. For his part, 595 00:35:08,120 --> 00:35:11,600 Speaker 2: Richard Mondagie says that he just wants to be at peace. 596 00:35:12,680 --> 00:35:15,279 Speaker 2: So are you in the process of forgiving Fredo lay 597 00:35:16,000 --> 00:35:17,480 Speaker 2: you say you want to be at peace, and so 598 00:35:17,560 --> 00:35:19,960 Speaker 2: I'm just trying to understand, like, are you and are 599 00:35:20,000 --> 00:35:23,120 Speaker 2: you like forgive move on or I'm waiting for you 600 00:35:23,239 --> 00:35:23,680 Speaker 2: to call me. 601 00:35:24,560 --> 00:35:27,400 Speaker 1: I forgive anyone who said anything bad, whether you like 602 00:35:27,440 --> 00:35:30,680 Speaker 1: me or not. I'm on record. I forgive you. I 603 00:35:30,920 --> 00:35:32,920 Speaker 1: hope the best for you. I hope God blesses you 604 00:35:33,120 --> 00:35:34,240 Speaker 1: with such great success. 605 00:35:36,360 --> 00:35:38,360 Speaker 2: Well, thank you so much for spending some time with me. 606 00:35:38,560 --> 00:35:39,920 Speaker 2: We really appreciate it. Richard. 607 00:35:40,480 --> 00:35:42,279 Speaker 1: Oh, thank you. It was a pleasure to be with you. 608 00:35:44,000 --> 00:35:48,160 Speaker 2: Richard's latest book, Flaming Hot, The incredible true story of 609 00:35:48,280 --> 00:35:52,399 Speaker 2: one man's rise from janitor to top executive, came out 610 00:35:52,560 --> 00:36:06,680 Speaker 2: June fifteenth. This episode was produced by Emil se Quiros 611 00:36:06,760 --> 00:36:10,359 Speaker 2: and edited by Andrea Lopez Crusado. The Latino USA team 612 00:36:10,440 --> 00:36:15,080 Speaker 2: includes Marta Martinez, Mike Sargent, Julia Ta Martinelli, Victori Estrada, 613 00:36:15,280 --> 00:36:19,920 Speaker 2: Ginni Montalbo, Alejandra Salasad Rinaldo, Leanos Junior, and Julia Rocha, 614 00:36:20,160 --> 00:36:23,359 Speaker 2: with help from Raul Perez. Our editorial director is Julio 615 00:36:23,440 --> 00:36:27,120 Speaker 2: Ricardo Barela. Our engineers are Stephanie Lebau, Julia Caruso and 616 00:36:27,239 --> 00:36:30,200 Speaker 2: Lea Shaw Demaran, with help this week from Gabriela Bayez. 617 00:36:30,640 --> 00:36:33,680 Speaker 2: Our digital editor is Luis Luna. Our New York Women's 618 00:36:33,760 --> 00:36:37,000 Speaker 2: Foundation Ignite fellow is Mari esqu Inca. Our intern is 619 00:36:37,080 --> 00:36:40,720 Speaker 2: Oscarde Leon. Our theme music was composed by Zee RINOs. 620 00:36:41,239 --> 00:36:42,880 Speaker 2: If you like the music you heard on this episode, 621 00:36:42,880 --> 00:36:45,880 Speaker 2: stop by Latinousa dot org and check out our weekly 622 00:36:46,000 --> 00:36:49,520 Speaker 2: Spotify playlist. I'm your host and executive producer Maria no Josa. 623 00:36:49,880 --> 00:36:52,240 Speaker 2: Join us again on our next episode, and in the meantime, 624 00:36:52,680 --> 00:36:54,960 Speaker 2: look for us on all of your social media. I'll 625 00:36:55,000 --> 00:36:56,040 Speaker 2: see you there. II. 626 00:36:59,600 --> 00:36:59,960 Speaker 10: Let's see. 627 00:37:00,000 --> 00:37:03,719 Speaker 3: We Know USA is made possible in part by the 628 00:37:03,840 --> 00:37:10,200 Speaker 3: Heising Simons Foundation, unlocking knowledge, opportunity and possibilities. More at 629 00:37:10,480 --> 00:37:16,080 Speaker 3: hsfoundation dot org. W K Kellogg Foundation, a partner with 630 00:37:16,200 --> 00:37:22,840 Speaker 3: communities where children Come First, and the Ford Foundation, working 631 00:37:22,920 --> 00:37:26,480 Speaker 3: with visionaries on the front lines of social change worldwide. 632 00:37:30,160 --> 00:37:35,560 Speaker 2: Is that a FETA complete? Thanks everybody, I'm Maria Noojosa. 633 00:37:35,840 --> 00:37:39,800 Speaker 2: Next time on Latin USA, we go to the Dominican Republic, 634 00:37:40,120 --> 00:37:43,520 Speaker 2: where women's rights activists are urgently demanding an end to 635 00:37:43,640 --> 00:37:49,320 Speaker 2: the nation's total abortion ban. That's next time on Latin USA.