In the year when history Air Jordan and the game phenomenon tetris arrived at the cinema, could not help but be an even more curious story. Flamin’ Hot: A Tale of Spicy Cheetos tells how Richard Montañez, a janitor in Frito lay, took its Mexican origins to flip the common snack. Starting with the neutral taste of potatoes, he achieved such a delicious combination of spices that it changed the world of the food industry and became a universal event.
However, unlike other studies of well-known brands, Flamin’ Hot: A Tale of Spicy Cheetos has a clear ethnic interest. Directed by Eva Longoria in her behind-the-scenes debut, the film focuses on family heritage. At the same time, the way it can be the key to success. Something he delved into in an interview with People actress and now director.
“We don’t want to tell a story Chito. It wouldn’t be a very interesting movie. [El largometraje] about Richard Montañez, who helped create the world’s number one snack. Billion dollar brand. No one knew this market better than Richard. He is remembered more as the godfather of Latin American marketing than as the creator of Flamin’ Hot Cheetos. This is because he was the first to think that it needed to be promoted in a different, community-oriented way. [hispana]”.
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History of Spicy Cheetos
Oddly enough, the real story behind Flamin’ Hot: A Tale of Spicy Cheetos it’s even more amazing than his fictional version. Ricardo Montañez was born into a large family in Ontario, California. As the son of immigrants, he had to deal with all sorts of prejudice. And he soon realized the need to maintain his ethnic identity, which was difficult in the 1970s, especially as a teenager.
Intending to help his parents financially, Ricardo dropped out of school and began working as a laborer. Later, at just eighteen, he managed to get a job as a janitor at Frito-Lay. A job that he will remain in for most of his life, one that will make him recognizable around the world and one that has made him a main character today. Flamin’ Hot: A Tale of Spicy Cheetos.
Of course, this is where his success story gets more curious. After an industrial machine was damaged, a worker took home a huge selection of tasteless snacks. According to Richard Montañez himself, it was then that he realized that the brand’s crispy potatoes could be something more. So he spent whole nights after work mixing traditional Mexican spices.
On the threshold of great commercial success
Again and again he ran into the problem that the potatoes were not seasoned enough, or conversely, so seasoned that they were inedible. Almost by accident, he found the exact combination to create an amazing snack. The perfect balance that created a unique taste that surprised everyone who ate it. Thanks to which he invented the iconic snack, the story of which is told in Flamin’ Hot: A Tale of Spicy Cheetos.
Although the culinary inventor has been repeating this tale for decades, its validity has been questioned. Against all odds, one thing is certain: the collaboration of Frito-Lay’s humblest employee was critical to the final preparation of a successful appetizer.
Later, his role in marketing the product to the Mexican population was instrumental in his immediate market success. A feat that made Richard Montañez an orator and writer for years to come. A tale of triumph that still surprises with its almost fantastic character.
Apparition on fire
Flamin’ Hot: The Story of Spicy Cheetospremiere took place in South by southwest (SXSW) March 11, 2023. But it will appear in Star+ on June 9th. A celebration of the value of perseverance and culinary excellence worth enjoying.
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Star+ is only available on Latin America
This film marks the debut of Eva Longoria from a screenplay by Linda Yvette Chavez and Lewis Colick of Gentefied and October Sky, respectively. There are many familiar faces in the cast. Joining ER’s Jesse Garcia as Richard Montañez are Emilio Rivera, who plays Vacho Montañez, and Annie Gonzalez (Shameless) as his wife, Judy. The ethnic representation version is as strong as its arguments.
Source: Hiper Textual
