The Flamin Hot Cheetos Story

The Flamin Hot Cheetos Story

The Flamin Hot Cheetos Story

The Flamin Hot Cheetos Story It was a pull-yourself-up-by-your-bootstraps story created for Hollywood. A Mexican yankee steward functioning at a Frito-Lay industrial plant. In CA within the late Eighties had a concept for a replacement chip flavor – chemical element orange-dusted Cheetos, but spicy.

Well, he pitched the thought to execs, Flamin’ Hot Cheetos were born. And therefore the steward rose through the ranks. He was successful story during a largely white company world. However a recent la Times investigation has poked holes therein tale. Per Frito-Lay, Richard Montanez failed to invent hot Cheetos. The repudiation of his claim to fame has caused pain and backlash, significantly among the Latino community.

KELLY Hola Nice to own you with America.

I Bought to mention 1st that NPR’s own Planet cash had according on this. Had according that Montanez made-up the chip. they’re doing a review of that story currently. You yourself told his invention story in your book. That was titled “Taco USA.” What new info did the LA Times. Your colleague at the LA Times, Sam Dean, uncover once he started reporting.


surface-to-air missile starts interviewing individuals. From that era at Frito-Lay, and that they tell him a very completely different story, that really, it had been started within the geographical region. it had been really made-up by a lady. And to the – and this can be not one thing that simply individuals square measure simply, you know, speech speak.

Frito-Lay then launched its own investigation in 2018, internal investigation – once more, you know, speech their own people. and that they told surface-to-air missile Dean then that at the tip of everything, the very fact that – the thought that Richard Montanez was the only real creator of Flamin’ Hot Cheetos is – their words – quote, “an urban legend.

Kelly What is Montanez saying in response?

ARELLANO: Well, he wouldn’t visit SAM at the days as a result of, again, i feel he was aghast that somebody would really question his version of the story. And, you know, ever since, he is currently lecture anyone else, you know, saying, no, you know, i’m the creator. I simply apprehend my story the method I told it, and simply leave it up to it.

KELLY: Now, i discussed there is been backlash, heaps of backlash, heaps of individuals angry with the LA Times and with guided missile Dean, who, I ought to mention, is white. make a case for what is going on on here.


i used to be conjointly stunned by the backlash, though I expected it. I mean, admit the optics. Here’s a white newsman, a giant publication, the LA Times, telling the planet this guy WHO has become a – you recognize, a folks legend within the Latino community, particularly with Mexicans, actually, his tale wasn’t true. after all individuals would be upset. i might be upset, frankly.

But i’m anchored by history. because the author of “Taco USA,” I’ve seen this organization happen multiple times, wherever you have got somebody claim this ingenuity in making this Mexican nutrient that might continue to become thought and standard, however traditionally, it has been White race taking the credit for a Mexican invention. during this case – and once more, I originally believed Montanez in “Taco USA.” when seeing Sam’s story, i used to be convinced that. and then I conjointly place in my book that, look; Mexicans also take credit for stuff a bit like white people can. and then i discussed some examples from my book additionally.

KELLY: and that i wish to merely stress that there ar investigations beneath method, as well as – i discussed NPR’s own review of our news. I mean, there ar conflicting accounts here. however it gets to a different purpose that you just raise in your column, that is that the deep need of Mexican Americans to possess a hero WHO sounds like them which that conjointly plays into a number of the anger and backlash here. Explain.

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