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He was all about, ‘Here’s how you become a strong Black man.’”Ĭulture | My secret to dating in San Francisco is a spreadsheet “He brought to us discipline and hard work. in Lynchburg, Virginia, and he started a church at the age of 60,” Franklin said. “It was who really instilled self-determination because he was doing marches with Martin Luther King Jr. His uncle helped him understand what it meant to be a Franklin and to be proud of who he is after his father struggled with alcoholism most of Franklin’s life. It is implied that the only thing little Richie Montañez needs in life to succeed is pride in his heritage.įranklin said one of the reasons he was so interested in making this film is he felt a similar connection with his uncle, an Oakland pastor named Dr. “If you can show ’em what a Montañez can do,” his grandfather says in Spanish, “they can’t tell you nothin’.” After he plays in the vineyard where his family works, Montañez’s grandfather takes him to a barn and tells him about the significance of his family name, his heritage.
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The movie opens with Montañez as a little kid, in the small California town of Guasti, near Ontario in Southern California. “Flamin’ Hot,” directed by Longoria, produced by Franklin and starring Jesse Garcia, Annie Gonzalez and Tony Shalhoub, is airing now on Hulu. We feel like anybody that wants to know the real story, watch the movie, and it speaks for itself.” The importance of heritage “We try to be responsible storytellers, so we told Richard’s story while also telling how all these different things worked together. “The article had an agenda, and it serviced that agenda,” Franklin said. Gonzalo Marroquin/Getty Images for HuluĮven though a 2021 LA Times article “debunked” Montañez’s claim that he invented Flamin’ Hot Cheetos, Longoria and Franklin were adamant that the movie represents the true story of how these chips became a phenomenon and the lasting impact of Montañez’s contributions. Richard Montañez attends a screening of Eva Longoria’s “Flamin’ Hot” at LA Plaza de Cultura y Artes on June 2 in Los Angeles. Everybody could learn so much from his journey and be inspired to say … ‘I can do anything.’”
“I was so proud of him without ever knowing him. “I gotta tell the world about this story,” Longoria said. She called that absence of knowledge sad because it is such an American pull-yourself-up-by-your-bootstraps tale. In an interview with Longoria and producer DeVon Franklin, who is an Oakland native, Longoria told SFGATE that she had never heard of Montañez’s journey. However, the story of Montañez is not one commonly known outside of the Los Angeles Latino community. Montañez, the self-proclaimed “ godfather of Hispanic branding,” is a Chicano man who started as a janitor at the Frito-Lay chip company and eventually became a marketing executive who made the Latino community a viable market for a conglomerate that usually catered to whiter tastes. But the fact that we both love Hot Cheetos is significant because the actress from “The Young and the Restless,” “Desperate Housewives” and CNN’s foodie-centric “Eva Longoria: Searching for Mexico” recently directed a new movie called “Flamin’ Hot,” which tells the true story of Richard Montañez. OK, that’s not too much in common, and I already knew we’re both Mexican American. But it’s true - we’re both Mexican American, and we both love Flamin’ Hot Cheetos. You probably didn’t expect to read that today. When I met Eva Longoria at the Four Seasons hotel in San Francisco, I learned that we have a lot in common.
Director Eva Longoria is seen on the set of “Flamin’ Hot.” Anna Kooris/Courtesy of Searchlight Pictures
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