![]() A Dispute to Montañez’s StoryĪt the prompting of Lynne Greenfeld, Montañez’s public claims triggered a company-wide investigation of his claims in 2018. ![]() He began publicly claiming credit for having invented the brand in the late 2000s, selling his story and participating in speaking engagements for fees of up to $50,000 per appearance. In his memoir, Montañez describes donning a $3 tie and pitching his idea during a 1991 meeting with more than 100 people, including the CEO and several company executives.įlamin’ Hot Cheetos became a billion-dollar brand, and Montañez rose from janitor to marketing executive at Frito-Lay, from which he retired in 2019. Montañez then claims to have pitched the product to the Frito-Lay CEO through the company’s “method-improvement program,” which sought new ideas from employees. ![]() He claims to have brought the batch home and seasoned them with chili powder, creating a snack inspired by street vendors in his neighborhood who made Mexican grilled corn with lime and chili. Because when you’ve been poor, there’s so much innovation that comes out of that.”Īfter getting a janitorial job at the Frito-Lay plant in Southern California, Montañez said a Cheeto machine broke down, resulting in a batch that wasn’t dusted with flavoring. “I think when you’ve experienced those three things, there’s a lot of wisdom. “I have a PhD: I’ve been being poor, hungry, and determined,” he told The Washington Post. He got into gang trouble in his youth, according to his memoir, and credits those early challenges with helping shape his character. The son of a Mexican immigrant, Montañez grew up in a migrant labor camp in Southern California with 10 siblings living in a one-bedroom apartment. Richard Montañez and his wife, Judy, attend the premiere of Flamin’ Hot during the 2023 SXSW Conference and Festivals in March. ![]()
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