By Bel Hernandez

It’s a film that the Los Angeles Times brought a lot of attention to early last year. And, although they didn’t intend it rally the community around this upcoming film, it did. It is a Latino rags to riches story and it was the Latino creative community’s story to tell. And what a story it is! All under the direction of actress, entrepreneur, producer and mother Eva Longoria who makes her feature film directorial debut with Searchlight’s upcoming Flamin’ Hot, the story of how Richard Montañez, a janitor, rose up to be Pepsico’s top Latino to head marketing initiatives at Pepsico, the parent company for Frito-Lay.

(L-R) Frank Montes Chair of HCSB & Richard Montañez creator of Flamin’ Hot Cheetoes

The new year kicked off with an exciting sneak peek in the People Magazine January 4th article of Longoria’s film, Flamin’ Hot, which will premiere June 9 on Hulu. The film is based on the real life of Montañez, a Frito-Lay janitor who created the Flamin’ Hot Cheetos and, subsequently, rose to a high-level company executive position to market the brand. The movie also features film and TV show veteran actor Pepe Serna. Both Montañez and Serna serve as advisors to the Hispanic Coalition of Small Businesses (HCSB) and its Arts & Entertainment Committee, which is chaired by Bel Hernandez, Founder & CEO of LatinHeat Media.

“I had the privilege to be asked by Eva Longoria, my hometown (Corpus Christi, TX) star, producer, and first-time movie director, to play Richard Montanez’s mentor, his grandfather,” Serna told us and added, “This and many more stories like it must be told on screen! I intend to do my part as a contributing member of the HCSB Arts & Entertainment Committee to make this happen.”

“HCSB is proud to be a leading resource and voice of Hispanic and diverse small businesses as they pursue their dreams and goals, especially in this film and entertainment industry where minority voices are too often not heard nor heeded. Flamin’ Hot is a story about ALL of us, not just Richard,” said Frank Montes, HCSB Chairman of the Board. “Eva, Richard, Pepe and so many others in front of and behind the cameras in this industry are small business owners in their own right. HCSB is here to support these small businesses and help them succeed,” said Montes. 

The mostly Latino cast also features, in addition to Serna, Annie Gonzalez (Gentified, Vida, Shameless) as Judy Montañez, Richard’s wife and is co-creator as she was the one trying to get the recipe just right; Emilio Rivera (Mayans MC) who plays his dad and also Tony Shalhoub, Bobby Soto, Brice Gonzalez and Fabian Alomar.

Flamin’ Hot tells the story of how Montañez came up with an idea – adding hot sauce (a spicy food staple from his Mexican-American heritage) – to the company’s Cheetoes to create Flamin’ Hot Cheetos, the No. 1 snack in the world, which is a billion-dollar brand. The rest is history.

(L-R) Carlos S. Sanchez as Young Richard, Annie Gonzalez as Judy Montañez, Jesse Garcia and Montañz middle son

But Montanez simplifies it by saying, “It’s not about how smart you are. It’s about how are you smart.” Montañez spent his early childhood years in a migrant farm camp in Guasti, a town that borders the City of Ontario in the Greater Inland Empire region of Southern California. Then he moved to Ontario and grew up in the barrio. “I never went to school for a formal education,” said Montañez, “but I earned a PhD from the streets – Poor, Hungry, and Determined,” he jokes. On a more serious note, Montañez sends a message to the Latino community, small business owners, and all our children, “Come out and support the movie! If you have an idea, don’t let anyone tell you it can’t be done!”

Flamin’ Hot is produced by DeVon Franklin; written by Lewis Colick and Linda Yvette Chavez for Searchlight Pictures.