Richard Montañez and Pepe Serna Serve on HCSB Advisory Board and HCSB Arts & Entertainment Committee

Southern California Region (January 6, 2023) – The new year kicked off with an exciting sneak peek in the People Magazine January 4^th article of Eva Longoria’s first feature film, Flamin’ Hot, which will premier June 9 on Hulu. The film is based on the real life of Richard 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 movie and TV show 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.

“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 ‘Flamin’ Hot’ story line is about how Montañez came up with an idea – adding hot sauce (a spicy food staple from his Mexican American heritage) – to chips to create ‘Flamin’ Hot Cheetos,’ the No. 1 snack in the world, which is a billion-dollar brand. The rest is history. 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!”

Hollywood movie and TV actor Pepe Serna had this to say about ‘Flamin’ Hot’: “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. 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,” said Serna.

About Hispanic Coalition of Small Businesses

The Hispanic Coalition of Small Businesses is a nonprofit organization comprising an alliance of diverse organizations based in the Southern California region. HCSB is committed to Advancing Small Business Communities in the region and across the country by championing and empowering coalitions among Hispanic and diverse small businesses, government, and local communities by providing resources and opportunities to ensure their success. While the HCSB coalition name is new, the people (Chairman, Board of Directors, Committee Chairs, Affiliate Members) are well-established and experienced members of the community who have been at the helm of local, regional, statewide, and national organizations. https://www.hcsb-us.org/