So hot off of its premiere at SXSW that it’s still flamin… Eva Longoria’s directorial debut is based on the legendary story of Richard Montañez, the Frito Lay janitor, who channeled his Mexican American heritage and upbringing to turn the iconic Flamin’ Hot flavor of Cheetos into a snack that disrupted the food industry and became a global pop culture phenomenon. As the legend goes, Montañez worked at Frito-Lay’s factory and after experiencing machine failure, he took some unflavored chips homes only to whip up the spicy recipe. While the Frito-Lay company has denied giving Montañez credit, he has stood by his claims and this movie is his side of the story. Eva Longoria is an accomplished actress who rose to fame with her glamorous role on the tv series Desperate Housewives, but has since made a name for herself producing social issue documentaries like Food Chains and The Harvest as well as tv projects that spotlight Latino culture. With her many different business ventures from restaurants, to cook books, to clothing lines, and political activism, it’s no surprise that she would combine her love for culture, food, and entrepreneurialism, into directing this inspiring film.
