(99 Total References)
Executive, Multicultural Sales & Community Activation at PepsiCo North America
FAQ | Parents Step Ahead
Richard P. Montañez - Executive, Multicultural Sales & Community Activation, Pepsico North America
Executive, Multicultural Sales & Community Activation
PepsiCo North America
"You've got to seek an environment that you influence instead of an environment that influences you…The greatest gift given to man is the gift of vision- it makes the unseen visible and the unknown possible."
Richard leads Pepsi Hispanic Marketing, Sales & Community Promotions across PepsiCo's North American divisions.
Throughout his career Richard has worked in various assignments and roles across all PepsiCo division and functions.
Richard started his PepsiCo career at Frito-Lay in 1976 as a janitor in its Rancho Cucamonga plant.
is recognized as the creator of the Flaming hot line of products including Flaming Hot Cheetos, which influenced future ethnic products and the first Frito-Lay
Hispanic marketing team.
In 1990 Richard
helped write and launch the Continuous Improvement Initiative.
was instrumental in creating the first operation cost improvement team.
In addition, Richard
helped influence Hispanic products and marketing promotions for KFC and Taco Bell in the mid 90's.
is known for his
visionary leadership and ability to develop new systems and products.
He sits on numerous non-profit boards, and was appointed to serve on the California State Workforce Investment Board.
was recruited to the state board for his
business experience in creating jobs and building training systems.
has accomplished several notable achievements and awards.
Both state and federal government officials have honored Richard
with numerous commendations for his
work around education and leading economic growth.
was recognized by Hispanic Lifestyle magazine
as one of the most influential Hispanic's in corporate America, has been featured in News Week and Fortune 500 magazine
recently was award the Prestigious Legacy Legend award by Washington DC officials.
has been invited by the White House numerous times including the welcoming of Pope Benedict XVI White House visit.
In 2004 Richard
presented at a special United Nations event.
and Judy Montañez have been married for more than 30 years and live in Rancho Cucamonga.
Richard Montañez, Executive ...
Richard Montañez, Executive Vice President at PepsiCo, was a janitor when he revolutionized the Frito-Lay company and invented their highest selling product, Flamin' Hot Cheetos.
There was nothing in his job description to indicate that it was his responsibility to create a product, manufacture it, market it, and sell it.
But he took on that role anyway.
Richard Montañez was born in ...
Richard Montañez was born in Mexico and grew up in Guasti, a small town close to Ontario, California, picking grapes with this family.
They would have dinner at the communal table in the kitchen they shared with six other families.
As a child, Richard
had no idea that he
"No one ever taught me what was on the other side of the tracks," he
And on his
side of the tracks, the aspirations weren't very high: Most of the kids he
knew hoped to get a job at the town's factory.
had trouble learning English and he
dropped out of high school because he
couldn't understand the teachers.
Without a high school diploma, he
got a job as a janitor at the Frito-Lay
Rancho Cucamonga plant in California.
came from humble beginnings and had modest ambitions ("No disrespect to anyone, but my dream was to drive the trash truck") but that all changed when someone told him he
could have bigger dreams.
The president of the company sent a video message to his
employees and "he
told us to act like an owner," says Richard
"I looked around and didn't see a lot of reaction from my co-workers, but for me it was the opportunity to do something different.
One day, a machine broke in the assembly line, causing some Cheetos to not get dusted with the bright orange cheese powder, so Richard
took some home and put chili powder on them.
own recipe for a spicier version of Cheetos that was inspired by a Mexican street snack called elote (corncob).
"I see the corn man adding butter, cheese, and chili to the corn and thought, what if I add chili to a Cheeto?
family, friends, and co-workers all loved the new creation and they encouraged him to tell the plant supervisors about it.
Richard called the president and talked the secretary into putting his call through.
told him that he
had an idea for a new product and he
got a chance to give a demonstration.
"I had two weeks to prepare a presentation to company executives," says Richard
had never given a presentation before and knew nothing about marketing, so he
wife went to the public library and copied a strategy from one of the business books.
bought a $3 tie, his
first ever. (A neighbor helped him tie it.) He
put the Cheetos in sample bags that he
designed himself and he
went to the meeting.
The company executives loved his
idea and the Flamin' hot line of products was born, including Flamin' Hot Cheetos, which is Frito-Lay
's top selling snack.
Today, Richard is the executive vice president of multicultural sales and community activation for PepsiCo's North American divisions.
also helped influence Hispanic products and marketing promotions for KFC and Taco Bell.
"Latinos who have made it like myself have a responsibility to open doors to younger generations and teach them that they can do it," says Richard
, who provides college scholarships to young Latinos.
also gives back to the community through food, clothing, school supplies, and other services.