Flamin' Hot Creator Richard Montanez Shares Words of Innovation and Inspiration for Produce and Floral

LONG BEACH, CA - Greatness, at first, will look ridiculous. Richard Montanez, Creator of Flamin’ Hot Cheetos, was quick to hook the room of produce and floral professionals when he took the stage at the first-ever Harvest Forum & Fair, hosted by the Fresh Produce & Floral Council.

His own story began in the grape vineyards where his family picked on-site in Southern California back in the ‘60s before proving himself a visionary in food and beverage over three decades. As Mr. Montanez introduced his thesis and motto of the keynote, “One Revelation Will Lead to a Revolution,” he asked us what a revelation is: Something that was always there but has been revealed to you.

To be a visionary is to be open to the lifting of such veils—to see what others pass over. Here are some additional words of wisdom I will carry from Mr. Montanez.

“I never started at the bottom, I started at the beginning.”

• This is how Mr. Montanez took control of the narrative of his story, launching his career with Frito-Lays as a janitor.

“Make sure they know a Montanez mopped that floor.”

• The words his grandfather imparted to Mr. Montanez upon beginning his job at Frito-Lays. He explained that doing his job superbly was less about his paycheck and more about his pride in contributing to the legacy of his family name, regardless of how.

“You don’t make it by who you know, but by who knows you.”

• Mr. Montanez emphasized that his excellent performance made coworkers and leadership aware of who he was, so he was better able to gain attention and recognition.

“Don’t become such an expert that you can’t see the revelations.”

• Tagging along with an expert of 15 years to see how Frito-Lay's merchandise was placed in stores, Mr. Montanez credited his novice eyes to his ability to see the spices next to the chips and recognize the lack of flavor in the products his company was providing. He warned that becoming an expert could close you off to new possibilities, or even failed possibilities that might have needed better timing. His advice? Beware of experts telling a visionary something won’t work.

“I don’t care what room you’re in; someone will be in there trying to steal your destiny. Don’t let them.”

• A janitor stood before the directors, vice presidents, and the Chief Executive Officer of Frito-Lay to pitch an idea. Someone raised their hand to ask a question, likely knowing “the janitor” wouldn’t know the answer. If they had succeeded, a $2 billion idea would have been snuffed out.

While many steps of initiative led Mr. Montanez to his own incredible destiny, he contributed much of it to two words he said every entrepreneur and visionary has asked: What if?

In this case, if you’re not willing to look ridiculous, you will never achieve greatness. Words to work and live by.