Be the best at whatever you do. Be world-class. Whether with a mop. Or as a colleague. Or as a parent.

This week:

There’s No Such Thing As “Just a Janitor”:

There may be a movie someday about Richard Montañez.

I wouldn’t bet against it. If you’ve eaten a Flamin’ Hot Cheeto, you have him to thank. His story (The Hustle) is the stuff of legends.


Montañez is a first-generation Mexican immigrant. He had a hard time in school and eventually dropped out. He eventually landed a job as a janitor in a Frito-Lay plant in California. Before he started, his grandfather gave him advice.

“Make sure that floor shines,” the man told his grandson. “And let them know that a Montañez mopped it.”

Montañez decided he was going to be the “best janitor Frito-Lay had ever seen” — and he quickly made his presence known.

“Every time someone walked into a room, it would smell fresh,” he says. “I realized there’s no such thing as ‘just a janitor’ when you believe you’re going to be the best.”

Montañez worked hard, learning everything he could about Frito-Lay. When he heard the CEO of Frito-Lay urge employees to act like an owner, something was triggered within him.

After nearly a decade mopping floors, Montañez gathered the courage to ask one of the Frito-Lay salesmen if he could tag along and learn more about the process.

They went to a convenience store in a Latino neighborhood — and while the salesman restocked inventory, Montañez made a fortuitous observation: “I saw our products on the shelves and they were all plain: Lay’s, Fritos, Ruffles,” he recalls. “And right next to these chips happened to be a shelf of Mexican spices.”

In that moment, he realized that Frito-Lay had “nothing spicy or hot.”

A few weeks later, Montañez stopped at a local vendor to get some elote, a Mexican “street corn” doused in chili powder, salt, cotija, lime juice, and crema fresca. Cob in hand, a “revelation” struck: What if I put chili on a Cheeto?

Montañez made his own prototype spicy Cheetos, and boldly set up a meeting with Frito-Lay’s CEO.

Montañez stepped into the boardroom. “Here I was,” he says, “a janitor presenting to some of the most highly qualified executives in America.”

At one point during the presentation, an executive in the room interjected: “How much market share do you think you can get?”

“It hit me that I had no idea what he was talking about, or what I was doing,” Montañez recalled. “I was shaking, and I damn near wanted to pass out…[but] I opened my arms and I said, ‘This much market share!’ I didn’t even know how ridiculous that looked.”

The room went silent as the CEO stood up and smiled. “Ladies and gentlemen, do you realize we have an opportunity to go after this much market share?” he said, stretching out his arms.

He turned to Montañez. “Put that mop away, you’re coming with us.”

Today, Montañez is the VP of multicultural sales for PepsiCo America – the holding company of Frito-Lay.

His story is remarkable. And I think it all boils down to his mindset.

Be the best at whatever you do. Be world-class. Whether with a mop. Or as a colleague. Or as a parent. 

Or with a Cheeto.


A Patriotic Tribute from the American Rodeo:

Happy 4th of July! Stand Up for the Values We Hold Near and Dear…


If you are local, support your community…



Mission Fed Community Moments

This new edition of Mission Possible is filled with the people and programs that are part of Mission Fed’s community engagement.

Thank you for your membership, trust and loyalty!

35 Years in the Making: Mission Federal ArtWalk
Art, music, dance—all in one place—all in one weekend—all for 35 years! This is Mission Federal ArtWalk, where on April 27 and 28 the streets of Little Italy were filled with vibrancy, inspiration and whimsical fun. The community event brought more than 350 visual and performing artists into the neighborhood and reflected how friendliness, accessibility and creativity abound in San Diego. Mission Fed believes arts and culture are critical to the positive health and well-being of our region and we were honored to support this festival for the eleventh year. Read the complete newsletter to find out more!

Young Ideas Worth Spreading: TEDxYouth@SanDiego
A group of teenagers put on a day full of empowering talks, novel experiences, and profound opportunities on March 22 at Lincoln High School. As a sponsor of TEDxYouth@SanDiego, a special event focused on “Ideas Worth Spreading,” Mission Fed joined the community as local high school speakers covered topics such as bringing greater diversity into STEM, being bold when facing constant rejection, the interplay of self-image, self-identity, self-discovery and many more. The event was organized by TEDxSanDiego, a local not-for-profit, volunteer-driven organization, whose vision is to be a forum that encourages and facilitates the unleashing of ideas which have the power to change our world.

These Community Moments are just some of the ways that we support and give back to the local San Diego community—and your continued membership makes that Mission Possible!


Thanks this week goes to Debra S, Larry H and the whole team at Mission Fed.

Please Pay it forward!

Follow me on Twitter:
Follow me on Facebook:

“Heroism is really the quest to live according to one’s internal standards of right and wrong, regardless of whether the world is watching.”

—- John F. Groom

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s