Fresno Beehive

He’s the guy you can thank for all things Flamin’ Hot Cheetos. Hear his story at Fresno City

Flamin’ Hot Cheetos are having a moment, it seems.

Since its inception in the 1990s, the spicy-red, finger-staining snack, has made the jump from popular junk food to pop-culture phenomenon, making its way out of the bag and on to food plates.

And also clothing and music and eBay, where the bidding on a single odd-shaped cheeto went off the rails and upwards of $90,000.

The man to thank for all the hype is Richard Montañez, a Mexican immigrant who created the snack while a janitor at Frito-Lay. He has since become the Vice President of Multicultural Sales and Community Promotions for PepsiCo’s North American divisions and the God Father of Hispanic Branding.

There is a Hollywood biopic in the works.

Montañez will be sharing his story Monday, Oct. 28, at Fresno City College as part of the university’s speakers forum. A meet-and-greet will follow.

Details: Noon, Oct. 28. Fresno City College, Old Administration Building Auditorium. 559-489-2218,

Other noteworthy events

Luke Combs, 7 p.m. Friday. Save Mart Center. $25-$50. 559-278-3400,

Michael Graves, 7 p.m. Saturday. Fulton55, 857 E. Divisadero Ave. $20-$25. 559-412-7400,

Christela Alonzo, 8 p.m. Tower Theatre, 815 E. Olive Ave. $37.50-$70.50. 559-485-9050,

Clovis Fest, 8 a.m. Saturday and Sunday. Old Town Clovis. Free. 559-299-7363,

Hot Girl Halloween with DJ Kay Rich, Eric Bellinger and Kamaiyah, 7 p.m. Thursday. Chukchansi Park, 1800 Tulare St. $15. 18 and up. Search event on Facebook.

Related stories from Fresno Bee

Joshua Tehee covers breaking news for The Fresno Bee, with a focus on entertainment and a heavy emphasis on the Central Valley music scene. You can see him share the area’s top entertainment options Friday mornings on KMPH’s “Great Day” and read more of his work here.