This source is an article from the LA Times regarding a picket being held by Latino Coors workers. The source addresses the boycott as well as the ways in which Coors was trying to appeal to a Latino audience and gain back Latino buyers. This source provides both a glimpse at the more small-scale boycotting going on in the larger movement as well as the perspective of Coors themselves, including interviews with both demonstrators and Coors management.
The article shows the ways in which many of the attempts made by Coors to appeal to and mend their relationship with Latino communities seemed empty to boycotters. The article states that Coors had publicly declared that they would be providing funding to Latino-oriented non-profit organizations as well as making efforts to hire more Latino employees. Additionally, the official strike against Coors had ended with an agreement. However, the article later notes that many employees felt the companies hiring practices were still discriminatory and that Coors had cut funding for Latino community events.
Excerpt from source:
“Orosco was fired in April, 1986. “They were calling me in and writing me up for little things,” he said. “You might forget to pull an outdated six-pack of beer off a shelf. . . . It was discrimination.”
General sales manager Gary Cockrum would not comment on the two men’s dismissals. But he said he has “no problem defending our company’s hiring practices. We hire on performance and ability.” Cockrum pointed out that the company still has “a very qualified Hispanic representative” out working every day, performing much of what Franco did.
Two other men who were part of the special marketing team–Rudy Rios and Gary Villa–resigned. Rios left in January, 1987, and Villa last January. They were not at the demonstration Wednesday, but their names were on placards carried by the marchers.
Franco, a Santa Ana resident, said that about a year ago he was told by a supervisor that the marketing team no longer would be allowed to meet together behind closed doors. “They said ‘no more than two Hispanics at a time,’ like we had to take a number or something. Then they said no meetings at all–we were supposed to meet in the hall.”
Said general sales manager Cockrum, when told of Franco’s allegation: “That’s a little ridiculous. I’m not aware of any policy like that.”
Franco said his letter to Coors executives in Colorado complaining about the group’s treatment resulted only in demands by his bosses that he see a company psychologist. He resigned shortly thereafter.
Franco also claims that the distributing company has cut back its budget for spending on local Latino events and advertising in Spanish-language media, and has failed to promote Latinos out of the warehouse.”
Source:
Schwartz, Bob. “30 Latinos Picket a Coors Executive : 5 Workers Claim They Were Forced From Jobs; Beer Distributor Denies It.” LA Times, June 16, 1988. https://www.latimes.com/archives/la-xpm-1988-06-16-me-6539-story.html.