NO COORS
1 2019-03-04T00:38:38-08:00 Bryana Owens 2315aa736d0f2db2336fa1d85863a1577ccb81f0 32769 1 An image drawn by Freddie Freak Trujillo and his friend that combines the boycott and the pride of the Chicano. plain 2019-03-04T00:38:39-08:00 Bryana Owens 2315aa736d0f2db2336fa1d85863a1577ccb81f0This page is referenced by:
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2019-03-04T01:41:08-08:00
Juan "Freddie Freak" Trujillo
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2019-04-29T23:18:50-07:00
Freddie is a Colorado raised Chicano and activist who has worked his whole life towards fighting for equality for his people and all of those who have been unjustly persecuted just for existing as who they are. Growing up in a time where hate was established around every corner, Freddie was often told that he was not allowed to be himself. He was told he must speak English, that he must not go by his real Hispanic name (Juan), that in order to be accepted in this country he must acculturate and assimilate. It wasn't until he grew up and went to a place more accepting and open about his culture when he moved to Boulder. Being on a campus and being with other individuals who knew his struggle and who knew what it was like to be a Chicano living in America during this time period. This is when his activism and his pursuit towards justice for his people and all others began.
Multiple times Freddie has had contact with the Coors association, with activist against the association, and the brewery itself. When he was sixteen Freddie remembered first applying to work at the brewery for Coors when they had been looking for help. However before he was able to fully go in for the position he was stopped by another employee and told, "Coors don't hire no Mexicans, ni****s, or dogs." (Dogs implying women in this context.) This was one snapshot that Freddie had witnessed into the atrocities performed against women and people of color at Coors locations. Later on in his life he got involved with the University of Boulder and became an activist on campus for Chicano's working with UMAS and MAP. He hosted multiple love ins (festive sit ins with music and food), spoke at multiple conferences, and worked with people on and off campus to support to the boycott against Coors. He created multiple political cartoons with the help of his friends and actively spoke up for Chicano's and against Coors. He said that by working with other campuses in Colorado they were able to make Coors lose millions of dollars.
Now Freddie does not drink due to issues with alcoholism (discussed in his book) however he firmly believes that no one, at least no Chicano should drink Coors to this day. The strike ended and Coors did not learn their lesson. Multiple attempts to regain their reputation through positive PR may have helped them but they have not gone unnoticed. To this day Coors still participates in discriminatory practices and works with many organizations and politicians that are against the rights of many Chicanos as well as people within the LGBT community. -
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2019-04-02T17:04:21-07:00
Should We Still Boycott?
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Does Coors still practice discriminatory processes? Does anyone still boycott the beverage today?
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2019-04-20T19:53:12-07:00
The Coors boycott officially ended when the American Federation of Labor and Congress of Industrial Organizations and the Coors company came to an agreement in 1987 as Coors was losing too much money in key states like California and Colorado. Coors agreed to give the workers a right to unionize and the whole issue seemed to fade away. However, today there is no union as attempts to bring one into fruition and bring workers together all have been busted by Coors industries. It is clear that Coors is still a very big non-union as many of its breweries have very little to zero union workers at a time. These ideals as well as continued support by the owners and representatives of the Coors company in conservative ideals, anti-LGBTQ sentiments, and anti-immigrant legislation are the reason why many people continue to boycott Coors to this day. Many LGBTQ groups and Chicano's still refuse to drink Coors to this day. On the flip side many others will continue to stand by Coors and everything they believe in continuing the division that the boycott had created in the first place.