Juan "Freddie Freak" Trujillo Main Menu Juan "Freddie Freak" Trujillo An overview of the life and work of Juan "Freddie Freak" Trujillo and his work in relation with the Chicano movement. Much of his work was focused on the Coors Strike, UMAS, and Cucaracha. Biography UMAS During the 60s and 70s an activist with a very unique name was starting to make headway in Colorado. How he got involved in activism is a rather interesting story... La Cucaracha Newspaper In 1976 a new kind of newspaper was started to deliver the new that Latinos felt was being left out. Read below to out about the journey of the newspaper External Links/Resources

Chapter 3. Coors Boycott

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The boycott on the Coors Brewing Company began in 1966. There were three core issues that lead to the boycotts of the company which included the non-cooperation of unions, hiring practices that discriminated against minorities, and family members of the Coors Family supporting and funding right wing politics . These three issues lead people to boycott the beer for two decades.

Mexican-Americans were treated poorly in the company. of the 1400 employees Coors Brewing Company had only 2% were of Mexican American descent. Also these employees were paid next to nothing and worked the worst jobs.

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  1. Freddie Freak Working Title Joseph Alvarado

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