Trujillo had encountered discrimination long before he would ever get involved with the Coors Boycott. Freddie was only sixteen when he first got involved with the brewing company. He had dropped out of school and went to get a job at Coors. In the advertisement that lead him to go interview for Coors, it promised him to be taught blue collared skills such as carpentry or plumbing. Unfortunately Freddie would never get that interview at Coors. With his first step in the Coors facility, Freddie was stopped by a guard and was told he couldn’t apply for the job because he was a Mexican. On that day Freddie learned of the discriminatory practices Coors was enforcing but it wouldn’t affect him till much later in his life.

So Freddie didn’t get the job at Coors but the discrimination he had encountered that day would follow him throughout his life. Even at the printing company where he honed his skills as a lithographer he was discriminated against. His coworkers didn’t like his kind and would often refer to him with some derogatory name. It got to a point where Freddie just couldn’t take it any longer. The discrimination of him and his people lead him to quit his job. Freddie at the time still considered himself an “Americanist”, but all of the discrimination was beginning to sink in. the discrimination of his people helped him realize who he really was and would eventually lead him in the involvement of the Coors Boycott.