Learning About Coors' Misdeeds
Juan Trujillo had just beat his addiction to alcoholism and was at the Boulder campus. He heard people on the Board of Regents talking about Coors. What he heard was that Coors discriminated against women, gays, African-Americans, and Chicanos. He began to realize why everyone hated Coors at the time. He got in contact with a man named Paul and found out that Coors was a union buster. Trujillo was handed papers with twelve reasons why to boycott Coors. He took these papers and began distributing them out.
Trujillo wasn’t fully convinced on the Coors issue so he set out to do his own research. What he found out is that Coors had a weather modification station down in the San Luis valley that was blown up by disgruntled farmers. The reason for this action was due to Coors trying to get two barley growths in a season. Barley is hardy cereal that has coarse bristles extending from the ears. It is widely cultivated, chiefly for use in brewing and stockfeed. It was one of the main ingredients Coors needed for its beer. Unfortunately the chemicals used at the station would ruin the potato crop down in the valley upsetting the farmers. Further digging lead to Trujillo finding out that Coors had been cited and heavily fined by the Environmental Protection Agency for dumping waste into Clear Creek Canyon.
Juan Trujillo then found info that Joe Coors had ties with right wing affiliates and President Ronald Reagan. When Reagan was put into office Coors was made a part of his “kitchen cabinet.” As soon as Coors was in the cabinet he was appointed to the Corporation for Public Broadcasting and then started to censor PBS. “Freddie Freak” had enough of Coors. He knew he had to take action and stop Coors.
