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• 1 media/Screen Shot 2018-03-08 at 1.49.50 PM.png media/Coors Labor Strike.PNG 2018-03-06T20:30:21-08:00 Learning About Coors' Misdeeds 30 image_header 2018-04-29T20:59:40-07:00
  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. 
   
• 1 media/Coors-Brewery.jpg 2018-04-12T20:11:19-07:00 Early Encounters with Discrimnation 7 image_header 2018-04-29T21:41:10-07:00

  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.