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By Victor Omondi
Thaddeus Massey and Randy Morgan are two great Black entrepreneurs, and they’re out on a mission. The Los Angeles-based business duo have founded Los Negros Organic Tequila, with the aim of roping in the underrepresented groups into the Tequila business.
Los Negros is the brainchild of Massey. Before venturing into the tequila business, Massey was a working class. He was an athlete for a short period before making forays into the entertainment industry as a talent consultant in front of and behind the lenses.
Over the time, Massey worked with some of the leading agencies, studios, and management firms, working on diverse projects, including negotiating sponsorship deals, branding, and more.
Almost immediately, the name drew criticism as being culturally insensitive perhaps most notably from
Miami Herald food editor Carlos Frías. He expressed his disapproval on social media, tweeting, Imagine if a couple of rich, light-skinned Hispanic guys from Miami opened a restaurant called Los Negros. I just got an email pitch about something just as offensive. Be better, Miami.
Imagine if a couple of rich, light-skinned Hispanic guys from Miami opened a restaurant called Los Negros.
I just got an email pitch about something just as offensive.
Be better, Miami. Carlos Frías (@Carlos Frias) September 23, 2020
Meanwhile, the partners went about working up a menu and design for the new venture and began populating their social-media pages with visual teases of the forthcoming restaurant that contained stereotypical props accompanied by corny puns.