The Adelante Raul Yzaguirre Award recognizes individuals or organizations whose activist vision of equality advances the inclusion and progress of the Hispanic community.

Adelante Vision

Adelante will be PepsiCo’s brand for multicultural innovation, people development, and associate engagement that leverages our heritage, inspiration, and insights to make the difference in our products, people, partners, and planet… inventing an exciting future!


Raul Yzaguirre is one of the most widely recognized leaders in the Hispanic community and a lifelong community activist. He served as President and CEO of National Council of La Raza, the most influential Hispanic organization in the country, from 1974 to 2004. Until 2010, Raul served as Executive Director and Presidential Professor of Practice of Community Development and Civil Rights at Arizona State University. In 2010, Raul was appointed by President Obama to serve as US Ambassador to the Dominican Republic.

Selected achievements:

  • First Hispanic to receive the Rockefeller Public Service Award from the trustees of Princeton University
  • First Hispanic Fellow of the Institute of Politics at the John F. Kennedy School of Government at Harvard University
  • Order of the Aztec Eagle recipient – the highest honor awarded by Mexico to citizens of another nation
  • Founder, National Organization for Mexican American Services (NOMAS) ; conceptual framework for NCLR
  • Founder of the PepsiCo Hispanic Advisory Board

The Adelante Raul Yzaguirre Scholarship


The recipient:

  • Must submit a 1-2 page essay (details below)
  • Must have a 2.5 GPA or higher
  • Must be currently enrolled in or accepted to a 2-yr or 4-yr college
  • Must provide a copy of most recent high school or college transcript
  • Must provide one (1) letter of recommendation from a college professor, guidance counselor, principal or other institutional leader


Students are invited to submit an essay (no more than 2 pages) answering one of the following questions:

1) What person or circumstance has most impacted your life?
2) What legacy do you wish to leave behind?
3) What specifically have you done to make a difference in your community?

Deadline: July 31, 2011

Mail submissions and corresponding materials to:
Frito-Lay, Inc
c/o Jesus Diaz
2465 Golden Bear Court
Carrollton, TX 75006

Please include telephone number and/or email address for contact purposes


1st place: $6,000 scholarship
2nd place: $3,000 scholarship
3rd place: $1,000 scholarship

Top submission will be read (live or pre-recorded) by winner during Frito-Lay’s Hispanic Heritage Month Celebration

The Adelante Raul Yzaguirre Award

Nominee Criteria

The nominee will:

  • Exemplify Raul Yzaguirre’s passion and life-long commitment to equal rights
  • Be viewed as a role model
  • Have a strategic focus on Hispanic issues
  • Demonstrate a commitment to the Hispanic community
  • Drive the removal of racial or cultural barriers

To Nominate a Candidate

  • List the nominee’s achievements, recognitions, awards, etc. for the last three (3) years
  • Describe how the nominee has helped advance the Hispanic/Latino community
  • List specific obstacles that the nominee has helped remove for the Hispanic/Latino community
  • Describe how the nominee has inspired you
  • Provide any additional information that you feel is relevant (nominee’s background, personal struggles, etc.)

Deadline: July 31, 2011

Mail submissions to:

Frito-Lay, Inc

c/o Jesus Diaz
2465 Golden Bear Court
Carrollton, TX 75006

E-mail submissions to: