Evelyn Barahona (United States Hispanic Chamber of Commerce), Stephanie Beatriz, Maria Gonzalez (owner, Bistro Casa Azul), and Esperanza Teasdale (PepsiCo), gather to kick off year three of the Jefa-owned campaign. Photo: PepsiCo
PepsiCo Juntos Crecemos (Together We Grow), which is part of a $50 million commitment supporting Hispanic small businesses, has launched year three of its Jefa-Owned (owned by a Latina boss) campaign. It recognizes the economic, cultural and community contributions of Latina-owned businesses — particularly restaurants, bodegas and carnicerÃas (meat markets), according to a company press release.
“We launched Jefa-Owned in 2022 to shine a spotlight on Latina-owned small businesses while helping to address the unique challenges they face at every stage of their entrepreneurial journey,” Esperanza Teasdale, VP and GM of Hispanic Business Unit, PepsiCo Beverages North America, said in the release. “Three years into this effort, PepsiCo Juntos Crecemos has supported hundreds of Jefa-Owned businesses through various programs and initiatives and remains committed to helping them thrive, through financial, educational, and community building resources.”
PepsiCo Juntos Crecemos Grant Program
PepsiCo Juntos Crecemos will award $200,000 in grants to 20 women entrepreneurs in the food and beverage category to grow and scale their businesses. The grant application period will be open through Sept. 27.
Grant recipients will also gain access to the Business Health Accelerator and Boost Camp, a digital community space offering business coaching workshops on mentorship, networking and more. Additionally, grant recipients will receive access to the PepsiCo Juntos Crecemos Hispanic Digital and Delivery Program, a five-week series that includes personalized consultations on delivery logistics, technology, marketing and search engine optimization — a package valued at about $12,000 per participant.
Latina entrepreneurs are not just building businesses; they are driving innovation, inclusion and vibrancy within the economic landscape, said Antonio Escalona, SVP of Emerging Business, PepsiCo Foods North America.
“We are proud to join forces with the United States Hispanic Chamber of Commerce to support entrepreneurs in turning their visions into reality and strengthen the jefa community at large,” he said in the release.
With Latina entrepreneurs launching businesses at six times the national rate, the Jefa-Owned campaign is crucial in supporting their growth and success, said Evelyn Barahona, USHCC SVP, Educational Fund.
“We are proud to champion these efforts, which align with our commitment to ensure that jefas across the country have everything they need to thrive and continue their vital contributions to the American economy,” she said in the release.
