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’s Juntos Crecemos initiative, part of a $50 million initiative to support Hispanic small businesses, is launching the third year of its Jefa-Owned campaign, which celebrates the economic, cultural, and community impacts of Latina-owned enterprises — particularly in the realms of restaurants, bodegas, and carnicerías (meat markets), as outlined in a company press release.
Esperanza Teasdale, VP and GM of the Hispanic Business Unit at PepsiCo Beverages North America, emphasized, “We initiated Jefa-Owned in 2022 to highlight Latina-owned small businesses while addressing the specific challenges they encounter throughout their entrepreneurial endeavors. After three years, PepsiCo Juntos Crecemos has aided hundreds of Jefa-Owned businesses via various programs and initiatives, and we remain dedicated to their success through financial assistance, education, and community-building resources.”
PepsiCo Juntos Crecemos Grant Program
PepsiCo Juntos Crecemos is set to distribute $200,000 in grants to 20 female entrepreneurs in the food and beverage sector to help expand their businesses. The application window for these grants will remain open until September 27.
Recipients of the grants will also access the Business Health Accelerator and Boost Camp, a digital platform that offers workshops on business coaching, mentorship, networking, and more. Additionally, grant winners will benefit from the PepsiCo Juntos Crecemos Hispanic Digital and Delivery Program, which consists of a five-week course featuring personalized consultations on delivery logistics, marketing, search engine optimization, and technology — a service package worth approximately $12,000 per participant.
Antonio Escalona, SVP of Emerging Business at PepsiCo Foods North America, remarked that Latina entrepreneurs are not only establishing businesses but are also fostering innovation and inclusivity within the economy. He stated, “We are proud to collaborate with the United States Hispanic Chamber of Commerce in supporting entrepreneurs to bring their visions to life and strengthen the broader jefa community.”
Evelyn Barahona, SVP of the USHCC Educational Fund, noted that with Latina entrepreneurs starting businesses at six times the national rate, the Jefa-Owned campaign plays a vital role in bolstering their growth and success. “We take pride in championing these initiatives, which align with our dedication to ensuring that jefas nationwide have the necessary resources to thrive and continue making significant contributions to the American economy,” she said in the press release.
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