A campaign called Jefa-Owned appeared in United State To provide grants and training to Latin American store owners, butchers and restaurants to give them digital sales tools and greater visibility.
Latina businesswomen in the US face barriers “regular” such as racism, lack of capital and information to get help, and even masculinity,” explained Esperanza Tisdale, Vice President Hispanic business unit Food and Beverage Company PepsiCo.
The council states that Latinas are setting up businesses at six times the national average but facing significant challenges.
He lamented that 41% of Hispanic women – who own 40% of all businesses in the hands of this community – reported “significant negative effects” result of the epidemic.
In addition, twice as many Latino-led companies are forced to close than Latino-led companies.
Jefa-Owned is aimed at small Latin businesses and includes a free, dedicated eight-week business development program that is part of the Juntos Crecemos platform, launched in 2021.
“Latin women are so passionate, they have so much power, and we know that sometimes they feel invisible and in this campaign the idea is that we’re going to turn on the light to give them attention so they can move on.”Tisdale said.
As part of the campaign presentation, Latinas and PepsiCo executives rang the Nasdaq stock opening bell at the New York Stock Exchange on Tuesday and unveiled Jefa’s first owned neon sign.
Since last year, the “Together We Grow” initiative has advised more than 130 companies with tools to boost their online presence, design websites, improve digital sales, and improve delivery logistics, technology, and marketing tools.
Total, The PepsiCo Foundation program has provided $2 million in grants and business advisory to 150 companies in 13 cities.
Likewise, it has provided essential security elements to more than 500 Hispanic shops and butchers.
in the next years , The goal is to provide $10 million in funding to help 500 Hispanic food and beverage small business owners. The next round of scholarship recipients will be announced in 2023.