Representation matters. If you can see it, you can achieve it.
According to the Pew Research Center, Hispanics are the nation's second-fastest-growing racial or ethnic group in the U.S., making up 18% of the population in 2019, up from 16% in 2010 and just 5% in 1970. Nearly 60% of the U.S. Hispanic population are millennials or younger.
Additionally, the Latinx population represents the fastest-growing demographic in the U.S. business ecosystem, growing revenues and creating jobs for all Americans, according to the Stanford Graduate School of Business. Latino/a-owned businesses grew by 34% from 2007 to 2019.
While the rise of Latina business owners is a sign of progress, it also means that many are blazing their own trail without clear role models or mentors to guide them.
In celebration of Hispanic Heritage Month, we asked our community members which entrepreneur they looked up to. Here are their responses.
"My business role model is Julissa Prado of Rizos Curls. To preface, she was my mentor in the Ulta Beauty MUSE Accelerator in 2022, and I learned the ins and outs of the retail business alongside her team. However, I was already a customer in 2018 when I began to embrace my natural curly hair, and that jump-started my entire journey to reclaim my roots (literally) and embrace my Latin heritage. It's truly extraordinary to watch her stay true to her Mexican-American and Latina roots, bootstrap her business into a multi-million dollar company, and become the first curly hair care line to debut at Ulta Beauty. I'm so grateful to have her in my corner and follow in similar footsteps to become a household name."
Melissa Gallardo, Bonita Fierce Candles
"My role model is my mom! She keeps our family and cultural traditions and food alive and a foundation of who we are as a family. She shares stories that remind us of our ancestors, where we came from, and passed-down recipes to keep us rooted."
Jocelyn Ramirez, Todo Verde
"Sofía Vergara, primarily known as an actress, is also a successful entrepreneur. She co-founded the talent management and entertainment-marketing firm Latin World Entertainment and has launched several successful product lines. Her business acumen and ability to leverage her brand across various industries make her an influential role model in the Hispanic business community."
Massiel Villanueva, YÜJ Granola
"My mother is my biggest business role model for Hispanic Heritage Month. She's been an incredible example of hard work and resilience. Watching her overcome challenges with grace and determination has taught me the importance of perseverance and grit. Her journey inspires me daily to push forward, embrace my heritage, and build something meaningful that makes our community proud."
Diana Rios Jasso, Jarabe Gourmet Pops
"I love the story of Siete Family Foods and how they started as a family, coveting a need for them to make grain-free tortillas. And to see what they became is incredible. Nopalera is another business that is growing and has incredible designs and products. My friend Regina (Trillo) from Nemi Snacks is another brand guiding point for me in many aspects."
Seena Chriti, Paktli Foods
While listening to these women share their role models, two things came to light—showcasing Hispanic pride and the importance of family. These traits track with Pepsi's acquisition of Siete Family Foods for over a billion dollars in October 2024. Founded by the Garza Family (five children and two parents) in 2014, the Siete Family Foods acquisition makes the founders among the most successful Latino entrepreneurs in food history.
Bottom Line: Hispanic Heritage Month is about honoring the past, celebrating the present, and manifesting the future. Thanks to the rise of Hispanic business owners, other members of the Latinx population will dream about starting their own companies. As Miguel Garza, Co-Founder and CEO of Siete Family Foods and father of two daughters, said to Forbes after the acquisition was announced. "My hope is that we are giving (the next generation) permission to dream. We have given people an opportunity to see themselves in spaces that they didn't feel seen. We are enlarging any vision that they may have thought possible for themselves."
Comments