Women-owned businesses have been mixed up in the chaotic COVID-19 pandemic, struggling, and trying to keep their businesses afloat. 

However, not much gets recognized for Latina-owned businesses.

Luckily, PepsiCo recently launched a thriving program for Latinas, called, Jefa Owned, through the Juntos Crecemos (Together We Grow) platform, to encourage more Latina-owned, food and beverage small businesses to apply for the personalized business building support services.

The goal is to provide Latinas with an assortment of business oriented programs, such as consultation services, marketing strategies, and one-on-one coaching.

"Latinas are a powerful economic force in the U.S., creating businesses at a rate six times the national average," said Esperanza Teasdale, Vice President & General Manager for the Hispanic Business Unit at PepsiCo Beverages North America.

PepsiCo launched Juntos Crecemos, in efforts to highlight Hispanic-owned businesses in the food and beverage workforce, such as bodegas, restaurants, and other food-related businesses.

Teasdale also stated the program will become a tool of hope for Latinas who are creating their own businesses.

"PepsiCo is providing much needed business tools, resources and training that we would otherwise not be able to access. I am truly proud to be a part of Jefa-Owned, and I look forward to being a beacon of light to other Latina business owners in our Hispanic community,” she said.

The first 40 Latina small business owners to complete the eight-week consultation curriculum of the Juntos Crecemos Hispanic Digital & Delivery Program will receive an exclusive Jefa-Owned neon sign.

According to Stanford Business, Latinas count for 40% of all Latino-owned businesses. However, 41% of Latina business owners reported "large negative impacts" as a result of the pandemic.

PepsiCo is looking forward to providing thousands of Latino-owned businesses who sign up for their eight-week program with valuable resources and information, which involves workshops that are beneficial for businesses. The workshops include, delivery logistics, technology, marketing, and SEO. 

"Supporting Latina-owned businesses is intrinsically linked to strengthening the overall community it serves. From job creation to revenue generation, these businesses are positively impacting families, the communities and the economy," said Antonio Escalona, Senior Vice President & General Manager of the Hispanic Business Unit at PepsiCo Foods North America. "Our Jefa-Owned campaign is not only a celebration of the 'Latina Boss,' it is an affirmation of the vital role they play in our economy and the commitment of PepsiCo to help their continued growth."

In addition to the new program, Jefa Owned is also involved in a merchandise company called, Hija De Tu Madre, and online store who partnered with PepsiCo, Juntos Crecemos. The merchandise honors the millions of Latinas who are in charge of their own businesses.

Hjia De Tu Madre was founded by Patty Delgado, a designer and entrepreneur. Her company is based in Los Angeles.

Her company celebrates Latinx culture by creating merchandise such as jackets, accessories, and apparel with sayings and cultural figures such as Frida Kahlo and La Virgen De Guadalupe.

Since the start of Juntos Crecemos in Aug 2021, the program has supported over 130 businesses, helped more than 500 Hispanic-owned bodegas, and has provided $2 million in grants and business coaching to 150 businesses in 13 cities across the U.S. through the IMPACTO Hispanic Business Accelerator, which is funded by the PepsiCo Foundation. 

In the years to come, IMPACTO's goal is to provide $10 million in funding to help 500 Hispanic small food and beverage business owners.