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While small businesses have endured major economic setbacks since the start of the pandemic, survival has become especially difficult for Latina-owned businesses, which have been tasked with overcoming both Covid-specific obstacles and longstanding systemic barriers.
Aimed at helping these owners gain access to supportive resources, PepsiCo has launched “Jefa-Owned”—that is, run by a Latina boss. The national campaign was created by PepsiCo’s Juntos Crecemos (Together We Grow), a multi-faceted platform launched last fall to drive awareness and support for Hispanic small businesses, specifically restaurants, bodegas and carnicerías (meat markets).