Latina Bosses Get a Boost in PepsiCo's 'Jefa-Owned' Campaign

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). To mark the launch, PepsiCo leaders joined Latina business owners to ring the opening bell at Nasdaq, where they unveiled the Jefa-Owned neon sign that affiliated storefronts can display. The aim of the campaign is to raise awareness about resources available to Latina-owned businesses, specifically the Juntos Crecemos Hispanic Digital & Delivery Program, an eight-week course in delivery logistics, technology, marketing and search engine optimization to create a digital presence and access more customers. The first 40 Latina small business owners to complete the program will receive the Jefa-Owned neon signs. PepsiCo is also reminding consumers of the role they play in supporting their community-based small businesses with limited-edition merchandise. The line includes T-shirts, tote bags and notepads, and was designed in collaboration with Hija de tu Madre, a lifestyle brand founded by Latina entrepreneur Patty Delgado, who also established March 31 as National Jefa Day. “To have PepsiCo support us, as small businesses, it feels like we are not invisible,” Elizabeth Espinoza, owner of Miranda’s Grocery, said in a statement. “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.” Investing in jefas According to the 2020 State of Latinos Entrepreneurship Report, Latinas own 40% of all Latino businesses, with 41% of Latina business owners reporting “large negative impacts” as a result of the pandemic. For Esperanza Teasdale, vp and general manager of the Hispanic business unit at PepsiCo Beverages North America, the need for more focused resources are crucial for Latina-owned business to not only rebound, but thrive. “Latinas are a powerful economic force in the U.S., creating businesses at a rate six times the national average,” Teasdale told Adweek. “Despite this accelerated growth rate, Latinas are confronting foundational challenges which must be addressed. We are proud to grow the impact of the Juntos Crecemos platform with a focus on helping to raise visibility for Latina business owners while simultaneously strengthening their businesses.” The limited edition Jefa-Owned merchandise will be available for purchase on the Hija de tu Madre’s online store, beginning on National Jefa Day, March 31. Latina business owners looking to apply for the Hispanic Digital & Delivery Program can visit the initiative's dedicated website. 8 Ways the Advertising Industry Can Eliminate the Latina Pay Gap

Diversity, Equity and Inclusion

PepsiCo Puts a Neon Spotlight on Latina-Owned Businesses With 'Jefa-Owned' Campaign

Small business owners are encouraged to access resources through the beverage giant's Juntos Crecemos program

Natalie Venegas

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Natalie Venegas