Empowering Latino Entrepreneurs: How One Colorado Organization is Leading the Way

A Taste of Home in Colorado

Patsy Aguilar and her husband, Ramon Lizarraga, wanted to bring the flavors of Mazatlán, Mexico to Colorado. Despite their culinary skills, they faced challenges in starting their own business. Fortunately, they found Adelante Community Development, a Commerce City-based nonprofit that offers Spanish-language business classes tailored for the Latino community. These classes cover essential topics such as finance, marketing, and navigating U.S. culture.

Through Adelante, Aguilar and Lizarraga launched their food truck, Pata Salada Ceviches, which has become quite successful, prompting plans for expansion. Aguilar emphasizes the hard work of the Hispanic community and the significance of having the right resources to succeed.

Patsy Aguilar and Ramon Lizarraga prepare food on their food truck.

The Rise of Latino-Owned Businesses

According to a 2023 report from the Stanford Graduate School of Business, Latino-owned businesses are the fastest-growing segment in the U.S., with a growth rate of 57% from 2007 to 2022, compared to just 5% for white-owned businesses. In Colorado alone, over 90,000 small businesses are Hispanic-owned, representing 20% of the workforce.

Maria Gonzalez, founder of Adelante, aims to create the largest Latino business ecosystem in Colorado. She provides training to ensure Latino entrepreneurs have the necessary knowledge and support, especially during challenging times when they may feel targeted by a hostile environment.

Building Generational Wealth

Gonzalez, who faced her own struggles as an entrepreneur during the Great Recession, founded Adelante to offer resources that she wished she had. The organization provides courses in accounting, digital strategy, and helps navigate the complexities of business regulations.

Aguilar shared how Adelante guided her and her husband through the process of starting their business, from registration to understanding taxes. They participated in a $750 food truck training program and benefited from scholarships offered by Adelante.

Overcoming Regulatory Challenges

Despite Denver being a prime location for food trucks, Gonzalez notes that the regulatory environment is cumbersome. Food truck operators often need to secure 10 to 15 different licenses, creating a bureaucratic nightmare, especially for those who are non-English speakers. Adelante not only assists with navigating these regulations but is also advocating for legislative changes to simplify the process.

Looking to the Future

Gonzalez is working on a food truck operations bill with state representatives to create a reciprocal licensing system. This would allow food truck operators to operate across jurisdictions without needing new licenses.

Adelante's impact extends beyond regulations; they help clients with menu development, branding, and marketing strategies, while also educating them on cultural differences in business practices.

Success Stories of Empowerment

Erika Rojas, another entrepreneur who benefited from Adelante, aims to open Pink Auto Services, a mechanic shop that empowers women to learn basic car maintenance. After taking Adelante's courses, Rojas is excited to bring her vision to life, highlighting the importance of having a supportive community.

The Future of Latino Entrepreneurship

As Latino entrepreneurship continues to grow, experts like Harry Hollines from the Latino Leadership Institute emphasize the need for resources to help these businesses thrive and contribute to the economy. With Latinos projected to make up 30% of the U.S. population by 2050, the success of Latino-owned businesses will be crucial for economic growth.

In summary, organizations like Adelante Community Development are not only fostering individual business success but also building a resilient community that is prepared to thrive amidst challenges.