PepsiCo’s $50 million platform to back Hispanic-owned businesses

31 / 08 / 2021

By Marwa Nassar - -

PepsiCo announced Juntos Crecemos, (Together We Grow), a $50 million platform aimed at strengthening Hispanic-owned businesses, specifically restaurants, bodegas and carnicerías (meat markets), addressing foundational business challenges, and supporting business growth over the next five years. Juntos Crecemos is part of PepsiCo’s Racial Equality Journey Hispanic Initiative, a $172 million set of commitments launched in October of last year.

According to a study by the U.S. Hispanic Chamber of Commerce, Hispanic-owned businesses alone contribute over $800 billion in economic activity and play a central role in their communities. According to a Stanford University survey, as a result of the pandemic, 86% of Hispanic small business owners reported significant negative impacts, including complete closure, and were only half as likely as their white counterparts to receive Paycheck Protection Program (PPP) loans. This, coupled with the historic systemic barriers affecting wealth and educational attainment, contributes to smaller business income among Hispanic business owners according to research conducted by the Small Business Association.

“Juntos Crecemos and The PepsiCo Foundation IMPACTO Hispanic Business Accelerator bring our Racial Equality Journey and PepsiCo’s values to life,” said Esperanza Teasdale, VP & GM, Hispanic Business Unit, PepsiCo Beverages North America. “We’re proud and committed to supporting and elevating the voice of the Hispanic small business community that is impacted by systemic inequality.”

Small business owners participating in Juntos Crecemos will have access to the Hispanic Digital & Delivery Program, a customized eight-week consultation curriculum tailored to meet their specific needs, including helping them improve their online presence, delivery logistics, online ordering, and marketing practices. Participants will also have access to consultation from experts via office hours, where they will receive coaching and guidance on devising solutions for business challenges.

“Providing these resources is critical to delivering on our ambition to drive long-term change and address systemic barriers in communities that too often have been overlooked,” said Antonio Escalona, SVP & GM, Hispanic Business Unit, PepsiCo Foods North America. “This is only the beginning, and we are committed to working alongside these restaurants, bodegas, and carnicerías to propel their businesses forward.”

As part of the program, participating bodegas and carnicerías owners will also receive store essentials, including safety kits, consumer promotions and targeted digital media support. To help raise awareness of Juntos Crecemos and assist with implementation, PepsiCo has partnered with the Latino Food Industry Association (LFIA).

“Hispanic small business owners have disproportionately been impacted by the COVID-19 pandemic, which is why we are excited to work with PepsiCo in bringing this much needed support to our community,” said Lupillo Ramirez, LFIA president. “Juntos Crecemos will provide valuable guidance and mentoring while connecting and uniting business owners across the country in sharing best practices.”