Supporting Small Business Growth
Latino-owned businesses are expanding at a remarkable pace, contributing significantly to the U.S. economy. In Colorado, a nonprofit organization is playing a key role in equipping Latino entrepreneurs with the knowledge and tools to succeed. Adelante Community Development, based in Commerce City, offers Spanish-language business courses tailored to the Latino community, covering essential topics such as finance, marketing, and business administration.
One of its most popular initiatives, the Sal y Pimienta program, provides training for those aspiring to enter the food truck industry. Patsy Aguilar and her husband, Ramon Lizarraga, are among the many success stories. Originally from Mazatlán, Mexico, the couple had a passion for cooking but lacked business knowledge. Through Adelante’s guidance, they launched Pata Salada Ceviches, a thriving food truck business. Their venture has been so successful that they are now planning an expansion.
“We work hard and always strive to improve, but sometimes we don’t have access to the right information,” Aguilar said. “That’s why Adelante makes such a big difference in our community.”
Building a Stronger Economy
The rapid growth of Latino-owned businesses is evident in national statistics. According to a 2023 report from the Stanford Graduate School of Business, nearly five million businesses across the country are Latino-owned, generating over $800 billion annually. Between 2007 and 2022, Latino-owned businesses grew by 57%, significantly outpacing the 5% growth seen among white-owned businesses during the same period.
Colorado mirrors this trend, with more than 90,000 Hispanic-owned small businesses playing a vital role in the state’s economy. Hispanics make up about 20% of the workforce and nearly 14% of business owners in Colorado, according to the U.S. Small Business Administration. Recognizing the challenges these entrepreneurs face, Maria Gonzalez, founder of Adelante, has dedicated herself to providing education and resources to help them navigate the business world.
Gonzalez, who faced her struggles as an entrepreneur, founded Adelante after experiencing difficulties keeping her business afloat during the Great Recession. Understanding the hurdles that many Latino business owners encounter, she created a support system offering mentorship, business registration assistance, and guidance on complex regulations. Additionally, Adelante is advocating for legislative changes to simplify food truck licensing, working with policymakers to establish a streamlined permitting process.
Creating Lasting Change
Beyond supporting food truck businesses, Adelante also assists entrepreneurs in other industries. Erika Rojas, a business owner in Aurora, found inspiration through Adelante’s programs after experiencing gender discrimination while seeking car repair services. This led her to establish Pink Auto Services, a mechanic shop designed to cater to women and provide them with basic car maintenance education. With Adelante’s assistance, she developed a solid business plan and is set to launch her shop later this year.
“Latinos need a space like this,” Rojas said. “Adelante feels like family. They make me feel comfortable and help me learn so much.”
Experts emphasize the importance of fostering Latino business growth to sustain economic development. With Latino entrepreneurs projected to play a larger role in the U.S. economy, initiatives like Adelante are crucial in helping businesses thrive and create generational wealth. By providing education, mentorship, and advocacy, Adelante continues to empower Latino entrepreneurs, ensuring their success for years to come.
