Pepsi’s Latina-Owned Business Movement Led by ‘Jefas’

As a jefa, a Latina boss or business owner, faces challenges that are not only common to all entrepreneurs but also unique to her identity and experiences. The journey of a jefa is often marked by obstacles such as limited access to capital, a lack of essential business-building resources, and the constant pursuit of profitability. However, what sets her apart is the additional layer of gender and cultural biases that she must navigate in the business world.

One striking example of the challenges faced by jefas was highlighted in a recent meeting with a supplier, where a question that rarely crosses the minds of other entrepreneurs was posed: “So when is your husband arriving?” This simple inquiry encapsulates the pervasive stereotypes and assumptions that jefas encounter in their professional lives. It reflects the deeply ingrained societal norms that continue to undermine the authority and capabilities of women in leadership roles, particularly women of color.

Despite these obstacles, jefas continue to defy expectations and carve out their paths to success. Two inspiring jefas, who are part of PepsiCo’s Jefa-Owned campaign, shared their stories of resilience and determination in the face of adversity. Their experiences shed light on the unique struggles and triumphs of Latina entrepreneurs, offering valuable insights into the power of perseverance and self-belief.

Through initiatives like the Jefa-Owned campaign, the voices and stories of jefas are amplified, bringing much-needed visibility to their achievements and challenges. By showcasing the diverse talents and perspectives of Latina business owners, these campaigns aim to inspire and empower the next generation of jefas to pursue their entrepreneurial dreams fearlessly.

In a world where gender and cultural biases continue to shape the business landscape, it is essential to recognize and celebrate the contributions of jefas. Their resilience, creativity, and unwavering determination serve as a testament to the transformative power of diversity and inclusion in entrepreneurship. As we strive for a more equitable and inclusive business environment, let us uplift and support jefas in their pursuit of success, acknowledging the invaluable impact they have on our communities and economies.