“Latinas in Business,” an event by Latinas Lifestyle, a product of Hispanic Media, once again confirmed its status as a reference space in the world of fashion and business, aimed at Latina women entrepreneurs seeking to prepare themselves and establish interpersonal and professional relationships.

This new edition of Latinas Lifestyle featured luxurious presentations celebrating business, fashion, and Latin influence, including Venezuelan entrepreneur Jenny Rafeh and special guest Andreína Martínez, Miss Universe Dominican Republic 2022. Additionally, Miguel Estévez, Hispanic Media’s styling director, served as the moderator.

Rafeh, a successful Venezuelan who transitioned from teaching in schools to the business world, has developed businesses so different that she can know the organizational secrets in almost any company.

Martínez, a successful Dominican who has worked with effort and determination to achieve her dreams, to the point of becoming Miss Dominican Republic Universe and the second runner-up in Miss Universe 2022, studying in two careers, working in the New York Senate and the national Senate, and supporting the noblest causes in her country.

Estévez is not only a connoisseur and passionate about fashion but also a psychologist, a delirious combination in the industry, as he knows how to make an outfit stand out from the unconscious.

“Latinas in Business” was a vibrant evening, full of excellent opportunities for the exchange of ideas, knowledge, experiences, trends, and fashion, where the audience emphasized their need for knowledge and building connections to help create new projects.

Among the audience were local personalities such as Magdalis Melo, an interior designer, and Mayorie Paredes, founder of the organization Mujeres que Inspiran, among others.

Hispanic Media’s President & CEO, Ricardo Hurtado, reiterated Latinas Lifestyle’s mission to support and empower Latina women in the United States.

Beyond being a communication bridge, Latinas Lifestyle has been a beacon of empowerment, education, and support, believing in the transformative power of stories, the strength that lies in diversity, and the infinite capacity of communities to inspire change.

The event, which honored and exalted Latina women, took place at 2nd Floor Lounge, 208 S 13TH ST, Philadelphia, PA 19107, and was made possible thanks to the support and sponsorship of Jenny Rafeh Multiservises, South Philly Home Care Life, Hispanic Media, and El Sol Latino Newspaper.

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Robert Unanue currently serves as the CEO of the company. He is the third generation leading a successful brand that focuses its products on the Latino community. Beans are their flagship product, but they also highlight Masarepa flour, used for making arepas, and adobo, in both sauce and dry form—all flavors that are part of traditions and, consequently, deeply rooted in culture. After all, gastronomy is a direct connection between a person and their culture, no matter where they are.

You can read: Goya Foods pledges $2 million to combat child trafficking

“My grandfather came from Spain to Puerto Rico. I have Puerto Rican and Spanish blood. He left at 17 to seek new horizons (…) During the Spanish Civil War, he established Goya Foods. He bought some Goya brand sardines from Morocco; he liked the name because of its link to Spain, to the Spanish painter Francisco de Goya. He was also a marketing person (…) he came up with the phrase ‘if it’s Goya, it has to be good’,” Bob Unanue shared in an exclusive interview with El Sol Latino Newspaper from the city of Philadelphia.

A product for Latinos

According to data from the Pew Research Institute, the Hispanic population in the United States reached 62.1 million in 2020, representing 19% of all Americans and the country’s second-largest demographic group. That same year, the census revealed that just over a quarter of all children in the country are Latino, with an increase of over one million in just a decade. So, based on current estimates, one in five Americans is of Latino origin. By 2060, it is expected to be one in four, totaling 119 million.

And there are other very interesting data points. For example, BBC Mundo reported that “Latinos in the United States generate $2.8 trillion annually, equivalent to Mexico and Brazil combined.”

“This gives us the opportunity to influence the future of the country with our values,” Unanue referred to the community. He knows the value of hard work very well, the power of getting up in the morning with a purpose in life, as he has been involved in the family business since he was 10 years old during summers. “Work is essential,” he added.

Social focus

The company is focused not only on product sales but also on social programs that include education for children with school visits, aid for victims of sex trafficking, and any project that touches the hearts of the executives. “Now I have a purpose, and it is to help,” he confessed. Similarly, they are involved in cinema with stories that delve into topics related to the Latino community and the values they uphold, such as love and respect.

Another important issue for the company is mental health. “We focus on that as well in schools. It’s incredible, we go with videos and courses to different schools, and some young people come to tell us their problems,” he assured. This way, they realize they are not alone and have the courage to come forward and share their suffering.

For Bob Unanue, hope lies on the horizon thanks to the community that has always supported him and that he, from his position, also lends his solidarity to. “We say we are the big Goya family, and we are, a big family, and family takes care of each other,” he concluded.

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Leslie CG Campbell, board chair, highlighted that Campos is ideal to lead the next chapter of PetMeds, and “the board has confidence in her ability to drive sustainable profitable growth and value for shareholders.”

“She is a proven leader and innovative marketer with a strategic customer-focused mindset and a passion for the pet wellness industry.”

CG Campbell expressed that Campos’ extensive experience in brand-building, evolving technological platforms, and driving digital transformations, along with a strong track record of operational excellence, will be instrumental in shaping future success.

Campos is a globally recognized and experienced retail executive with over 25 years of experience. She previously served as CEO of Diane von Furstenberg and president of a portfolio of global brands including Juicy Couture, BCBG, Bebe, and Herve Leger.

Campos’ focus on the ever-evolving consumer landscape has transformed companies to grow in both digital and physical retail through technology, innovative direct-to-consumer marketing, and supply chain diversification.

Speaking of her new role, Campos expressed that she is honored to join the PetMeds team as President and CEO to bring her deeply rooted experience and unwavering passion for the industry to the organization.

“In partnership with this dedicated board, we will continue to focus on harnessing the collective potential of the PetMeds and PetCareRx teams to drive growth, foster exceptional experiences for our customers and employees, and deliver meaningful value for our shareholders,” Campos emphasized in a press release distributed by media outlets.

You can read: Goya: A Social Commitment Beyond Food

Campos, recognized within the top 100 Latina Leaders and as a Top Woman in Retail, has also held leadership positions at apparel companies Polo Ralph Lauren and Nautica International.

Her broad knowledge across the retail ecosystem spans software, product development, sourcing, and international distributor/franchise partnerships to digital marketing and e-commerce.

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Huertas shared with El Sol Latino details of her life and her stance in the US, among other stuff.

“Joy is a leading woman, with a heart (oriented) to serve, to help people. Someone who understands the trajectory of the immigrant, the Latino, the Hispanic in the US”, she described herself.

Huertas originally came to the US to study English. Her plan was to return to Bogotá after a few months. However, destiny had other plans. “While in Colombia I found out that I was awarded me with a scholarship to study in the United States and do an undergraduate degree.”

A miracle

The magic of Huertas’ scholarship is that she was not the one who applied directly. She obtained a scholarship to study journalism (focused on television) at Liberty University thanks to the efforts of her English teacher months ago.

“She had already asked me if she wanted me to stay. I told him yes, obviously. It was like the American dream for me,” she said. “During the time I was in Colombia she spoke, and at that time they gave her a scholarship. They wanted to bring more international students and gave a scholarship to one person per country”.

She was fortunate that there was no one from Colombia in the program and they offered her a scholarship that even allowed her to work.

After studying, teaching how to give oral presentations and obtaining a master’s degree (also from Liberty University), Joy Huertas joined Esperanza, an organization that has been in charge of empowering the inhabitants of Hunting Park (north of Philly) to lift themselves out of poverty through programs that cultivate self-confidence, determination, and knowledge.

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Her role at Esperanza was marketing associate. She managed social networks, videos, photography and communications in general.

“On one occasion they did a super big event in Washington with faith leaders from all over the country. They brought both Republican and Democratic politicians like Nancy Pelosi, the speaker (Paul) Ryan, (then VP) Mike Pence. All the marketing communications from the event fell on me,” she said. “Then they promoted me to manager.”

After Esperanza, Huertas was given the opportunity to work in the City of Philadelphia under the administration of Jim Kenney. Of course, with a “very small” aggravating circumstance: the COVID-19 pandemic.

Joy Huertas joined the Mayor’s team as communications manager for mobility, and the most important initiative in her charge was Vision Zero. “It was very cool to do communications for Vision Zero and it is still part of my portfolio to be able to communicate to people the importance of slowing down, of driving carefully, these types of measures that are super important,” said the young woman from Bogota.

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The change to deputy director of communications

During the pandemic, something that press team from the office of the Mayor of Philadelphia noticed was that there were few people in the city who spoke Spanish.

“The press team, of which I am now a part, connected with me to help them translate, and this was a time when only essential workers could work,” he explained.

During that time, Huertas got to know the team and a vacancy opened in October. “The first person they thought of applying for was me and it was a very competitive process,” Huertas said. “As much as I studied in the US I didn’t go to Harvard, I didn’t go to Penn University, so one goes with great humility. But I did feel that it was the position for me, that I could perform well”.

Finally, Joy Huertas confessed to El Sol Latino that she felt a great responsibility to represent the Hispanic community and Latin American women with dignity. However, it is a commitment that she assumes with pride and with her head held high.

“I feel that I have the responsibility to stand up for Colombians, for Latin women. It’s important to me.”

Huertas outside work

Joy Huertas is a woman of contrasts: a very social girl with introverted moments, according to her own vision. She loves exploring Philly and the world, as well as reading, spending time with her friends, and going to concerts as long as her job allows it.

During the pandemic Joy was encouraged to play sports, but there was one in particular that caught her. “I started running and I really liked it,” she confessed to El Sol Latino. “I am aware that I need to recharge my batteries because the job at the mayor’s office is very demanding. I love to watch a good movie and read a book,  I read about five novels in a year.”

The future for Joy Huertas

The young woman from Bogota aspires to continue facilitating access to the Hispanic media for information and services from the Mayor’s office. “I see myself as a bridge between the Administration and Hispanic residents, and I would love to continue strengthening those ties with the media to report on available resources and help,” she said.

In the long term, Huertas would like to resume the path of journalism “in one way or another.”

“From my experience in government I have realized the importance of educating and informing the community on civic issues, citizen participation, the environment and mobility.” However, her greatest desire has to do with her homeland.

Doesn’t forget her origins

Huertas always has Colombia in mind, through contact with her family, from the news or her memories. For this reason, her greatest aspiration is to give back her country everything it has given her and contribute to her country what she has learned on American soil.

“In the Kenney Administration there is a very strong pillar that is fairness and government transparency. If I could contribute in the field of communications in an NGO, media outlet, or even in the government of Colombia or Bogotá, it would be a dream come true”.

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Fernando Treviño is a political consultant. It is supported by the Latino Victory Fund. He founded his own political advisory firm, which assists political campaigns based in Philadelphia and throughout Latin America. He worked for Barack Obama’s administration and as a Mexican immigrant. He says he will incorporate global thinking into his local government strategy.

Erika Almirón is an American of Paraguayan descent who shows up as one of the most prominent immigrant rights activists in the city. She leads the dialogue on the ongoing battles in the “sanctuary city” concerning the detention of undocumented immigrants.

 She is supported by 215 People’s Alliance. It has campaigned to increase access to affordable housing, accountability in the police and the creation of a city bank.

Edwin Santana is a pilgrim. He came to Philadelphia from the Bronx, New York City. His legislative aspirations are to encourage economic investment for minority-owned businesses in African American neighborhoods, increase youth educational programming, and introduce green energy bills.

 Santana has experience in electoral contests and, although unsuccessful, ran for the Pennsylvania House of Representatives in 2016.

The city has very good options on the list of Latinos to the General Council.

Translated by: José Espinoza

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