The discussion brings to the forefront the formidable challenges that Latino small business owners in Philadelphia grapple with, from economic mobility to language barriers. 

BY JENNIFER HERNANDEZ ON NOVEMBER 6, 2024

From left to right: Juan Carlos Romero Huerta, Carmen Marcet, Frances Almodovar, Arianne Bracho, Daniela Morales, Felipa Ventura. (Credit: ¡Presente! Media)

The Cuéntame series has made a vibrant comeback with the first installment of a two-part event, co-hosted by Madre Tierra and ¡Presente! Media at PhillyCAM on October 10. This year's theme, "Advancing Civic Engagement," aligns with ¡Presente! Media's initiative which encourages community members to share their personal stories, weaving a rich tapestry that reflects the diverse experiences within the community. The oral history series invites participants to explore pivotal moments and themes that have shaped their lives, particularly in preparation for the upcoming presidential election. ¡Presente! aims to spotlight individual experiences and facilitate meaningful conversations about civic engagement that resonate widely with voters.

The Cuéntame series is an essential platform for articulating community concerns and aspirations. During the event, a group of Latino small business owners from Philadelphia shared their challenges, including economic mobility, accessibility issues, and language barriers in their pursuit of legalizing their businesses. Arianne Bracho Hernández, co-host and Executive Director of El Centro Integral de la Mujer Madre Tierra (CIMMT)—a feminist production company focused on advancing gender equality and combating violence against Hispanic women—underscored the importance of solidarity within the community.

Arianne Bracho Hernández, co-host and Executive Director of El Centro Integral de la Mujer Madre Tierra.

(Credit: ¡Presente! Media)

"The Hispanic community should support one another across all sectors," she declared, calling for urgent collaboration among community members.

The discussion brought to light the specific hurdles Latino small business owners face. Felipa Ventura, owner of Taqueria Morales in South Philly, reflected on her entrepreneurial journey, noting this was her second attempt at starting a business. A lack of support and resources marked her first endeavor in 2006.

Originally from Mexico and inspired by her mother, a former fruit vendor, Ventura lamented the absence of accessible business knowledge at that time. "If you needed a license, you had to pay for that information from the person you asked," she recalled. Her motivation to pursue entrepreneurship again stemmed from her desire to provide her daughters with educational opportunities despite her unfamiliarity with college costs.

Educational disparities within immigrant communities often exacerbate the difficulties that Ventura and her fellow business owners confront. According to the Pew Research Center, in 2022, immigrants aged 25 and older were three times more likely not to have completed high school when compared to their U.S.-born peers (25% vs. 7%). However, higher education attainment appears more equitable; both groups have comparable rates of bachelor’s degree completion (35% for immigrants and 36% for U.S.-born individuals, respectively). Educational attainment varies significantly by origin, as more than half of immigrants from Mexico (51%) and 46% from Central America have not finished high school. Conversely, only 21% of Caribbean immigrants fall into this category.

In the competitive food industry, aspiring entrepreneurs face numerous obstacles that can impede their progress. Juan Carlos Romero, owner of Philly Tacos, shared insights into newcomers' challenges, particularly the need for clear guidance in navigating the complexities of starting a business. Romero’s experience represents the formidable hurdles often stemming from lacking resources and knowledge. After four years of perseverance and careful saving, he identified a unique market opportunity—opening a taco shop that was noticeably absent in his community.

Language barriers further complicate the entrepreneurial journey. Romero emphasized that communication challenges are significant for many aspiring business owners. He highlighted the urgent need for accessible education surrounding business operations, as many individuals find themselves confused amid the licensing process and lack critical information necessary for a successful launch. This resource gap often leads to frustration and disillusionment when support systems fall short.

Despite some progress, Romero remains concerned about the community's need for continuous learning and adaptation to modern business practices. Reflecting on past business strategies, he noted, “In 2002, the approach to business was quite outdated; people would simply open their doors and wait for customers to arrive.” For entrepreneurs like Romero, evolving is crucial to overcoming persistent challenges and achieving success.

Carmen Marcet, owner of Philly Sunset Investors, echoed these sentiments, detailing the complexities of navigating bureaucratic processes. “You go to the person in charge who tells you: Fill out this form, and leave you there without providing further assistance,” Marcet stated. She pointed out that even bilingual individuals can struggle with the nuanced terminology and requirements that add to the challenges for entrepreneurs working to establish their businesses.

How can local, state, and national governments effectively support business owners?

The Latino business owners reflected on how the government effectively aids small business owners and the areas that need improvement. Their insights shed light on the challenges both long-term residents and newcomers face in effectively navigating the complexities of city resources and personal engagement.

Daniela Morales (left) and Felipa Ventura (right) in discussion. (Credit: ¡Presente! Media)

Ventura voiced her concern over a noticeable lack of awareness among residents regarding available city services, particularly after witnessing many unfamiliar with initiatives like free lighting services at a district meeting. “I strive to fulfill my responsibilities to our city,” Ventura stated, calling for a greater understanding of how residents can contribute positively while tapping into the support systems.

Romero echoed this sentiment, emphasizing the need for enhanced education and cultural cohesion. He noted that the immigrant community has significantly contributed to the nation’s progress but reiterated that fostering teamwork and support among neighbors is the real challenge. “I believe that we are the problem,” he admitted, suggesting that improved collaboration could alleviate many of the community’s setbacks.

The two business owners reflected on their experiences in Philadelphia, highlighting disparities in how long-term residents and recent arrivals integrate into available resources. Ventura remarked on the speed at which newcomers adapt, stating, “What took us years to achieve, they are accomplishing in just a year or two.” Romero supported this observation by underscoring the importance of cultural understanding and the necessity for systematic approaches within communities.

Their discussion also emphasized the need for better communication between city officials and residents. Ventura acknowledged recent strides made by the city to share essential resources, while Romero advocated for more educational initiatives that empower residents to navigate these systems effectively.

“It seems that the city is finally stepping up,” Ventura noted, as Romero added, “Technology has made things more accessible. If someone doesn’t know how to start a business, resources are much easier to find now than 20 years ago.”

Marcet contributed to the dialogue, highlighting the ongoing efforts to bridge cultural gaps in business practices. She pointed out that although translation efforts have improved, newcomers often need help understanding local regulations and procedures. “How do you learn that system? Who explains it to you?” Marcet questioned, calling for structured guidance to help aspiring entrepreneurs navigate the local business landscape.

The collective voices of Ventura, Romero, and Marcet emphasize the necessity for greater resource awareness, cultural understanding, and systematic support for all community members. They ultimately advocate for a more engaged and informed citizenry ready to embrace their roles within the city.