denly reach people around the United States that I didn ’ t before .”

How are the family businesses you work with responding to the pandemic ?

There are some that stand out in different ways . You have La Esperanza ( bakery , deli and supermarket on Franklin Boulevard in Sacramento ), which is owned by the Plasencia family , and they just celebrated their 50th year ( in 2019 ). Their kids now that are in there are adding the technology . … They ’ re on top of what has to be done for COVID and social distancing , and putting that into practice . … And Caballo Blanco ( restaurant , also on Franklin Boulevard ) … I probably never thought that they would have to pivot into the computer age , but they have during the pandemic , and they have their 60th anniversary ( next year ). And then there ’ s Kulture ( Mexican import store in Midtown Sacramento ), one of the newer family businesses . … David and Nancy ( Garcia ), they already have a daughter that ’ s with them there doing inventory or hanging out in the back room while they ’ re working . So she ’ s seeing her parents put everything they have into this business , and utilizing social media and other platforms ( to pivot ).

Is there anything else you think our readers should know ?

We ’ re going to celebrate our own 50th anniversary in 2022 . … We are as interested and committed to building business as any other organization here in town , and our businesses have been a consistent part of the economic vitality of this region , and I think it ’ s important for people to know that . … We actually have several founders that

are still around and very active . … I feel a privilege and a responsibility to make sure that I ’ m keeping this moving forward , because not only was it founded to be that voice and advocacy for Latino businesses , but I ’ m also around the actual founders , so I want to make sure I ’ m doing right by them .

Jennifer Fergesen is assistant editor of Comstock ’ s . Online at jcfrgsn . journoportfolio . com and on Twitter @ jenniferferges1 .

Who would you like to hear from in Discourse ? Email us at editorial @ comstocksmag . com

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