Archive → Noviembre, 2011
Caribbean should promote to Hispanic American market
Caribbean tourism marketers should include the powerful Hispanic-American community and the wider multicultural market segment when promoting the allure of the region to North American audiences.
Lisa Skriloff, a veteran multicultural marketing expert, and CBS News Associate Producer Ivette Davila-Richards of the National Association of Hispanic Journalists, made the call in New York while preparing to address the 20th edition of the Caribbean Media Exchange slated for 1-5 December, 2011, at Frenchman’s Reef & Marriott Beach Resort in St. Thomas, US Virgin Islands.
The multicultural population, which includes African Americans, Caribbean-Americans, Hispanic Americans, Asian Americans, American Indians and Alaskan natives among other groups, currently represents a staggering 36 percent of the US population, and US$2.6 trillion in annual buying power.
“With the recent US Census indicating that the minority population will be the majority by 2042, addressing the interests and travel habits of ethnic and niche travellers is becoming increasingly important for the travel industry.
That is why multicultural tourism is a key consideration for travel marketers,” said Lisa Skriloff, editor and publisher of Multicultural Travel News.
Caribbean leverage
Ivette Davila-Richards, a Puerto Rican native and National Association of Hispanic Journalists’ Director for the Northeast United States, concurred on the importance of multicultural promotion and looks forward to helping the US Virgin Islands and the Caribbean leverage the $71 billion dollars Hispanic Americans spend annually on travel.
“I am very excited to be able to participate in such a prestigious event in the US Virgin Islands where I will share the National Association of Hispanic Journalists’ message of advocacy and support for Hispanic journalists in the media.
I also look forward to tweeting, Facebooking and blogging about this event to the members of [the Hispanic journalists association] and our partners,” said Davila-Richards, a former videographer for NY1 News/ NY1 Noticias.
An associate producer for CBS News Path (news gathering source) where she translates, writes scripts and edits reporter packages for outgoing national and international news, Davila-Richards, who also is an active member of the National Association of Black Journalists, has arranged to make a generous contribution to the Family Resource Center during the Caribbean Media Exchange’s community outreach intervention in St. Thomas.
Since 2001, the Caribbean Media Exchange has produced 19 conferences and symposia throughout the Caribbean and North America to underscore the value of the region’s largest industry, tourism, in bettering the health, education, culture, environment and wealth of Caribbean communities, at home and abroad, in a climate friendly fashion.
Latinos Building Power, Shaping America’s Future
By Maria Teresa Kumar (HuffPost Latino Voices). There’s never been a more pivotal moment for Latinos to flex our collective power, and move our community and our country forward. This idea was at the heart of the talk I gave recently at TEDxWashingtonHeights.
The United States has 50 million Latinos, the third largest and wealthiest Latino community in the world. At a time when a growing chorus of naysayers are predicting America’s demise, Latinos continue to be optimistic about our future. Despite our economic difficulties and educational needs, Latinos profoundly believe in America, and it is because of that, that I think that America’s best days actually lie ahead.
While many see India and China as the world’s most promising emerging markets, they’re overlooking Latinos in the U.S., an emerging market that has educational and health advantages. The emerging Latino market is young, hard working and optimistic. This is what we need to turn our country around.
There are a few other reasons that make the Latino community powerful: our biculturalism, bilingualism and connections to Central and South America. There’s also the immigrant spirit of innovation and entrepreneurship, that if nurtured with an adequate investment in education, can ensure America’s position as leader of the world.
The growing influence and power of Latinos is already making a difference at the ballot box. This emerging power has spooked a lot of politicians who have neglected the Latino community or even attacked it by passing immigration laws that make all Latinos even more susceptible to profiling. Their reaction, unfortunately, has been to try to block our votes instead of earning them. It’s no accident that Texas and Florida, two of the states with the largest Latino populations passed a slate of restrictive voting laws. Texas now has one of the strictest photo ID laws in the books. Among other restrictions, Florida reduced early voting from two weeks to one and eliminated voting on the Sunday before Election Day, when Latinos are most likely to vote.
These laws and others that seek to curb organizations like mine from registering voters by setting onerous requirements punishable by fines have made our work more difficult. Fortunately for us, young Latinos lead in the use of mobile technology and have used SMS to mobilize their community. In 2006, mobile messaging helped energize millions of Latinos across the country to demonstrate and protest against draconian anti-immigration laws proposed by Congress. At Voto Latino, we’re using the latest mobile technology to help further this engagement by connecting them to the candidates and promoting voting in their communities.
We’ve already started registering voter for 2012. Our first event was held earlier this month in Texas. We helped register nearly 5,000 high seniors in a pep rally that celebrated democracy. And we’re just beginning. We’re planning more of these types of events to ensure that 18-year-olds learn that civic participation is a part of taking control of one’s future because numbers alone won’t give us power and influence. That will only happen if we register, vote and become politically engaged.
I’m excited for the road ahead, and look forward to hearing your voices as part of our national conversation. When you have a minute, watch the video and let me hear from you. Your story will be part of future Voto Latino content that helps grow our movement in 2012.
http://nglc.biz/2011/11/28/latinos-building-power-shaping-americas-future/
Tutele y Tutele Dos Launches global network
Maker Studios has launched its flagship online global bilingual network Tutele and Tutele Dos. This is the first bilingual online network of original web programming specially created to supply the increasing demand for content by Spanish-speaking, English-speaking and bilingual Latinos. Tutele, which is part of the launch of more than 100 thematic channels in YouTube, was announced recently by the Internet giant as one if its original investments.
Tutele, the net’s main “hub,” and its ancillary content channel Tutele Dos, has programming in Spanish, English and Spanglish, using a bilingual approach for all Spanish and English speaking Latinos. Tutele has 12 online channels and two hub channels. The network’s focus is cultural programming for young and adult Latino audiences, targeting viewers in the Latino community in the United States, Mexico, South America and Spain. Tutele has also partnered with already established and successful online channels aimed at the Latino community.
Current programming includes the action/comedy series “Si! es I, Pepe,” telenovela“Melodia de Amor,” and the music/talk variety show “Hello, Domingote.” For an insider’s view, Tutele Dos will also broadcast “extras” including behind-the-scenes videos, interviews with network talent and guest stars as well as “confessionals” from characters of the shows on the network.
“Our vision is to become the largest Internet network focusing on a variety of bilingual original web programming that will entertain, teach and inspire all range of audiences worldwide, while empowering our talent to take creative control and help them build a brand for themselves,” said Jai Bugarin, Head of Bilingual Programming, Tutele/Tutele Dos.
http://nglc.biz/2011/11/29/tutele-y-tutele-dos-launches/
La Comunidad’s ‘El Spooky Show’ Stars Hamster From Popular Ad
A mean giant hamster that was a popular character in a World Cup ad campaign last year is getting his own short sitcom called “El Spooky Show,” created by U.S. Hispanic agency La Comunidad.
El Spooky Show
Starting Friday, five-minute webisodes will run twice weekly on Viacom’s Hispanic youth channel MTV Tr3s in the U.S. and the recently launched Comedy Central in Latin America.
Spooky debuted in a hilarious international campaign for MTV that highlighted the obsessive behavior of fans watching the month-long World Cup on TV last year, with the tagline, “We understand why you aren’t watching MTV.” In one spot, a giant hamster attacks his disheveled owner with a chainshaw and berates him for forgetting to feed him for weeks during a World Cup-watching binge. Spooky demands a pizza be delivered to his tiny cage immediately.
“It happened spontaneously,” said Jose Molla, founder and creative director of Miami-based La Comunidad, MTV’s long-time international ad agency. “After the World Cup campaign stopped running, Latin kids started Facebook profiles and blogs under the name Spooky. We saw all this online activity from kids pretending to be Spooky. We got together with MTV and said we have something on our hands that could be bigger than an advertising campaign.”
La Comunidad-Summer, a content division of La Comunidad, wrote and directed 12 five-minute Spanish-language episodes (in the U.S., subtitles will be added to the Tr3s version at www.tr3s.com).
In one episode of “El Spooky Show,” Spooky’s hapless owner and roommate Yogu returns home to find Spooky has ordered a ninja online, and the ninja has taken over the apartment. In another episode, the snarky hamster hypnotizes Yogu and wreaks havoc.
“What’s really cool about this is it’s an advertising character that’s become content, and for us it also becomes a business opportunity,” Mr. Molla said. “We’re participating in rights and merchandising opportunities for Spooky.”
MTV is doing promos for “El Spooky Show” and Mr. Molla will be speaking at some MTV and industry gatherings about the character, although he is somewhat handicapped by not being able to have Spooky appear with him.
“I wanted to bring Spooky but it’s complicated to move not only the costume but also all the electronic equipment, especially from one country to another,” he said. A real person is inside the giant hamster suit, but parts of Spooky’s body, including his facial expressions, are controlled electronically by a second person.
So Mr. Molla says Spooky is vacationing in Buenos Aires, where La Comunidad has its other office and “El Spooky Show” is shot.
Hispanic-owned businesses up 54%, study says
By Eric Schwartzberg, Staff Writer
BUTLER COUNTY — The number of Hispanic-owned businesses in Butler County has doubled in the last decade, according to a regional study.
Conducted by the Hispanic Chamber Cincinnati USA, LaVerdad Marketing and Hispanics Avanzando Hispanics, the study shows the number of Hispanic-owned firms increased by 54 percent between 2002 and 2007.
The results demonstrate “a clear economic impact on the region,” said Alfonso Cornejo, president of Hispanic Chamber Cincinnati USA.
“There’s no doubt the Cincinnati-Dayton corridor is experiencing explosive growth,” he said. “That is the utmost reason why growth (of Hispanic-owned business) has been like that.”
The study also shows revenues for Hispanic-owned businesses in Butler County grew by 48 percent, payroll by 57 percent and the amount of employees by 58 percent during that six-year span.
“Hispanic or Latino” refers to a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race.
The leap in receipts from $31.9 million in 2002 to $61.5 million in 2007 fills Butler County business owner Isidro Carrero with hope for future entrepreneurs.
“That tells me the Hispanic community is growing and not just growing in number, but growing in the marketplace,” said Carrero, who owns CraftMaster Building Solutions.
Carrero, 34, came to the United States from the Dominican Republic in 1999, first working in New York, then making his way to southwest Ohio several years later
He started out a worker in the construction business and opened Craftmaster Building Solutions in Roselawn in 2003, then subsequently moved it to Hamilton and Okeana in Morgan Twp., where his wife Christa grew up.
Craftmaster is one of 365 firms that contributed to a 51 percent increase in the amount of Hispanic-owned businesses in Butler County between 2002 and 2007, according to a 2011 study carried out by the Hispanic Chamber Cincinnati USA, LaVerdad Marketing and Hispanics Avanzando Hispanics.
Although some Butler County officials have taken a hard-line stance on illegal immigration, Carrero said the county remains “a good place to do business.”
“The market is easy to get into and it’s just more attractive and we just like it here,” he said.
Carrero said growth of Hispanic-owned businesses in Butler County can be attributed a successful entrepreneurial community that works hard and contributes to the community, as well.
The explosive growth of Hispanic-owned businesses in the county also can be attributed to the construction industry, according to Cornejo.
“The construction industry is a very attractive market for us,” Cornejo said.
Nationally, construction and services sectors account for 30 percent of Hispanic-owned businesses.
In 2009, Carrero changed the name of the business from Carrero I.C.A. Construction, which he believes caused some people to hang up on him during marketing calls, to the more homogenous Craftmaster moniker.
Initially meant to “deflect some of the stereotypes of Hispanic companies,” the name change also has had an another welcome effect: it made his business more marketable.
People often believe that the term “Hispanic” refers to a race or a kind of people,” a perception Carrero said is untrue.
“Hispanics are very different,” he said. “We come from different parts of Latin America and we come from different cultures. Many people here in the United States don’t seem to see that difference.”
Carrero estimates that 90 or 95 percent of his Butler County clients are non-Hispanic, the majority of whom take the time to know him for who he is and can see beyond his national heritage.
“They pre-judge you before they get to know you but once they get to know you. But once people get to know you and see your work, things can go well,” Carrero said.
Being in the business of building something from nothing is in his blood, he said.
“My dad owns a transportation company and I grew up in businesses (of other relatives),” Carrero said. “I think that reflects our culture.”
In the Cincinnati region, professional, scientific and technical companies accounted for the single largest category in Hispanic firms by sector with 16.3 percent.
“Professional services are, by far, the largest group of Hispanic-owned businesses,” Cornejo said. “That means lawyers, architects, doctors, engineers, etcetera.”
That top category is followed by the administrative/support/waste management/remediation services firms category (10 percent), “other services, except public administration” (8.7 percent) and construction (8.3 percent).
The study also includes population growth, using 2010 U.S. Census data to show how Ohio’s non-Hispanic population grew by 0.4 percent between 2000 and 2010 to a total of more than 11 million, a gain of just 45,813 people.
Meanwhile, the state’s Hispanic population skyrocketed by 63.4 percent to a total of 354,674.
Hispanic Entrepreneurs to Benefit From ‘Small Business Saturday’ Effort
The United States Hispanic Chamber of Commerce (USHCC) today announced its support of the 2nd Annual Small Business Saturday, taking place November 26, 2011, a day dedicated to supporting small businesses in America during one of the busiest shopping weekends of the year between Black Friday and Cyber Monday.
Small Business Saturday, an effort championed by leading corporations including American Express, Facebook, Verizon, Hilton, Google, and AT&T, among others, brings National Entrepreneurship Month to a close.
“With small business taking its rightful place as the backbone of our economy, efforts like Small Business Saturday put Hispanic entrepreneurs in a wonderful position to benefit and continue leading the trend as the fastest growing minority group in America’s business community,” says USHCC Chairman Nina Vaca. “The USHCC applauds the corporations that created this initiative, which calls on Americans to celebrate and invest in the remarkable and everyday successes of our entrepreneurs and business owners across the country.”
Small Business Saturday was created in response to small business owners’ most pressing need: more demand for their products and services. In all, 130 small business advocate groups, public and private organizations and elected officials, including Senator Robert Menendez (NJ) and Senator Lisa Murkowski (AK), joined in supporting Small Business Saturday.
“As National Entrepreneurship Month comes to a close, the USHCC asks our members to support small businesses and entrepreneurs in their communities on November 26 by shopping with local merchants,” says Javier Palomarez, USHCC President and CEO. “By spending our dollars with local businesses, together we can invigorate and contribute to the economic growth in our cities across the country, so that small businesses can continue to bolster our economy and create jobs. The USHCC urges all Americans to think big and buy small.”
CafeMom announced the launch partners for Mamás Latinas
CafeMom announced the launch partners for Mamás Latinas (www.mamaslatinas.com), its web destination catering to Hispanic moms which will launch in January, 2012. Moms can now pre-register at mamaslatinas.com and view a series of “Soy Mamá Latina” videos featuring Latina moms sharing their unique stories and perspectives on raising their children in the U.S.
Founding partners include Chevrolet, General Mills, Kmart, and Sears. To support the new website, CafeMom also announced several key hires for the Mamás Latinas executive team.
“We are thrilled to be launching Mamás Latinas in collaboration with these great brands that have been consistently committed to reaching and connecting with Hispanic consumers,” said CafeMom CEO, Michael Sanchez. “With the support of these companies, we look forward to creating a groundbreaking destination that will add value to the lives of millions of Hispanic moms.”
Founding partners will be fundamentally integrated into the site experience, adding value to moms’ lives through the development of active communities, compelling content, and great deals. Word of mouth initiatives and private insights platforms add to the level of custom programs, unprecedented in Hispanic marketing.
“Both Kmart and Sears recognize how critical Hispanic moms are to the success of our businesses,” said Andrew Stein, VP of Marketing Planning for Sears and Kmart. “By 2014, one in four moms online will be Hispanic – as an influential and underserved group of consumers we want to make sure we fill their specialized needs. We are delighted to partner with CafeMom and Mamás Latinas to deliver this compelling platform for this important consumer.”
Leading the effort is Mamás Latinas Co-founder and EVP Lucia Ballas-Traynor, a 25-year Hispanic media veteran who has been at the helm of leading brands such as Univision’s Galavision, MTV Tr3s and most recently People en Español, the top selling Hispanic magazine in the U.S. Three well-known industry leaders will join Ballas-Traynor on the executive team.
· Johanna Torres — Editor-in-Chief – is a leading multi-media editor, journalist and producer with deep experience in the U.S. Hispanic media market. Torres has served as Editor-in-Chief for national publications like Ser Padres and Lamaze, and as Founding Editor of Meredith’s Siempre Mujer magazine, one of the top three leading Hispanic magazines in the U.S. Torres also founded Mi Blogazine, a lifestyle blog for Latinas. She also serves as Lifestyle Expert and Blogger for outlets such as AOL Latino, and regularly appears as a guest on CNN en Español’s NotiMujer, Univision, Telemundo, and Yahoo’s De Moda.
· Stacey C. Rivera — Managing Editor — joins the team from Latina Media Ventures, where she worked as Digital Content Director, responsible for the day-to-day management of Latina.com, the website owned by Latina magazine, the leading English-language lifestyle magazine for Hispanic women. Rivera’s work with top Latino celebrities to create original video and social media content lead to significant increases in traffic to Latina.com. During her career, Rivera has served as managing editor at Hallmark Magazine, Stuff magazine, and Hamptons Country.
· Andrea Slodowicz – VP, Marketing – is a Hispanic industry leader in consumer communication and innovation. As VP Director of Strategy and Content Development for Starcom MediaVest Group Multicultural, Slodowicz was responsible for the development of award-winning, ownable ideas and custom implementation for top 500 advertisers, such as Kraft, Post, Avon, Comcast, Heineken, and Wendy’s. During her 10 year tenure with the agency, she also directed strategic media planning across Tapestry and MV42′s for an esteemed client roster. Slodowicz has been recognized for her innovative multicultural marketing with numerous prestigious awards including AdAgeMagazine’s “25 Twenty Somethings” and Media Magazine’s “The New Media DNA”.
“I am delighted to lead a team of such seasoned and talented Hispanic market veterans,” says Ballas-Traynor. “They all have a deep understanding of Hispanic moms as well as what kind of conversations, content and offerings that engage and moves them. Most importantly, they are all as passionate as I am about the opportunity to create a rich destination where Hispanic moms can connect over their common culture, heritage, and life experiences.”
http://nglc.biz/2011/11/18/cafemom-announced-the-launch-partners-for-mamas-latinas/
Pedro Fabregas Named Senior Vice President-Customer Service for American Eagle
FORT WORTH, Texas, Nov. 21, 2011 /PRNewswire/ – AMR Corporation announced it has named Pedro Fabregas as Senior Vice President-Customer Service for American Eagle. A long-time veteran of the airline industry, Fabregas will be responsible for all airport and flight attendant operations for the more than 1,500 daily flights operated by American Eagle and its affiliate Executive Airlines. Fabregas replaces George Hazy, who is retiring after 32 years with the company.
In addition to his new role with American Eagle, Fabregas will retain his current position as President of San Juan-based Executive Airlines, a subsidiary of AMR Eagle Holding Corp. that operates American Eagle service throughout the Caribbean and Bahamas, and provides service from DFW International Airport to surrounding cities.
Fabregas began his career with American Airlines in 1983 and quickly progressed through a number of management positions within the operation, including roles in Passenger Service, Ramp Service and Facilities Maintenance. He was named President of Executive Airlines in 2008 after serving in a variety of roles at the airline in the Finance and Administration, Sales, Marketing and Planning organizations.
“The American Eagle network is now one of the largest regional airline systems in the world, serving more than 170 locations in the United States, Canada, The Bahamas, Mexico and the Caribbean,” said Daniel Garton, President and Chief Executive Officer of American Eagle Airlines. “During the past 27 years, Pedro has demonstrated a keen understanding of this complex business. That expertise – combined with Pedro’s trademark passion and commitment for providing a safe, quality travel experience for our customers – will make him a great leader for our airline.”
A native of San Juan, Puerto Rico, Fabregas holds a Bachelor’s degree in Administration and Finance from the University of the Sacred Heart in Puerto Rico and a Master’s degree from the University of Miami School of Business Administration.
Fabregas is a founding member of the University of Miami School of Business Administration’s Board of Overseers.
About American Eagle
American Eagle – named Best Regional Airline in North America by the 2011 World Airline Awards – operates more than 1,500 daily flights to over 170 cities throughout the United States, Canada, the Bahamas, Mexico and the Caribbean on behalf of American Airlines. American, American Eagle and the AmericanConnection® carrier serve 260 airports in 50 countries and territories with, on average, more than 3,300 daily flights. The combined network fleet numbers more than 900 aircraft. American’s award-winning website, AA.com®, provides users with easy access to check and book fares, plus personalized news, information and travel offers. American Airlines is a founding member of the oneworld® Alliance, which brings together some of the best and biggest names in the airline business, enabling them to offer their customers more services and benefits than any airline can provide on its own. Together, its members and members-elect serve approximately 900 destinations with more than 10,000 daily flights to 149 countries and territories. American Airlines, Inc. and American Eagle Airlines, Inc. are subsidiaries of AMR Corporation. AmericanAirlines, American Eagle, AmericanConnection, AA.com and AAdvantage are registered trademarks of American Airlines, Inc. (NYSE: AMR).
Current AMR Corp. news releases can be accessed at http://www.aa.com
McDonald’s launches @MeEncanta
McDonald’s USA is expanding its social media strategy with the launch of @MeEncanta, McDonald’s official Twitter handle focused on its growing number of Spanish-tweeting fans living in the U.S. The new social media channel offers followers the latest news about McDonald’s menu, exclusive promotions, as well as information on the company’s different initiatives to support the community in the areas of education, music and sports.
“Hispanics are social by nature, and one of the most active social media users group. Launching our Spanish-language Twitter page was a natural step for McDonald’s as we continue to build lasting relationships with our online consumers,” said Cristina Alfaro, external communications manager, McDonald’s USA. “Twitter is a wonderful way to listen to our followers, participate in the conversation, and lead with timely information about the things they care about, including access to college workshops; music and sporting events; fun giveaways and promotional events exclusive for @MeEncanta followers,” continued Alfaro, a guest speaker at PR News’ Twitter Conference in Las Vegas on Nov. 10.
The new Twitter handle is managed by McDonald’s national Hispanic PR agency of record, VPE Public Relations, and overseen by McDonald’s communication and social media teams.
http://nglc.biz/2011/11/14/mcdonalds-launches-meencanta/
Initiative Gives Corner Bodegas a Chance to Offer Healthy Food
Ah the Bodega….the local corner store where you can still get something on credit because chances are you will be there tomorrow and the owner more or less knows where you live.
The bodega, grocery/deli or corner store is a staple in large cities across the country, but in New York City, specifically, it’s like the Ellis Island of entrepreneurship, a passage through which immigrant families regularly cross.
Whether or not a store is referred to as a “bodega” generally depends on the amount of time a person has lived in NYC (there was a time when Latino-owned bodegas were as commonplace as Starbucks) or whether there is a fully stocked Goya aisle. But, in either case, a bodega is as New York as jaywalking.
Patrons of such locations will rely on the bodega for common items like, snacks, sandwiches, cigarettes, coffee and of course Lotto tickets. But when it comes to healthy choices the bodega is often less than convenient, especially in poorer communities. The stores in more affluent areas of major cities routinely offer healthier options.
“Fresh Bodegas” aims to change that. The recently expanded grass-roots program, started by several health environmental groups, brings fresh fruits and vegetables to under-served areas by installing refrigerators and stocking stores with produce – for free.
“We wanted to bring this program to areas where healthy food was lacking. We also wanted to record the process so that we could learn from it and hopefully expand the project into other areas,” said Crilhien Francisco, Community Organizer for the NYC Strategic Alliance for Health.
The program was developed by the Alliance, environmental advocacy group GrowNYC and local state farm Red Jacket Orchards. It provides stores with the refrigeration units and produce on a consignment basis. Bodega owners are only responsible for what they sell and prices are kept reasonable for consumers.
According to Francisco, while the first batch of stores opened in Brooklyn, the recent expansion into Manhattan is an encouraging sign.
“We have expanded in Brooklyn little by little so it has been different. We are excited about the Harlem expansion because we have more of a presence there and because this is where we [the alliance] started and have spent the most energy developing programs.”
There are currently 11 stores in Brooklyn participating in the Fresh Bodegas program and 6 more scheduled for Manhattan.
“We are also interested in keeping this program sustainable,” adds Francisco. “Owners may be interested in a new unit but we want someone who is willing to do this for the betterment of the community.”
A good example of this is Alex Herrera, owner of a bodega in the Bedford Stuyvesant area of Brooklyn.
“I am of Dominican heritage and often our foods are mostly fried–so I try to make better choices then the ones that we normally grow up with. I wanted something like that for the store,” said Herrera.
And while the response to the program has been mixed, both Francisco and Herrera agree that it is having an effect. One they can learn from and build upon while hoping they are inspiring other communities to get involved.
“Some people are weary, others are curious,” added Herrera. “I get the parents involved because some of them do not know any better. They are used to giving their children the 50 cent juices or a Capri Sun. They consider those children’s drinks. But I will suggest something from the Fresh Bodegas refrigerator just to see what they think. Now I have one Mom that only buys her daughter the fresh apple juice.”