Mercadito Raices brings nine new small businesses to Festival Latino

Maxine JohnsonJanuary 11, 2024

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Yolanda Montero was one of nine Latino entrepreneurs who launched their own businesses in connection with the third annual Mercadito Raices at the Columbus Association for the Performing Arts (CAPA) ¡Festival Latino! this past weekend. Montero moved to Ohio with her children from Puerto Rico in 2017 following the devastation of Hurricane Maria.

When Columbus resident Yolanda Montero moved to the Midwest from Puerto Rico six years ago, she didn’t even know where the state of Ohio was.

All she knew was that she wanted to start a new life for her and her two kids following the devastation that Hurricane Maria inflicted on her home in 2017. So, she reconnected with an old friend offering to host her in Columbus and made the move, soon starting work as a hair stylist in her friend’s nail salon.

This past weekend, Montero was one of nine Latino entrepreneurs launching their own business in connection with the third annual Mercadito Raices at the Columbus Association for the Performing Arts (CAPA) ¡Festival Latino! During the two-day festival, Montero presented the official launch of her own hair salon “YM Hair Studio” alongside the eight other small businesses that make up the Market Raices.

Montero’s studio, located at 5339 W Broad St., represents the culmination of decades of hard work — she began working with hair at age 12, when she would lend a helping hand at her aunt’s beauty salon.

“I never thought I’d be a business owner,” Montero, now 42, said. “I’m very happy, I’m blessed. I have a lot of emotions, but good emotions … Columbus is a blessing, it has given me a lot.”

Mercadito Raices: Helping Latino entrepreneurs overcome professional barriers

Mercadito Raices, or “Roots Market,” is a business curriculum made possible by the efforts of multiple community partners, including Our Lady of Guadalupe Center, the Small Business Development Center (SBDC), the City of Columbus and the U.S. Small Business Administration’s Columbus District Office.

“Our Lady of Guadalupe Center has direct access to (the Latino) community, so we can bring them in. And, SBDC has the talent and the training to make the program happen,” Ramona Reyes, the center’s program director and festival chair, said at the market’s ribbon-cutting event Friday.

The program consists of five months of training, with 12 workshops, 60 hours of one-on-one coaching and other bilingual advising services to help the entrepreneurs finalize their businesses ahead of presenting it to customers during August’s Festival Latino.

Reyes said that over the course of the program participants learn “everything from…how to create a business plan, how to register with the state, having insurance for your business, how to market and advertise and price your product.”

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Latino entrepreneurs are one of the fastest growing populations in the nation, said Everett Woodel, district director of the U.S. Small Business Administration. Latina individuals are the fastest growing population of entrepreneurs in the nation, he said.

The bilingual services offered through Mercadito Raices are meant to uplift this growing population of Spanish-speaking entrepreneurs looking to get their start, Reyes said.

“Language shouldn’t be a barrier to access; being from another country shouldn’t be a barrier,” Reyes said.

Through Mercadito Raices, Reyes said, “We are able to put our arms around (Latino entrepreneurs) and say, ‘Yes you can, because we are here to help you. You are not alone in this path towards making your dream come true.’”

Bringing together Columbus’ ‘natural-born hustlers’ — immigrants, migrants, refugees

At Friday’s ribbon cutting, Columbus City Council member Lourdes Barroso de Padilla said she understands first-hand why programs like Mercadito Raices are so impactful, having practically grown up inside a Latino business.

“As the daughter of a small business owner, small businesses are the lifeblood of our community. It is the heartbeat of what makes Columbus great,” Barroso de Padilla said. “And, I know the struggle of my dad’s store was my after-school program, my summer camp. We spent so much time there, we actually built a back room so my family could have family dinners there together.

“And immigrants, migrants and refugees are natural-born hustlers and entrepreneurs. We make, we bake, we create, we consult on something.”

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The pursuit of launching a business takes all the more courage for someone coming to the United States from a different country or a different culture, Barrosso de Padilla said.

“(Latino entrepreneurs) are making space for themselves in a place where you may not always have language attainment or understand culturally. You want to create a space that feels like home. You want to do the thing that you know really well to do, and essentially carve out a path for yourself,” she said.

“If accessibility isn’t there, you make it for yourself.”