The ‘Jefas’ Behind Pepsi’s Latina-Owned Business Movement

A jefa (a Latina boss or business owner) faces challenges similar to other entrepreneurs: Access to capital, business-building resources, profitability, etc. But rarely do other entrepreneurs enter a meeting with a supplier who asks, ‘So when is your husband arriving?’

These are the stories that resonated with two of the ‘jefas’ behind PepsiCo’s Jefa-Owned campaign that celebrates the economic, cultural, and community contributions of Latina-owned businesses (i.e: restaurants, bodegas, carnicerías/meat markets).

In this episode of Yeah, That’s Probably an Ad, brand editor Rebecca Stewart and community editor Luz Corona are joined by Esperanza Teasdale, vp and general manager of the Hispanic Business Unit for PepsiCo Beverages North America, and Natalie Boden, chief executive (CEO) and founder at BODEN Agency.

The brand-agency pair discuss the history of the Jefa program created by PepsiCo‘s “Juntos Crecemos” initiative. Now in its third year, the campaign represents the global beverage brand’s commitment to providing short and long-term support to Hispanic small businesses. It has recently evolved to include a new grant and mentorship program designed to address the unique challenges faced by women founders.

Teasdale and Boden also share advice on how to connect with the rapidly growing Latinx audience in the U.S., why ‘cultural anthropology’ is a must-do for today’s businesses and the impact of inclusivity on the bottom line.

To learn more, listen to the latest episode or check out key takeaways below.

Support through empowerment programs

PepsiCo’s “Juntos Crecemos” initiative— a $50 million commitment over five years—aims to support Hispanic food and beverage businesses. In particular, the jefa-owned platform focuses on helping Latina entrepreneurs by addressing challenges such as access to capital and digital visibility. The program provides grants, technological support, and visibility to local businesses, with a special focus on elevating Latina business owners.

Effective brand messaging: Personalization vs. translation

Teasdale emphasizes that the Hispanic audience is diverse, and marketing efforts must reflect this by moving beyond simple translations. Brands must shift from treating Hispanic consumers as a monolith to personalizing messages based on their country of origin, cultural background, and experiences. With advancements in technology, brands can now deliver tailored messages efficiently. This shift has allowed PepsiCo to authentically connect with Hispanic consumers, reflecting their unique identities and experiences in marketing.

Cultural fluency from A to Z

To recruit, effectively engage, and retain Gen Z and future generations, brands must embed inclusivity into their operations, ensuring cultural fluency across teams. This means understanding the distinct cultural nuances of Hispanic consumers and including them in every step of a marketing strategy. Cultural anthropological insights should be applied to marketing, helping brands connect authentically with diverse audiences, which is critical for long-term success.

The other 11 months of the year are important too

Successful brands must integrate multicultural marketing efforts year-round, rather than focusing solely on specific cultural moments like Hispanic Heritage Month. Teasdale and Boden underscore the importance of strategic planning and inclusivity in reaching diverse audiences effectively. Brands must maintain ongoing initiatives that reflect the full calendar of cultural celebrations, not just key holidays, when trying to connect with the Hispanic audience. This continuous engagement builds credibility and fosters deeper connections with audiences.