PepsiCo has launched a creative and public relations efforts for its new multi-year platform aimed at strengthening Hispanic-owned small businesses.
"We are proud to work with BODEN in our mission to support and elevate the voice of the Hispanic small business community," said Esperanza Teasdale, VP and General Manager for PepsiCo Beverages North America's Hispanic Business Unit. "As an agency born in the Hispanic community, BODEN understands how to build trust with this coveted demographic and offers authentic cultural insights. Working with them is part of our continued commitment to supporting minority-owned businesses across the country."
PepsiCo Juntos Crecemos is a $50 million platform aimed at strengthening Hispanic-owned businesses, specifically restaurants, bodegas and carnicerías (meat markets), addressing foundational business challenges, and supporting business growth over the next five years. As part of the Juntos Crecemos platform, The PepsiCo Foundation launched the IMPACTO Hispanic Business Accelerator which will provide $10 million in funding to help 500 Hispanic small food and beverage business owners in 13 cities across the U.S. grow their enterprises over the next five years. Juntos Crecemos is part of PepsiCo's Racial Equality Journey Hispanic Initiative, a $172 million set of commitments launched in October of last year to uplift Hispanic communities and businesses and increase Hispanic representation within PepsiCo.
"The mission of PepsiCo's new Hispanic business platform is deeply personal to us," said Natalie Boden, Founder and President of BODEN. "As a small business owner myself, and with many members of our BODEN team coming from lines of Latino-owned small businesses, we understand first-hand the positive impact this program will have on our community and our economy. We are proud to work with PepsiCo in their effort to champion and support Hispanic small businesses across the country".
BODEN is responsible for the program's brand identity including its distinctive name, as well as the development of the platform's public relations and social media strategy.