comprende 040: Latino Founder Revolutionizes Gardening, Cien Años de Soledad on Netflix , & 30 Under 30 Trailblazers

BIENVENIDO

¡Saludos! Happy Friday and welcome to the 40th edition of Comprende.

The 3 Core Stories:

• This week, we spotlight Latino founder Alejandro Velez and his mission to make organic gardening mainstream with Back to the Roots, a brand that’s transforming how families grow their food at home.

• Next, we celebrate the upcoming Netflix adaptation of Cien Años de Soledad, finally bringing Gabriel García Márquez’s masterpiece to the screen, with a visual feast of magical realism and Colombian culture.

• Finally, we’re thrilled to highlight NextGen Collective’s 2024 30 Under 30 honorees, a list of inspiring young Latinos who are making waves across various industries and shaping a brighter future for all.

So, grab your cafecito or cervecita (depending on where you are), settle in, and if you enjoy, please forward the newsletter to friends or share it on social media! ☕️ 🍺

How Latino Founder, Alejandro Velez, is Helping Bring Organic Gardening to Every Home in America

Co-founders Alejandro Velez and Nikhil Arora didn’t initially set out to change the way America gardens—they simply wanted to grow mushrooms. But what started as a college experiment has blossomed into Back to the Roots, a company that’s now leading a movement to make organic gardening accessible to everyone.

From humble beginnings in a college dorm room, they’ve built a brand that’s helping people reconnect with where their food comes from. Today, their innovative gardening kits and products can be found in major retailers like Walmart, Target, and Home Depot, bringing sustainable growing to millions of homes.

Born in Medellín, Colombia, Alejandro Velez immigrated to the U.S. at the age of 11, growing up in Michigan. Aiming for a traditional career in finance, he graduated from UC Berkeley with plans to work on Wall Street. However, a pivotal moment during a lecture on sustainability changed everything. His professor mentioned that mushrooms could be grown on spent coffee grounds, sparking Alejandro’s curiosity. This led to a meeting with Nikhil Arora, and together, they began experimenting with mushroom cultivation in Alejandro’s fraternity house. What began as a curiosity-driven project quickly evolved into something bigger.

From those early experiments, Back to the Roots was born. Their first product, a mushroom-growing kit, was just the beginning. Over time, the company expanded its offerings to include organic soil, Gardens-in-a-Can, aquaponic systems, and even organic cereals. All their products are designed with one goal in mind: making it easy and fun for anyone—regardless of space or experience—to grow their own food. Whether you live in a small apartment or have a backyard, their products aim to bring the joy of gardening to your doorstep.

Back to the Roots has now positioned itself as a leader in the organic gardening industry. With a commitment to sustainability, their products are made with recycled materials, and their packaging is eco-friendly. What sets them apart is their dedication to making organic gardening not only accessible but affordable, with products available in thousands of stores nationwide. The company continues to grow, reaching more families and inspiring a new generation to get their hands dirty—literally. By turning gardening into an engaging and easy-to-approach activity, Back to the Roots is helping create a future where everyone can grow their own food, no green thumb required.

Gabriel García Márquez’s Masterpiece Finally Comes Alive: Cien Años de Soledad to debut on Netflix

The wait is almost over! On December 11, 2024, Cien Años de Soledad will finally make its debut as a Netflix series, bringing Gabriel García Márquez’s legendary novel to the screen for the first time. Split into two parts, with eight episodes each, this highly ambitious series is directed by Colombian filmmaker Laura Mora and Argentinian Alex García López. For decades, filmmakers have tried to adapt this masterpiece, but now, for the first time, the epic scope and magic of Cien Años de Soledad will be told in a format that does it justice.

Filmed entirely in Colombia, the production stays true to the land that inspired Macondo. From the deserts of La Guajira to the mountains of Tolima, the show celebrates the beauty and complexity of Colombia, showcasing the country's diverse landscapes.

For Colombian director Laura Mora, this series is not just a career milestone—it’s a cultural moment. After years of the novel being deemed "unfilmable," the García Márquez family finally approved this adaptation, believing that the depth of the story could only be captured through a multi-part series.

This project is more than just a TV show; it’s a celebration of Colombia’s rich cultural heritage and a testament to the country's growing influence in global entertainment. By filming in Colombia and staying true to the novel’s roots, this series marks a significant moment for both Latin American storytelling and the global film industry. With a blend of magical realism, family saga, and deep cultural ties, Cien Años de Soledad is poised to mesmerize audiences and stand as a monumental achievement for Colombia in the world of television.

NextGen Collective Honors 30 Under 30 2024: Latino Changemakers Across the U.S.

NextGen Collective has recently announced its 2024 30 Under 30 honorees! This prestigious recognition highlights thirty exceptional Latino leaders under the age of 30 who are making significant strides across various industries in the U.S. Powered by Hispanic Executive, NextGen Collective serves as a platform to elevate emerging Latino professionals and celebrate their achievements. These honorees, known as the Trailblazers of Change, are not only excelling in their fields but are also dedicated to uplifting their communities and advocating for a more inclusive future. Their innovation, leadership, and commitment are paving the way for the next generation of Latino leaders.

As we celebrate these inspiring individuals, let’s take a closer look at three of the remarkable leaders from this year’s 30 Under 30 list who are making an extraordinary impact in their fields.

Alex Páramo, L’ATTITUDE Ventures

Alex Páramo, a first-generation Mexican American, is making waves at L’ATTITUDE Ventures as a fellow dedicated to supporting Latino entrepreneurs. He plays a crucial role in managing the firm’s portfolio, identifying investment opportunities, and helping businesses thrive. Páramo’s Mexican heritage fuels his passion for economic empowerment within the Latino community. In his hometown of Joliet, Illinois, he’s also involved in strengthening local business ecosystems. Currently pursuing his MBA at the University of Chicago, he’s poised to expand his influence even further. Alex’s work is about more than just business—it's about creating lasting opportunities for future Latino entrepreneurs.

Lea Landaverde, Riqueza Collective

Lea Landaverde, a proud Salvadoran American, founded Riqueza Collective to help close the wealth gap in underserved communities. Her work focuses on providing financial education and resources in both Spanish and English, helping Latinos take control of their financial futures. Landaverde’s Salvadoran roots inspire her to advocate for economic equity within the Latino community. Through Riqueza, she empowers individuals to build wealth and break free from financial limitations. As a content creator, she uses her platform to spread knowledge about personal finance and entrepreneurship. Lea’s vision is to reshape how Latinos approach wealth-building and secure financial independence.

Stephanie Gómez, MOVE Texas

Stephanie Gómez, the political director at MOVE Texas, is a first-generation Salvadoran American working to create a more equitable democracy. Her leadership in organizing young activists across Texas focuses on empowering marginalized voices, especially within the Latino community. Inspired by her family’s journey from Chalatenango, El Salvador, to Houston, she champions a more inclusive political landscape. Stephanie’s work includes initiatives like the Youth Capitol Takeover, which brings young Texans to the forefront of policy-making. She believes in the power of mentorship, especially for young Latinas, guiding them to become leaders. Her mission is to build a Texas where everyone’s voice is heard and valued.

How Avenida Studios raised almost $250k on Wefunder, Apple expands their Business Connect tools for SMBs, plus upcoming opportunities.

Breaking Down a Crowfunding Deal: How Avenida Studios raised almost $250k on Wefunder

Avenida Studios is an all-in-one platform for Latino filmmakers to fund, produce, and distribute their original media for the modern U.S. Latino household. Frustrated by the lack of Latino storytelling in film and media, as well as the limited roles available for Latino actors, Fanny and Nelson Grande founded Avenida to address these gaps in the film industry. Avenida supports independent filmmakers at every stage, offering a crowdfunding platform for financing, exhaustive production services, and an exclusive streaming platform for distributing finished projects. They also recently launched A+, a streaming platform for and by U.S. Latinos, previously covered on Comprende here: A+ Streaming Launches

Fanny and Nelson launched their own crowdfunding campaign on Wefunder in February 2024, and found that their mission resonated with others who wanted to see this become a reality. 

Here are a few of key factors that led to Avenida’s near $250k raise from 164 individual investors:

• Prior to launching their Wefunder campaign, Avenida had already demonstrated traction and success with their crowdfunding product, raising $1 million to support nearly 100 projects.

• Avenida gathered thousands of pre-sign ups for their upcoming streaming service launch, demonstrating strong product validation.

• Lastly, Avenida addressed a large market: Latinos spend $4 billion annually on streaming.

As of September 30th of this year, Avenida has since launched their A+ streaming platform with a result of 5,000 downloads, and a goal of reaching 10,000 subscribers by end of the year. 

Avenida’s crowdfunding success highlights the growing demand for authentic Latino narratives, showing how community-driven support can spark lasting change in the film industry.

Apple expands their Business Connect tools

Apple has expanded its Apple Business Connect platform, offering a new set of tools for businesses to manage their brand presence across Apple’s ecosystem. Originally launched as a platform for businesses to customize place cards on Apple Maps, Business Connect now allows businesses, including those operating fully online or without a physical location, to fully control their branding across Apple apps such as Mail, Wallet, and the Phone app.

Through these new features, businesses can create branded emails and customize logos for Tap to Pay to help ensure a stronger sense of legitimacy and cohesiveness to their customers’ experiences. 

Upcoming Events & Opportunities:

• Panasonic Well-Being Solution Challenge | Apply by October 25

  • For companies tackling any aspect of well-being, $500k grand prize

• Versalie Virtual Innovation Challenge | Apply by October 28

  • For startups innovating in women’s health, specifically menopause, $25k grant

• Mentors & Angels Accelerator | Apply by November 1

  • For underrepresented founders, free 7-week program

• Tory Burch Foundation Fellows Program | Apply by November 1

  • For women entrepreneurs, 5k grant plus yearlong programming

• Entrepreneurs Roundtable Accelerator | Apply by November 4

  • NYC companies, 4 month program with $150k investment

La Esquinita is written by Comprende Collaborator, Adriana Román. Learn more about Adriana or connect with her on LinkedIn here

FOUNDERS:

If you’re a founder who wants to get further connected and learn more about Comprende, be featured in our newsletter or marketplace, or inquire about our creative and strategy agency services, please fill out this form:

How to Make: Nicaraguan Vaho

Vaho or Baho is a traditional Nicaraguan dish that showcases the flavors of slow-cooked beef, plantains, and yuca, all steamed together in fragrant plantain leaves. This hearty meal is often prepared for special occasions and gatherings, as its slow cooking process results in tender, flavorful ingredients infused with citrus and spice.

Ingredients:

• 2 lbs beef brisket or beef chuck roast, cut into large pieces

• 2 large green plantains, peeled and sliced into thick rounds

• 2 large ripe plantains, peeled and sliced into thick rounds

• 2 lbs yuca (cassava), peeled and cut into chunks

• 3 large tomatoes, sliced

• 1 large onion, sliced

• 1 large bell pepper, sliced

• 4 cloves garlic, minced

• Juice of 4 oranges (or use sour orange juice)

• Juice of 2 lemons

• 2 plantain leaves (or banana leaves) for wrapping

• 1/2 cup vegetable oil

• 1/4 cup white vinegar

• Salt and pepper, to taste

• Fresh cabbage slaw (optional, for serving)

• Chimichurri or pickled onions (optional, for serving)

Instructions:

1. Marinate the beef: In a large bowl, mix the orange juice, lemon juice, garlic, vinegar, and oil. Add the beef pieces, making sure they are well-coated in the marinade. Cover and refrigerate for at least 4 hours or overnight for best results.

2. Prepare the plantain leaves: Gently rinse the plantain leaves and pass them over an open flame for a few seconds to soften them (this makes them more flexible for wrapping).

3. Layer the ingredients: In a large pot, line the bottom with plantain leaves, leaving enough to fold over the top later. Begin layering the ingredients in the pot: start with a layer of green plantains, followed by yuca, ripe plantains, tomatoes, onions, and bell peppers. Add the marinated beef pieces on top, pouring any remaining marinade over the layers.

4. Steam the Vaho: Fold the plantain leaves over the top to cover everything, and if necessary, use extra plantain leaves to seal the package. Add about 2 cups of water to the pot (outside the wrapped leaves) to create steam. Cover the pot with a tight-fitting lid, and cook on low heat for 4–5 hours, checking occasionally to ensure there's enough water for steaming.

5. Serve: Once the beef is tender and the yuca and plantains are fully cooked, remove from heat. Serve the vaho directly from the plantain leaves, accompanied by fresh cabbage slaw, chimichurri, or pickled onions for extra flavor.

This dish is best served with a side of fresh cabbage slaw or pickled onions, which add a bright contrast to the rich, savory flavors. Enjoy the comforting and delicious taste of Vaho, a true celebration of Nicaraguan culinary tradition!

Last week, we asked: What famous rainforest is located in Puerto Rico?

The right answer was: El Yunque

The famous rainforest located in Puerto Rico is El Yunque National Forest. It is the only tropical rainforest in the U.S. National Forest System, covering approximately 28,000 acres. Known for its rich biodiversity, El Yunque is home to hundreds of unique plant and animal species, including the endangered Puerto Rican parrot. Visitors can explore its lush landscapes through various hiking trails, waterfalls, and scenic viewpoints. El Yunque plays a vital role in Puerto Rico's ecosystem, contributing to the island’s water supply and serving as a popular destination for eco-tourism.

Question:  What is the name of the traditional Salvadoran beverage made from fermented corn?

Reply with your guess! Answers will be revealed in the next newsletter!

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