BIENVENIDO

¡Feliz Navidad, Felices Fiestas y Feliz Año Nuevo! Wishing our Comprende comunidad a joyful holiday season filled with love, warmth, and celebration. Gracias for being part of our journey this year—it means so much to us.

After today’s 45th edition, we’re taking a short break for the holidays but will be back after the New Year with more stories, insights, and inspiration. ¡Nos vemos en 2025! 🎄✨🎉

The 3 Core Stories:

• This week, we introduce you to Loisa, a Latin-owned brand redefining pantry staples with clean, organic flavors while honoring and celebrating the richness of Latin culinary traditions.

• Next, we celebrate the addition of five iconic Latino-led films to the Library of Congress’ National Film Registry, a historic recognition of the depth, diversity, and impact of Latino storytelling in cinema.

• Finally, we explore the work of Latinas in Beauty, a nonprofit transforming the beauty industry by empowering Latina professionals and entrepreneurs with resources, mentorship, and advocacy for equity and representation.

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! ☕️ 🍺

Sazón, Adobo, and Sofrito: Loisa’s Mission to Honor Tradition

When Kenny Luna and Scott Hattis became fathers, their kitchens became classrooms for passing down Dominican heritage. But something was missing: authentic, high-quality Latin seasonings they could feel proud of. The options on store shelves were filled with artificial dyes and unnecessary fillers—nothing they wanted to share with their families. Determined to do better, they created Loisa, a New York-based brand reimagining the staples of the Latin pantry.

Kenny, a Dominican-Peruvian New Yorker, and Scott, who married into a Dominican family, knew Latin cooking was more than just food. It was culture, history, and pride. Their journey began with two essentials: Sazón and Adobo, the iconic seasonings found in every Caribbean-Latin kitchen. Unlike big-brand versions, Loisa’s blends feature organic, clean ingredients—just the way abuelas have made them for generations.

Fueled by their community’s overwhelming support, Loisa grew from these two staples to a broader mission. In 2021, Chef Yadi Garcia, a Dominican community chef and food activist, joined the team, co-creating Loisa’s Sofrito based on her family’s heritage recipe. Together, they continue to redefine what Latin cooking can be.

Loisa now offers a range of pantry staples, from organic spices to vibrant sofritos and kitchen tools like their tostonera. But it’s not just about the products—it’s about purpose. Loisa invests in food justice, collaborates with Latin chefs, and uplifts community organizations to bring broader access to the richness of Latin cuisine. Earlier this year they launched in Whole Foods and Sprouts taking their mission to make authentic flavors accessible through retailers across the U.S.

Loisa isn’t just seasoning your meals; it’s celebrating your roots. By blending authenticity with innovation, Kenny, Scott, and Chef Yadi are ensuring that Latin flavor—pure and proud—has a place in every kitchen. Ready to elevate your pantry? Explore Loisa using the button below!

5 Latino Films Join the National Film Registry of the Library of Congress

The Library of Congress has added five Latino-led films to the prestigious National Film Registry, showcasing the power and diversity of Latino storytelling. From intergenerational family sagas to iconic stoner comedies, these selections represent a groundbreaking moment for Latino contributions to American cinema.

Included are “Mi Familia” (1995), Gregory Nava’s deeply moving portrait of a Mexican American family in Los Angeles, and Edward James Olmos’ “American Me” (1992), a raw exploration of gang life and cultural identity.

“Spy Kids” (2001), Robert Rodriguez’s family adventure, celebrates the joy of a Latino family as global heroes, while “Up in Smoke” (1978) hilariously introduced the legendary duo Cheech & Chong. Lastly, “Star Trek II: The Wrath of Khan” (1982) honors Ricardo Montalbán’s unforgettable villainy while spotlighting his trailblazing advocacy for Latinos in Hollywood.

In a statement, U.S. Rep. Joaquin Castro, a champion for Latino representation, praised the selection: “The new Latino-led films added to the National Film Registry tell complex and sometimes difficult stories, featuring Latinos as heroes and villains, hard-working immigrants and goofballs, space travelers and so much more”

Each film not only entertains but also amplifies the voices and experiences of the Latino community, reminding us of the cultural richness Latinos bring to the screen. With this recognition, the National Film Registry ensures these stories will inspire generations to come. Representation matters—and this moment proves it.

Check out a full coverage story by Los Angeles Times here: De Los: Library of Congress adds 5 Latino movies to the National Film Registry

Building a More Inclusive Beauty Industry with Latinas in Beauty

Latinas are reshaping the beauty industry, driving an estimated $3.78 trillion in purchasing power and spending nearly 19% more on beauty than the average U.S. consumer. Yet, their representation in leadership and access to financial resources remains strikingly low—less than 1% of venture capital funding and C-suite positions go to Latina entrepreneurs.

That’s where Latinas in Beauty steps in. This groundbreaking nonprofit, co-founded by beauty industry veterans Emily Perez, Margarita Arriagada, and Nadine Tapia, is dedicated to creating equity and opportunities for Latina beauty professionals and entrepreneurs.

With decades of collective experience in the beauty industry, these leaders recognized the need for a platform dedicated to empowering our community. Through mentorship, advocacy, and resources, Latinas in Beauty is working to close gaps in representation and opportunity, ensuring Latinas have the tools they need to thrive.

The organization’s initiatives include a Beauty Brand Accelerator, professional development programs, and the Latinas in Beauty Summit, which celebrates achievements and builds connections across the industry. By championing Latina talent, the nonprofit envisions a future where Latinas flourish in leadership, creative, and entrepreneurial roles, contributing to a truly inclusive beauty industry.

Latinas in Beauty is more than an organization; it’s a movement to reshape an industry and inspire future generations to pursue their passions without limits.

How Viva Benefits raised over $2 Million for Their Pre-Seed Round, Expected Consumer Trends for 2025, plus upcoming opportunities.

Breaking Down a Venture Deal: How Viva Benefits Raised $2.2 Million in Pre-Seed Funding

This week we’re highlighting Viva Benefits’ latest pre-seed raise of over $2 million, led by Chingona Ventures. Co-founded by Karina Gutierrez and Dr. Michael Barnes, Viva Benefits is a mission-driven startup tackling wealth equity for renters by introducing comprehensive renter benefits. 

Viva Benefits addresses the 40x wealth equity gap that exists between renters and homeowners, where the median renter’s net wealth is $10,000 compared to the homeowner’s median being $400,000. The company partners with housing providers to offer renters access to essential benefits like telehealth services, virtual tutoring, high-yield savings accounts, and grants for homeownership. 

What Sets Viva Apart

• Proven Results: Viva’s partnerships show clear financial benefits—housing providers report up to a 9% increase in Net Operating Income (NOI) due to reduced turnover and higher tenant retention.

• Successful Track Record: Co-founder Dr. Michael Barnes is a former teacher turned software engineer, who has not only combined his passion for social impact with technical expertise, but has also already achieved a successful exit as a social impact founder in the K-12 education sector.

• Rapid Growth: In 2024, Viva expanded its network by 800%, scaling from 3,000 to 24,000 renter households across Texas, Georgia, Massachusetts, and beyond. 

U.S. Chamber of Commerce’s Expected Consumer Trends for 2025

Jeanette Mulvey, VP and Editor-in-Chief of CO, the U.S. Chamber of Commerce’s digital platform for small business, spoke with small business experts Elaine Buxton and Barbara Thau, to analyze consumer trends shaping strategies for 2025. Their conversation covered topics from navigating omnichannel demands, to prioritizing data privacy, and leveraging AI to improve customer experiences.

Elaine Buxton, CEO of Confero Inc. highlighted the operational challenges of omnichannel platforms and encouraged business owners to conduct audits to help streamline processes. With growing consumer demand for transparency, Buxton also emphasized clear communication about data use and robust cybersecurity. Meanwhile, AI-powered tools like chatbots are proving to be useful, using businesses seeing higher conversion rates during Cyber Week 2024 as an example of that.

Upcoming Events & Opportunities:

• Prose x Black Unicorn Emerging Entrepreneurs Grant | Apply by December 25

  • For emerging founders, $10k grant

• SECRETSOS Small Business Grant | Apply by December 31

  • Small business owners, $2,500 grant

• BIPOC Small Business Accelerator | Apply by January 3, 2025

  • Low-income area businesses in Texas, up to $5k grant

• Truist Foundation Fellowship | Apply by January 3, 2025

  • For Georgia-based founders; receives workshops, resources and a stipend

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: Puerto Rican Arroz con Gandules for Navidad

Arroz con Gandules is a beloved Christmas dish in Puerto Rico, often served alongside lechón (roast pork), pasteles, and other side dishes. This savory rice dish is packed with flavor, thanks to the use of sofrito and traditional seasonings. Here's how to make it:

Ingredients

• 2 cups medium-grain rice, rinsed

• 1 can (15 oz) gandules (pigeon peas), drained and rinsed

• 2 tbsp olive oil

• 1/4 cup sofrito (homemade or store-bought)

• 1/4 cup tomato sauce

• 2 tbsp sazon seasoning (preferably with annatto for color)

• 1 tbsp adobo seasoning

• 1/2 tsp dried oregano

• 2 cups chicken or vegetable broth

• 1/2 cup water

• 1/4 cup green olives (optional, with pimientos)

• 1-2 bay leaves

• 1/4 cup diced ham or pork belly (optional, for extra flavor)

Instructions

1. Prepare the Base

   In a large, heavy-bottomed pot or caldero, heat the olive oil over medium heat. Add the sofrito and sauté for 2-3 minutes until fragrant. Stir in the tomato sauce, sazon, adobo, oregano, and diced ham or pork belly (if using). Cook for another 2 minutes.

2. Add the Gandules

   Stir in the gandules, green olives, and bay leaves. Let the mixture cook together for about 2 minutes to allow the flavors to meld.

3. Add the Liquid

   Pour in the broth and water, and bring the mixture to a boil.

4. Add the Rice

   Add the rinsed rice to the pot, stirring gently to ensure it is evenly distributed. Reduce the heat to low, cover the pot tightly, and let the rice cook for about 20-25 minutes.

5. Fluff and Serve

   Once the liquid is absorbed and the rice is tender, remove the bay leaves and fluff the rice with a fork. Serve hot and enjoy!

Enjoy your delicious Arroz con Gandules! ¡Feliz Navidad! 🎄

Last week, we asked: What is the highest capital city in the world, located in Latin America?

The right answer was: La Paz, Bolivia

The highest capital city in the world is La Paz, located in Bolivia, Latin America. Nestled in the Andes Mountains, it sits at an incredible altitude of about 11,975 feet (3,650 meters) above sea level. The city's unique geography offers breathtaking views and a climate unlike any other capital. Despite its high altitude, La Paz is vibrant and bustling, blending modern life with rich indigenous culture. It’s a city where the air is thin, but the history and energy run deep.

Question:  What Latina was the youngest chef to be named World's Best Female Chef by the World's 50 Best Restaurant List?

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

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