Here's how two Milwaukee women are elevating Latina-owned small businesses in the city
In 2021, Nataly Andrade and Galy Montes founded Mercadera, a community group on Facebook that helps connect Latina small business owners with educational and financial resources.
Two years later, Mercadera has connected more than 2,000 Latina entrepreneurs in Milwaukee and given exposure to more than 300 businesses through their Mercadera Market events.
“We really started with the mentality to do something out of the heart,” Andrade said. “We started with something so small that the community just accepted in such a positive way, and I think that without the community we would not have grown as fast as we did.”
The Mercadera Market events are usually held in open spaces where dozens of small businesses sell their products or services. Andrade and Montes have hosted Mercadera Market events in places such as Indeed Brewing Company and Zócalo Food Park.
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Connecting Latinas to resources
Andrade and Montes both noticed while there were many resources available for Latino business owners in Milwaukee, they weren’t reaching those who really needed them.
“We started because we saw the problems that presented themselves in our community,” Montes said. “Especially when you are a Latina woman who has had to immigrate to a different country. More than anything, we know what it’s like to be an immigrant in this country. We know the problems we face.”
Montes owns Paleteria Yayo, a Mexican Ice Pop business in Milwaukee’s south side. Before that, in 2011, Montes had to close a restaurant.
She said the experience of having to shut down an establishment taught her how to keep moving forward, but also gave her the opportunity to encourage other Latinas who may not feel so confident in their businesses.
Andrade is the Director of Outreach for Hispanics For School Choice. She says between her experience at her full-time job and Montes’ experience as a business owner, they are able to lead Mercadera members in the right direction.
“We have vendors that really couldn’t find the light in their path and were scared to go out into the world,” Andrade said. “They have told us that they see us as a pillar that helps them and gives them a helping hand.”
Dominga Peña owns Artesania Minga, a small business where she sells Mexican artifacts such as jewelry, clothing, purses and other accessories.
Peña submitted an application when Mercadera was first looking for vendors and has been involved since.
“They help us grow not just as a personal business, but we work together as a group and as a team,” Peña said.
Peña said they answer questions about obtaining an LLC and a Wisconsin Tax ID.
“I’ve had friends that have been afraid of starting their own business and they (Mercadera) are really good at helping support them and giving them the extra push that a lot of us need.”
Peña believes a lot of the fear some Latinas face when it comes to starting a small business deal more with not knowing much about regulations and licenses, especially if there is a language barrier.
“There’s a lot of information that if they are not able to understand it, Galy and Nataly help out, she said. "Or we help each other out."
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Peña takes great pride in seeing two Latinas creating so many opportunities for their community.
"We're very proud of them because they represent a whole community,” Peña said.
Esmeralda Vela started selling hand-crafted soy candles. She credits Mercadera Market as the push she needed to get over the fear of starting a business.
Vela said that at first, she was and scared of starting her own business. She knows a lot of people live with that fear and is appreciative of Andrade and Montes for giving her the push she needed.
"We are women with the desire to get ahead and with the power to do it," she said.
This article originally appeared on Milwaukee Journal Sentinel: Mercadera market on Milwaukee's southside elevates Latina entrepreneurs
