Antonio Escalona de PepsiCo
Before Super Bowl VII next Sunday, PepsiCo Beverages North America and Frito-Lay have joined forces to contribute $50,000 and other resources to five Hispanic companies in Phoenix. As part of the campaign, the actor, producer and Latino activist Wilmer Valderrama personally handed over checks worth $10,000 to the owners of the Puerto Rican restaurant Phoenix Coqui and of the Mexican restaurant Rosita’s Place. Antonio Escalona, senior VP and general manager of the Hispanic business unit of PepsiCo North America, said the project has a double purpose – to offer support and increase visibility. “In order to put all this in perspective, what we’re saying is that Hispanics today represent some 20 percent of the U.S. population, whereas Hispanic small businesses make up less than 7 percent. So that’s a very wide gap, and one way to close it is with the needed resources and by helping raise the number and representation of successful businesses. The Together We Grow platform currently aids more than 500 Hispanic-owned businesses in the U.S.” The PepsiCo campaign is based on its Together We Grow project launched in 2021. The platform’s goal is to strengthen Hispanic-owned restaurants, wineries and butcher shops to help them deal with the basic managerial challenges and drive growth. The independent Boden agency, which is working on relations with the media for the Super Bowl campaign, helped launch the initiative. “A key element is the affinity we already have quite naturally with the Hispanic community through our brands and products. My mission is to make sure that all these products with an attraction for Hispanics have sufficient presence on the market so that Latino consumers can buy them – and in the measure that we market these products, the more we benefit retailers, because we’re offering them goods that attract Hispanic customers to shop in their stores,” Escalona said. To be found within the Together We Grow framework is the Hispanic Digital Delivery platform that helps Hispanic businesses improve their online presence. “These businesses are given an eight-week personalized consultation program with which they improve their online presence, logistics and delivery – everything to optimize their search engines. To date we have had more than 80 businesses complete this program,” Escalona noted.
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