Hispanic Heritage Month is bringing a spotlight to Latino-owned businesses in east Charlotte, where local business owners are celebrating their culture while working to rebuild after last November’s immigration enforcement operation.
CharlotteEAST is highlighting Hispanic-owned businesses throughout the Eastland area and encouraging residents to shop, eat and support local businesses during the monthlong celebration.
For Reinaldo Hernandez, owner of La Morenita Bakery, the business is rooted in family.
Hernandez and his sister-in-law took over the bakery last year, bringing Mexican-style recipes and family traditions to the east Charlotte neighborhood.
He said customers travel from across the region for the bakery’s cakes and pastries. But Hernandez said business suffered after the immigration enforcement operation in November, when he said some customers were afraid to leave their homes.
“We had quinceañeras that actually canceled. We did lose our walk-in business by 95%,” Hernandez said. “We can’t afford to hire extra employees right now, again, because business has gone down.”
At The Bodega Deli, owner Kayla Miranda said she saw a similar reaction from customers.
“I’ve had customers of mine come in scared. ‘How about if ICE comes around? Hey, is it safe?'” Miranda said.
Miranda said business also declined during the November operation. Today, she said she is proud to showcase her heritage through the food and drinks she serves, including Cuban sandwiches, Dominican-style empanadas, Colombian burgers and coffee inspired by what she grew up drinking.
“It’s amazing. It feels so great. It feels like such an accomplishment, because coming from where my parents come from and now being from where I am now and being able to represent us Hispanics, especially with everything that’s been going on in Charlotte the last year or so,” Miranda said.
Greg Asciutto with CharlotteEAST said the organization wants to use Hispanic Heritage Month to draw attention to the businesses that contribute to the local economy.
“We want to celebrate some of our Latino-owned businesses that really make our economy thrive,” Asciutto said.
Asciutto said there are about 150 Latino-owned businesses in the Eastland area.
“While also honoring and recognizing and heritage that has made this community the brilliant, beautiful community that it is, ” he said.
As part of the celebration, CharlotteEAST is encouraging customers to support participating businesses. Customers who make a purchase and submit their receipt can be entered to win one of 10 $100 gift cards. You can email a picture of your receipt to secretary@charlotteeast.com for a chance to win.
You can check out CharlotteEAST for the participating businesses and contest details.
