An intense aroma of mango emanates from the factory of Paleterías La Huerta. With hundreds of containers and smells reminding him of his childhood, Fidencio Pantoja has built a family business around homemade popsicles packed with fresh fruit and Latin American inspired flavors. Located in the northern Georgia town of Ellijay, the company distributes more than 5,000 popsicles and other frozen treats all over the country on a daily basis.
Mexico-native Pantoja, his wife, María López, and sister-in-law, Esperanza Martínez, are part of the painstaking task of manually extracting the pulp of each fruit used in the popsicle making process. Working with family is the part he says he treasures most.
According to Alejandro Coss, President of the Latin American Chamber of Commerce, Pantoja belongs to a growing number of Hispanic entrepreneurs who opt to make their businesses a family affair.
“This continues to be a tendency. In many cases the family is involved in the management of the company. In fact, what’s happening now is that the business is passing on to the next generation,” explained Coss. “The children who are involved with the business, when they grow up they continue to manage it.”
In fact, 80 percent of Hispanic business owners hope that a family member, especially their children, will take over their company, although only 37 percent of owners have communicated this intention to their families, according to a 2015 survey by Massachusetts Mutual Life Insurance Co.
In Pantoja’s case, it is his nephew, brother and sister-in-law who form part of the company, which makes popsicles in more than 20 flavors, including: guava, coconut, strawberry, apple, mamay (a tropical fruit found in Mexico and Central America), nanche (a ball shaped berry native to Central and South America), vanilla, lemon, bubble gum, rice pudding, mango and peanut.
Pantoja said his factory has become so well known that customers travel from all over the state to buy his products. In order to meet this growing demand, Pantoja has started distributing at the wholesale and retail level.
It was 10 years ago when Pantoja, encourage by his brother, relocated from California to Georgia.
Since then he has worked hard to maintain a balance between professional and familial affairs in his business, perhaps one of the biggest challenges faced by Hispanic entrepreneurs whose family members are involved with their business.
“A family business can be very gratifying, but establishing boundaries and maintaining a clear description of each and every person’s job and making sure every family member stays on track is very difficult,” said Lance Robertson, executive director of the National Black and Latino Council.
Trust is another factor that can affect work relationships in a family business.
“There are families who don’t like to work together, because the trust isn’t there. There is a little bit of everything,” said Mónica Cucalón, a consultant and director of the Latin American Association’s Latinas’ Empowerment Program.
For Pantoja, trust has been an important pillar in the day to day operations of his business, which starts at 7 a.m.
“We drink coffee and then we go to work. At 8 a.m. sharp we’re here, until almost 6 at night,” said Pantoja, who was quick to add that the blood, sweat and tears of running his own business is worth it, if it means getting to be his own boss.
“It’s a lot of pressure, and every day is different, but effort, passion and patience are the name of my life story.”
About the Author
