It’s Hispanic Heritage Month, and I wanted to share a little about me…

In Hispanic Heritage, growing up in the kitchen is the heart of the family, where love is served with every dish. My grandmother’s voice still echoes in my memory, cautioning me about the tamale masa while I sneak tastes. She would yell across the table “Se va aguadar la masa” … loosely translated as the Masa is going to go sour!

Food wasn’t just nourishment; it was our language, a way of connecting. It wasn’t just about tamales or champurrado—this tradition carried something deeper. It was about who we were, honoring our roots, and keeping stories alive. And yet, balancing these two worlds—being both Mexican and American—wasn’t always easy.

I’ve often found myself “ni de aquí, ni de allá”—too American for my Mexican family, too Mexican for my American friends. It’s a common struggle many Mexican Americans face, being caught between two cultures. But as I’ve grown, I’ve learned to embrace it. 

Spanish, once reserved for home, became a badge of pride as I worked to master it, not just to speak it conversationally but fluently. It’s something I’ve passed down to my son, ensuring that our heritage continues.

Hispanic Heritage Is Rooted In Values

The values my family instilled in me run through everything I do. My grandfather, in particular, shaped my perspective on integrity and success. He taught me that your word should be your bond, and that family is your greatest pride. 

These lessons are woven into my business at Franco Innovative Media & Marketing, where integrity isn’t just a value—it’s the foundation. It’s how we connect with clients and community, just like the stories shared around my grandmother’s table.

As I reflect on Hispanic Heritage Month, I see it as a time not just for celebration but for education. It’s a chance to tell our stories, honor our roots, and share our contributions with pride. 

Yet, I can’t help but feel that true representation is still missing in many spaces. Our **Latinidad** deserves more than token gestures; we need genuine support and recognition—especially for Latinas in business, who often find themselves navigating systems that aren’t built for us.

For me, this month isn’t just a reflection on where we’ve been but a call to action for where we’re headed. It’s about taking the values of my grandfather, the traditions of my grandmother, and the pride of my culture and using them to shape a future where our voices are heard year-round—not just during Hispanic Heritage Month.

And so, I keep my culture alive in my own way—whether it’s through passing down our language to my son, sharing stories of my grandfather’s values and ideals, the original J Franco, a cup of cafe de olla on a Sunday afternoon, or living out the integrity my grandfather believed in. 

Every story, every tradition, is a thread in the larger tapestry of who we are as a community. Hispanic Heritage Month may come once a year, but our contributions, our pride, and our stories are always with us. 

And the way I do business is a reflection of those Latino cultural traditions and values that I grew up with. They are the values that I instill in my team at Franco Innovative. 

To all of you Latinos, Adelante, nos falta mucho por lograr, and to the rest of my community we need your continued support to reach new heights!

Gracias, de todo corazon…