La Familia Market:New community-based coalition showcases Hispanic entrepreneurs

A group of nine Ukiah-area Latino businesspeople have formed the foundation for a successful new business model. “La Familia Market” got its launch in March of this year, focusing on providing a means for under-the-radar Hispanic businesses to gather together, support one another, expand their customer base and contribute to the future of local youth.

Adrian Mata, owner of Vago Hats, Cristina Nava-Franco, permanent makeup artist and Jose Lopez, owner of Tortas Chavito are all Ukiah locals, Ukiah High graduates and friends. During the pandemic, the trio, along with other mostly younger-leaning businesspeople began meeting to brainstorm ways to survive and thrive during tough financial times. What they discovered was a shared interest to support each other, and what started as a small backyard business showcase rapidly morphed into larger community events featuring dozens of businesses selling their wares.

Mata, who acts as the committee’s day-to-day communicator with vendors explains their rationale. “Everyone was still in quarantine, so we got together to think about what we could do. I remember thinking if I have a small business, and other friends have small businesses, why not bring our friends and families together?” Mata explains.

“Towards the end of the worst of the pandemic, a group of friends decided to showcase our small businesses. We now have nine official members, with each and every member bringing their unique touch, goods and services to the community,” says Lopez.

“We started in March with a backyard party, bringing our services to Jose’s backyard- to test the waters and see if we could bring people in,” explains Nava-Franco, who is acting as the committee’s bookkeeper and publicist.

“At our second event, more people wanted to become members and we decided to form a committee. That was when the initiation of La Familia started. We went from three vendors to 30-plus vendors in the span of three months,” Mata continues. The committee organizes vending events, with booth proceeds collected to create unique business and educational scholarship opportunities for Hispanic youth.

“We’ve been staging our marketplaces in different locations in town, and so far, we like the freedom of moving around to figure out the best way to reach people. We’re charging a basic flat rate for booth fees, which is going toward scholarships to provide money for young people- either to continue their education or to start their small business. Every market we have accumulates funds for scholarships,” says Mata.

The nine committee members represent a variety of business interests, but so far, all are Latino-owned, and all are from the Ukiah area.

“We have Katsumy’s Boutique clothing, Body Love by Anna, who sells natural body care products, Juanita Boutique clothing, Luzzie Body Sculpting, Ady Navoa’s Sweet Cravings Pastries and Luis Gonzales’ Michelada Masters.

“A lot of people who went to Ukiah High remember Ady’s delicious brownies,” says Nava-Franco. “She’s expanded her baking into amazing pastries.”

“Luis’s product are tomato-based mixers that you put in beer and are considered a way to help with the prevention of a hangover,” smiles Lopez.

In addition to the nine committee members, the group has attracted dozens of other vendors to their marketplaces, and they plan to begin scheduling monthly marketplaces.

Following college at St. Mary’s in Moraga, Mata left a sales job in the city to try and build his own business.

“I was building connections with famous Mexican music artists, and I thought, ‘Why don’t I make money for myself?’ I started using my sales experience to create a hat brand. I now have a great Instagram following, primarily because of my experience with promotions, my amazing supports, artists who share my work and help me collaborate with their friends. Branding is everything. After leaving my corporate job, I’ve been able to give tips and tricks to our group.”  Mata has a website and Instagram page where fans and consumers can purchase his hats.

“I knew from young age that I wanted to work in fashion,” says Nava-Franco. “In 2016, I looked into microblading eyebrow courses. They cost about $5,000. For my 27th birthday, the father of my son offered to buy me a Louis Vuitton purse, but I declined. I wasn’t into material things. For my 28th birthday, he handed me an envelope with enough money to take the microblading course. I took that chance and invested in my future. With the first class, I thought it wasn’t for me. But I pushed myself and kept going. It was rough at first, but it was something I really wanted to do- to show my daughter you can do anything you put your mind to. Today, I’m also doing tiny tattoos and taking more courses. I chose my future instead of Louis Vuitton,” she smiles.

Throughout his life, Lopez never forgot the delicious tortas from the part of Mexico he was from.

“I began wondering if I could bring that small part of my culture to all of the community that can’t visit Mexico. I came up with the idea of making our local tortas, with a twist. I started at my house, very small- and things went really well. People liked the tortas and more people started hearing about them. Now I cater events- baptisms, weddings and parties. I’ve served as many as 150 people, and the markets bring in 200 people or more.”

Lopez credits his success on keeping his menu simple.

“I only concentrate on two tortas. One is a warm sandwich in a panini press with choices of meat. It has ham, sausage, egg, grilled pineapple and cheese- all those flavors combined. I make a special green sauce people really like.” Another thing Lopez capitalizes on is his branding. “El Chavo is a TV character and cartoon that we grew up on and inspired people around the world.” Tortas Chavito is generally open Monday through Saturday at the South State Street Food Truck Corner from 11:00 AM until “late,” Lopez smiles. Expect to see his brand-new food trailer at local events soon.

“How did we do this in such a short amount of time?” asks Mata. “By bringing in people from our community. We all grew up in Ukiah. We’re the skaters, the kids who went to the Pumpkinfest- part of the very underrepresented Mexican community who still loves Grandma’s famous pozole and wants to see our community succeed.”

The group is in contact with Ukiah City Councilmember Juan Orozco, who they hope will help them promote events and look for locations for the marketplaces.

The group uses Facebook and primarily Instagram to announce their marketplace events.

“When we need vendors, we put it out on Insta and Facebook. The committee provides opportunities to other businesses, and we try to keep up posting business bios on social media,” says Mata.

“Times are tough. We need to help provide for the community that helped us growing up and help them raise extra money,” says Lopez. “We have a project coming up working in concert with Erica Gonzalez from South Valley High School. They just started a class for young entrepreneurs. And the West Company came to our event, and we have talked to business advisors,” says Mata, who is working directly with one of the organization’s business advisors.

“We’re all in the same boat. No business is much larger than anyone else’s. We’re all learning new techniques. Selling at a public level helps with the dos and don’ts of marketing and running a business,” says Mata.

“One of us always has the answer to our questions,” says Lopez.

“That’s why we’re La Familia. Who’s going to give you advice? Who’s going to be straight with you. Who’s going to help you? La Familia,” says Mata.

“It’s been so great to create a market where people can socialize, get together, listen to live music and do it for a great cause,” notes Nava-Franco. “Our long-term plans are expanding markets to other communities and counties- expanding the whole brand and promoting the scholarship.”

“The scholarship idea spread because we’re all in that 20-30 age bracket. In my case, I signed up for a bunch of scholarships, bur there were very little options for Latino kids, and nothing for future entrepreneurs,” says Mata.

“Starting a business is difficult. Passion will help you succeed. I am so fortunate and blessed- doing really well. Now I’m creating generational wealth for my kids. My daughter even has a lash-selling business. She’s paving the way for the next La Familia,” Nava-Flores smiles.

To get more information on the marketplaces, visit their Instagram Page at La Familia Market1. The group will be announcing a Dia de los Muertos event in the coming weeks. Connect via Instagram with Nava-Flores at Fleeky_beauty707. Mata is at VagoHats and Lopez at Tortas_Chavito_. To email the group visit Lafamiliascholarship@gmail.com