How Latino-owned businesses and entrepreneurs are driving the U.S. economy

Irán Sanchez Salazar and Daisy Orosco pose in front of their coffee pop-up cart. The business and real-life partners started their coffee brand, Malcriada, in 2022. (Courtesy of Malcriada) For 27-year-old Irán Sanchez Salazar, being a Latino entrepreneur in Los Angeles is a source of immense pride.

The Bell resident, who spent two years in Mexico waiting for his permanent residency paperwork to come through, took that time to hone his craft and pursue a career in specialty coffee. Now Sanchez Salazar co-owns a coffee brand called “ Malcriada, ” with a menu inspired by Mexican and Chicano heritage and culture. In 2022, Sanchez Salazar and his girlfriend started making and selling the beans and blends at pop-ups across southeast L.A.

“I think for me, being a Latino-owned business is something I really take with me everywhere I go,” Sanchez Salazar said. “For us, it’s very important. It’s part of our mission: to preserve the culture that we inherited and also share it with other people.”

Malcriada sells its specialty coffee, inspired by Mexican and Chicano heritage, at pop-ups in Los Angeels. The brand was started by Irán Sanchez Salazar and Daisy Orosco. (Courtesy of Malcriada)

Sanchez Salazar is among a […]

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Michelle Rojas-Soto is Social Justice Director at the Eagle Rock Neighborhood Council and Managing Director at Encompass, a racial equity nonprofit. Her children attend LAUSD and Glendale USD schools.

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