How Culture Influences Purpose

Hispanic Heritage Month has come to an end but today we shed light on a beautiful soul, Melissa, who not only embraces her Latin roots but is also on a mission to transform the way people shop, eat and discover Latin food. This fearless, bold Latina proudly wears her culture on her back and shares how her love of food led her to her passion.

FOOD IS THE WAY WE EXPRESS OUR LOVE AND HOLD ON TO OUR CULTURAL HERITAGE.

Tell me about yourself.

M: I grew up in Washington Heights, NY during the 1980s and early 90s; a working-class neighborhood in northern Manhattan that is known for its rich history, diverse culture and a multitude of great restaurants. I am a first-generation college graduate and millennial that identifies as Dominican American. I come from a family of street vendors, caterers, and cooks that are resilient and have worked very hard to make a name of themselves in this country. In the 90s we moved to Massachusetts where I spent most of my adolescence and attended college. 

M: I’m an entrepreneur in the food space, founder and CEO of La Conexión; a Latino marketplace (food hall) that offers food-centric consumers an opportunity to enjoy fresh, authentic, and high-quality Latin food, think Eataly meets Latin America. The market includes retail, educational programming, and a rotating restaurant model that features local establishments.

Hispanic Heritage Month ended yesterday, what does HHM mean to you?

M: I think it’s funny that we have a month that celebrates Hispanic Heritage because we shouldn’t wait for the month to come to celebrate all the amazing people that come from spanish speaking countries. It’s always nice to be recognized, but it should be something that happens year-round. Hispanics are the largest minority in America and have contributed immensely to the economic growth of this country. Currently, there is a lot of tension around American politics, particularly what’s happening in the Mexican border. It’s great to celebrate our culture and where we come from, but we have much bigger topics to discuss and we must use this month as a platform to bring more awareness to these issues and to educate others about our rich history.

Tell me more about how you got into the food industry? 

M: My parents migrated to the United States from the Dominican Republic in the early 1980s. When some people migrate to this country, they do everything in their power to make their children assimilate or adapt to the culture, but my mother always made it a point to celebrate our cultural traditions, like El Día de Los Reyes Magos (Three King’s Day) which commemorates the visit of the three kings to Baby Jesus. She was intentional in selecting schools that offered bilingual programs because she believed that I needed to know both languages. Now, as an adult, I am grateful for her choices because I have stayed connected to my Latin roots and can pass these values and traditions on to my children. 

M: Since I can remember my mother (Milagros) has always been connected to the culinary space. Despite not having any formal culinary education she had a catering business that she operated out of our small New York City apartment. She and Tia Marta would prepare catering orders for quinceañeras, baby showers, and weddings. There was always someone cooking in the kitchen. Even though my mother created many dishes, she never followed a recipe and I had to be present and vigilant to learn how to replicate them. Whenever there was a big order of pasteles en hoja (starchy dough/masa based dish that is wrapped in plantain leaves with a chicken or beef filling), she would sit all of her children down in an assembly line and give us different tasks from the recipe to complete. Everyone did their part to help complete the orders. 

M: Food is the way we express our love and hold on to our cultural heritage. I believe that my mother’s business influenced my brother’s decision to go to culinary school and me to start my marketplace. I have a soft place in my heart for women entrepreneurs that are in food space because they remind me of my mother, extremely talented and capable of operating a successful business, but were at a disadvantage due to the language barrier and absence of business acumen. 

M: I would also say that as I got older, I was able to travel more and explore places like Spain, India, Peru, and other culinary destinations. While traveling, I was always curious to learn about where the locals lived, dined and shopped for their favorite foods. With each trip, my travels became more and more food-focused. I paid attention to the different spices used, how different cultures cooked their proteins, vegetables, and how food brought people together. These experiences brought me back to my childhood, a house full of people that was welcoming to everyone, and were brought together by one common thread, food. I realized that we, Americans, don’t sit down around the dining room table anymore. We cook fewer meals and spend our time multitasking, sending emails, watching Netflix, and instagramming while we order food from a delivery app. We’ve lost the essence of coming together over food and learning about each other. My goal with La Conexión is to bring all the vibrant cultures from the Caribbean and Latin America to the forefront of American dining. Although Mexican tacos and Cuban sandwiches have become a staple in our restaurants, each country has its own palette of authentic flavors and sazón.  

I DRESS HOW I WANT TO BE ADDRESSED; I WANT PEOPLE TO RESPECT AND ACKNOWLEDGE ME. 

How do you tie your experience with food to your personality and style? 

M: Whether it’s food or my personal style presentation matters. Aesthetics play a big role in how food is received. This is why so much money is spent on food photography and styling. Carefully selecting how to dress a plate is similar to how I style myself. Every single detail matters, from the accessories to the accents that make my style unique. My signature look includes a combination of ruffles, a lot of black, and a bold red lip. When I walk into a room, I show up as my very best, well dressed and put together. I dress how I want to be addressed; I want people to respect and acknowledge me. Dressing up and bringing the best version of myself makes me confident like I can conquer any obstacle that comes my way. 

M: There is definitely a level of confidence that comes with wearing any of my Selena Quintanilla t-shirts. Selena is one of my favorite icons. She is a huge deal for the entire Hispanic community because of what she represents. She came from humble beginnings, an extremely talented singer, actress, and entrepreneur, as well as a positive role model for young girls around the world. I wear my Selena t-shirts in professional settings under a blazer because I am proud of my culture and the diaspora I come from. 

How do you show up in the world?

M: Moving from New York City to Boston was a drastic change for me. My style in New York was tailored like Olivia Pope. I was accustomed to wearing wide brim hats and 6-inch heels to work. When I arrived in Boston for graduate school, people walked around in hoodies, baseball caps, and jeans, a much more casual style than I was accustomed to. 

M: I now work in the food industry and my corporate style is not functional for my new environment. Working at a food business incubator and commissary kitchen, there’s a dress code policy that outlines what you can and cannot wear. I had to trade in my heels for closed toe shoes, my sleeveless blouses to shirts with sleeves, and on days where I am handling any direct food, I go without earrings or nail polish. Despite having these restrictions I still try to bring my personal style to work by wearing cute flats or adding a cardigan to my tops.

M: As a woman of color, there’s an extra layer of scrutiny that comes with the way that you dress. Because you are the only one or one of few in the room you are hyper visible and subject to the harshest criticism. The first thing people notice is what you wear, and for this reason, I make sure that my appearance is impeccable. I am consistently mindful of the way I show up in the world and how others perceive me.