I moved to ‘The States’ to work and support my family [in 1997].
Aceli Zenil
Aceli moved from Mexico to Atlanta over 25 years ago. She’s a hardworking Latina and a community organizer dedicated to helping others find a footing in Georgia.
By 2023, Latinos in Georgia had a larger participation in the labor force and a higher employment rate than the state average. Although 59.6% of the state's population was employed in 2023, 78% of the Latino male population was employed—even higher than the state's overall male population, with 65.7%. However, there are dramatic differences between Latino men and Latina women—only 53.8% of the Latina women were employed1.
Backlash to the Growth
With the corresponding visibility, this fast-paced growth awoke fears and discomfort in established communities in the state and led to anti-immigrant efforts at the local and state levels. In the early 2000s, new bills aimed at restricting access to driver’s licenses, employment, public services, and contracts became laws.
Once a state that served as a model for attracting talent and workers to lead regional growth, Georgia has devolved into a place that is no longer as welcoming to immigrants, placing barriers to expanding and strengthening their contributions and ability to be self-sufficient.
To find work these days, many Latinos must navigate complex systems that are unfamiliar to them, often with little or no support. In that effort, language and immigration status continue to be the primary barriers to accessing quality jobs.
Georgia's mandatory e-Verify policy greatly reduced Latinos' capacity to be formally employed11, pushing them to work as contractors. Now, the lines between entrepreneurship, self-employment, underemployment, and full employment are often blurred, causing stress and leading many individuals to work longer hours or juggle multiple jobs.
Georgia's E-Verify policy requires private employers with ten or more employees to use the federal E-Verify system to verify the employment eligibility of new hires. For this reason, many Latino-owned businesses report zero employees.
English was the hardest for me when I moved here. I didn't know the language, and 27 years ago, there were not as many Latinos as now. I had to find my way through. There were not many organizations like the ones you see now. It was very difficult to come here and not know anyone.
Aceli Zenil
A Growing and diversifying Workforce
After the Olympics, the Latino community continued to expand, particularly in construction, agriculture, carpet manufacturing, and poultry processing. Many Latinos entered the workforce and Many Latinos entered the workforce and have since become business owners, leading to the creation of organizations like the Georgia Hispanic Construction Association (GHCA). Atlanta became the epicenter for the development of the construction industry in the south, inspiring similar initiatives to form in neighboring states like the Carolinas, Tennessee, and Alabama. By 2023, Georgia had the third largest share of Hispanic population working in construction (25.8%)7. Georgia is accompanied in the top ten with mainly other southern states.
With time, the food service industry, retail, and agribusiness also gained a strong Latino presence. Latino workers and leaders have played a significant role in developing these sectors, contributing to Georgia's economy. However, there is a noticeable underrepresentation of Latinos in more technical and professional industries, such as information, education, health services, and public administration.
Although immigration patterns and workforce demographics have changed over the past five decades, construction remains a key area for the Latino community. Rafael Villegas, Director of Organizational Growth of the Georgia Hispanic Construction Association (GHCA), shared that not only are many construction workers in Georgia Latino, but also many of the contractors and business owners.
Today, you can find Latinos in every sector in Georgia, including healthcare, education, and technology. Our community, with an average age of just 26, represents the youngest population in the state and is ready and eager to contribute to the state’s near- and long-term future.
I came to Georgia to support my family. The hardest part was finding a job without knowing anyone or where to start. When they asked me what I could do, I answered, "I know nothing, but I can learn."
Henry Reyes
Henry moved to the Buford Highway area over 20 years ago and started working in hotels and restaurants to find stability and help his family.
Nationally, Hispanics are traditionally overrepresented in the service industry. In Georgia, about 21% of employed Hispanics work in service occupations (e.g., retail, restaurants, customer service), compared to only 14.3% of the state's total employed population. This is slightly lower than the country's 22.9% share of employed Latinos1.
Another critical role of the Latino workforce is in Georgia's agriculture industry and related sectors. For over a decade, Georgia has consistently ranked among the top three states with more H-2A certifications—along with Florida and California.
H-2A workers are foreign nationals brought to the United States by U.S. employers to work in temporary or seasonal agricultural jobs.
In Q4 FY2024, Georgia ranks second nationally, accounting for 11.3% of all H-2A certifications in the U.S., with 43,436 foreign-certified positions. This underscores the state's significant reliance on foreign agricultural labor12.
In agribusiness, Latinos are involved in every aspect of the work, from producing and processing food to marketing and distributing agricultural products. However, the average hourly earnings of Georgia crop and livestock workers in 2023 were the lowest in the country, at $14.5 an hour13.
A Look into Household Economics
Examining the income and poverty rates among Georgia Latinos reveals significant disparities that drive the economic challenges faced by the community.
While 91% of Latino households report income—indicating high workforce participation and entrepreneurship—about one in five Latinos lives in poverty. Despite high rates of employment, Georgia Latinos’ poverty rate is more than double that of non-Hispanic white Georgians1.
In 2022, the median income for Latino households was $63,786, lower than the Georgia median of $71,355. Additionally, the average Latino household size is 3.4 people, compared to the state average of 2.7, meaning that household income is shared among more individuals1.
Income disparities also affect Latino families’ capacity to cover unforeseen expenses. According to the Urban Institute’s 2022 Financial Health and Wealth Dashboard, only about 46.1% of Hispanic households in Georgia have at least $2,000 in emergency savings, compared to 61.2% of the total state population14.
The truth is that navigating and trusting financial systems can be difficult for many Latino families. According to 2021 data from the Federal Deposit Insurance Corporation (FDIC), the primary reason some Hispanics and Latinos are unbanked is not having enough money to meet minimum balance requirements, followed by not trusting banks and a desire for more privacy15.
Data also shows the magnitude of disparity between groups. On average, white households in Georgia have six times the wealth of Hispanic households and eight times the wealth of Black households14.
However, Luis Zaldivar, the Georgia director of CASA, explains that income brackets don't tell the whole story about Latinos. “Class is much more layered for us than just income—background, type of work, and other more nuanced elements come into play.” He points out that we don't usually have the same wealth-building logic as the average American, which is mainly network and income-based.
From 1990 to 2000, Hispanic buying power in Georgia increased from $1.3 to $6.4 billion. From 2010 to 2021, it increased by 98.5%, outpacing the state’s growth of 73%, reaching $31.5 billion. Expected to rise to $44.25 billion by 2026, Latino’s would account for 6.5% of the state’s total buying power16.
Nationwide, Hispanic households tend to spend more of their average annual income on food (both at home and dining out), clothing, and services than non-Hispanic households. In contrast, they spend less on alcohol and entertainment, including fees, admissions, and electronics16.
With nearly $34.1 billion, personal consumption accounts for the largest part of the Georgia Latino gross domestic product (GDP). Latinos’ top contributions to the state’s GDP are finance and real estate (19.4% share), construction (11.7%), professional and business services (10.4%), and government (9.5%)16.
Latino Entrepreneurs are Community Providers
Within our community, there are entire industries that cater to cultural events like baptisms, quinceañeras, and weddings. Alejandro Coss, President and CEO at the Latin American Chamber of Commerce of Georgia, points out that what’s interesting is that most of these ventures didn’t start out as businesses; they began as ways to support families and meet specific community needs. This shows a strong dedication of Latinos to serving their communities while also creating sustainable opportunities for themselves.
According to the US Census Bureau's Current Population Survey (CPS), around 7.6% of employed Latinos in Georgia reported being self-employed in 2023, compared to 5.9% of all employed Georgians17. This difference, consistent over the years, reflects the vibrant entrepreneurial spirit within our community. There are an estimated 91,000 Latino-owned businesses in the state of Georgia. Notably, families co-own nearly a quarter of these businesses, which is higher than the national average18.
The 2018 Georgia Latino Entrepreneurship Study showed that a large share of Latino-owned businesses in Georgia's clients are also Latinos—about 43% of businesses reported that the majority or all of their customers were Latino. However, as they grow, they often expand their reach to a broader audience18. This growth potential is significant, considering Latinos make up almost 12% of the state's population1.
Visit “La Vaquita”
La Vaquita is the largest indoor flea market in the country and, most importantly, a beloved marketplace for Latino microentrepreneurs. With 700 selling vendors open year-round and over 25,000 visitors each weekend, it has become a vibrant hub of activity. Originally named the Pendergrass Flea Market, it changed its name to reflect the evolution of its vendor and customer base.
The transnational nature of the Latino community means that business development is not static. The needs, clientele, motivations, and opportunities for Latino entrepreneurs are constantly evolving. Coss explains that, over time, there has been a shift from an initial wave of self-made entrepreneurs—primarily from Mexico and the Caribbean—who started businesses to meet urgent needs, to a new generation of entrepreneurs from Venezuela and Central America.
Learn about Ole Mexican Foods
The company’s founder, Veronica Moreno, began making and selling authentic tortillas in churches in Atlanta in 1988. She and her family manage a successful operation headquartered in Norcross, with manufacturing facilities throughout the U.S.
Latinos, especially Latina women, are great at finding opportunities to serve the community's needs.
Alejandro Coss, President and CEO at Latin American Chamber of Commerce of Georgia.
As president of SheLends, María Vinces Peck supports business owners in accessing capital in Georgia. Based on her experience in the field, she shares that over the years, there has been a noticeable change in the behavior of Latino business owners. In the past, many sought small loans and basic capital support, but now, requests for larger amounts indicate growth in business scale, maturity, and audience.
Despite the resilience and growth of Latino businesses, a staggering 90% report revenues under $200,00018. Many of these businesses are part of community networks that offer support services, but the owners often struggle to fully use these resources due to geographic and technological barriers, as well as mismatches between the available programs and the specific needs and schedules of the business owners.
Latina Women in the Workforce
While Latino male business owners are primarily motivated by “pull” factors, such as opportunities in the market, Latina entrepreneurs frequently face “push” factors. Limited access to good-paying jobs, especially for first-generation immigrants, along with the need for flexible hours to manage family responsibilities, often shape their entrepreneur journey18.
Childcare is a major barrier for many Latina women trying to enter the workforce or start and run their own businesses. Often, they have to bring their children to work, which makes it harder to focus on their ventures. To navigate this, groups of Latina mothers often come together to share childcare duties, allowing them to take turns selling food, beauty products, or working as contractors.
For Latina women, community networks are essential for their professional development and business success. While some organizations offer training on setting up childcare facilities and help with permits, those without Social Security numbers face significant hurdles in accessing these resources. While these models of collective support and informal networks are common and essential, they are rarely recorded in official data.
Despite representing 64% of Latino-owned businesses, many Latina entrepreneurs struggle financially. The 2018 Georgia Latino Entrepreneurship Study found that 95% of Latina-owned businesses reported revenues under $250,00018. This financial reality underscores the systemic challenges they face while trying to succeed in their entrepreneurial endeavors.
An Uphill Race for Business Owners
Latinos face many barriers to growing and expanding their businesses. One major challenge is getting access to capital, which is often complicated by language and immigration status. As Alejandro Coss, President and CEO of the Latin American Chamber of Commerce in Georgia, explains, a Latina entrepreneur might start by making tacos at home, but eventually, she’ll need a big investment to move from a home kitchen to an industrial kitchen. Additionally, the unregulated market adds another layer of risk. Predatory lenders often target Latino business owners who may not fully understand loan terms.
Some areas of struggle for Latino business owners are navigating pricing strategies, competing against established businesses, and building professional networks that can help them grow.
The challenges for Latino business owners are deeply connected to the immigrant experience. Limited access to capital is a big issue, as many lenders see DACA and TPS holders as "high-risk," making it hard for them to get the funding they need. Even for those with proper documentation, navigating established business practices can be tricky.
For example, during the Maynard Jackson administration in Atlanta, minority procurement contracts were made more accessible to Black and African-American entrepreneurs. It took decades of advocacy for Latino entrepreneurs to gain similar recognition as a minority group eligible for these contracts.
Undocumented individuals in Georgia face even tougher obstacles, as they can’t get business licenses or enter into contracts. While this limits their economic opportunity, it also means they’re often left out of important data that tracks business activity in the state, further undermining their contributions and potential.
Culture also plays a big role in the way Latinos do business. For example, we don't usually borrow money as the average American business owner does, which limits our ability to scale our businesses through traditional financing models.
In 2024, the Latino Community Fund of Georgia checked back in with businesses from their 2018 entrepreneurship study to see how they were doing after COVID-19. They wanted to find out how these businesses had used recovery funds from the CARES Act and the American Rescue Plan. Many business owners reported that they couldn’t take full advantage of these resources, citing complex and lengthy application processes that required much time and effort. Among entrepreneurs with limited staff capacity, time also becomes an immense barrier to accessing needed capital.
New Generations and New Opportunities
The level of formal education among Latinos in Georgia plays a crucial role in shaping their economic prospects. While not strictly necessary for success, education provides essential business skills, knowledge, and network enable entrepreneurs to thrive.
The Latino workforce in Georgia is evolving, with a new generation stepping into the job market and making significant strides in higher-paying corporate and entrepreneurial pathways.
Second-generation Latinos and Latinas are increasingly taking on roles in established companies or starting their own businesses, often continuing or expanding family ventures. They face fewer barriers related to documentation and language compared to their parents, yet they remain deeply aware of their families' struggles for self-sufficiency and safety.
As a third generation now enters school, these young individuals are inspired by their parents’ journeys and are actively seeking opportunities in the same way their families did before them.
