Escondido chamber takes new approach to recruiting Latinos – California

Recruiting Latino business owners has long been a struggle for the Escondido Chamber of Commerce, but chamber officials expressed optimism Tuesday about a new effort to attract skeptical Latino merchants to the chamber.

Because of cultural differences, Latino merchants can feel intimidated or marginalized at traditional chamber events, chamber officials said. So they decided this fall to establish a special Latino Business Committee, which brings together prospective Latino members with Latino merchants who are already chamber members.

“There are a lot of Latino businessmen and women who are just waiting to get involved in the local business community,” said Alfredo Velasco, executive director of the Palomar Family YMCA. “This is really an awareness campaign aimed at them. Latino businesses are a large part of our community, but they are not a big part of the chamber.”"*

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