Rosa Santa Cruz

Rosa Santa Cruz was born in Santa Ana Chiautempan in the small Mexican state of Tlaxcala. Growing up in a family of merchants, Rosa learned early that entrepreneurship could open doors that traditional jobs often could not. Inspired by a sister who ran a small retail business, Rosa developed a vision of building something of her own. At age twenty-eight, Rosa immigrated to the United States in search of greater opportunity and a more stable life for her family.

When she arrived, Rosa worked in her sister’s businesses. After moving to Oxnard, however, Rosa found work in the tomato fields. Although Rosa quickly earned the respect of supervisors and learned many aspects of the agricultural work, Rosa remained focused on a larger goal: creating a business that could provide long-term stability and growth.

Life brought both hardship and determination along the way. After experiencing personal loss within her family, Rosa made the decision to move forward and rebuild. Soon after, an unexpected opportunity appeared when someone offered to sell Rosa a taco trailer. With determination and a $5,000 down payment, Rosa and her husband took a leap of faith. That decision planted the seed for what would eventually become La Picosita Santa Cruz.

As La Picosita Santa Cruz began to grow, Rosa faced the common challenges many entrepreneurs encounter – limited capital, complicated permits, and the need to formalize business operations. Rosa discovered Women’s Economic Ventures (WEV) through social media and through a recommendation from a friend connected with Mixteco Indigenous Community Organizing Project (MICOP). Seeking guidance, Rosa enrolled in WEV’s Emprendimiento, Empoderamiento Financiero, and Construye tu Crédito programs in 2023.

Through the programs, Rosa gained practical knowledge that helped transform the business from a more informal operation into a structured and sustainable enterprise. Classes and one-on-one advising helped Rosa better understand licensing, permits, finances, and long-term planning. Working with WEV consultant Sergio Zepeda provided additional insight into building a strong business foundation and approaching entrepreneurship with confidence.

“When you knock on a door, it always opens. Obstacles exist, but you cannot give up if you want to grow.”

Equally valuable was the community Rosa found through WEV. Connecting with other entrepreneurs created a supportive network where business owners shared experiences, exchanged ideas, and encouraged one another. The guidance and financial support Rosa received helped pay off a food truck and strengthen the business for the future.

Today, Rosa manages multiple ventures and continues to grow as a leader in the local entrepreneurial community. La Picosita Santa Cruz now operates two food trucks, and Rosa has also launched Elotes Santa Cruz while participating in the direct sales business Amway. Rosa is passionate about mentoring others and has helped several people begin their own food trailer businesses.

Even during difficult economic periods that have impacted many small restaurants, Rosa continues to adapt and innovate. By expanding into online ordering platforms such as DoorDash and Uber Eats and increasing the business’s social media presence, Rosa is finding new ways to reach customers while maintaining a loyal base built largely through word-of-mouth recommendations.

Looking ahead, Rosa is also investing in the next generation. One of Rosa’s daughters now manages one of the food trucks and is beginning her own entrepreneurial journey. “For me, being successful means feeling at peace, feeling empowered, and being able to help other people improve their lives.”