Juana Ruiz’s passion for cooking started young. She’s been in the kitchen preparing delicious Oaxacan dishes since she was 8 years old. Her specialties include mole, tamales, quesadillas, picadillo and more.
“I’ve enjoyed it for many years,” she said. “I love being in the kitchen.”
Today, she’s channeling that passion into building her own business.
“What motivated me was to be in control of my own time and decide how to spend my days,” she said.
Entrepreneurship has been part of her life for as long as she can remember. As a child, she helped support her family through small ventures – from selling vegetables to preparing and selling food.
But building a business isn’t easy, and Juana knew that to take it further, she needed support.
With encouragement from her children, she found the North San Diego Small Business Development Center (SBDC) at MiraCosta College and enrolled in its entrepreneurship and contracting initiative. There, she found support in her preferred language and a welcoming environment that reflected her background and experiences.
Growing and Learning
The SBDC plays a key role in supporting entrepreneurs like Juana as they turn their ideas into sustainable businesses. Its entrepreneur advancement and contracting initiative at MiraCosta College Foundation was supported by El Camino Fund in 2025, with a $100,000 grant.
The program provides hands-on guidance, training and one-on-one advising helping participants navigate every stage of business development — from refining a concept to launching and growing an enterprise.
“It’s about creating financial stability and generational wealth,” said Cheryl Brown, an SBDC Director. “That’s big.”
It also creates a supportive environment where entrepreneurs can build confidence, strengthen their leadership skills and access the tools and networks needed to succeed.
“This program is life-changing,” Cheryl said. “I want the community and these business owners to be able to say you really helped me. You helped my family.”
With the support of San Diego Foundation, the SBDC expanded their efforts across North County – supporting several communities, including Escondido, San Marcos and areas of Oceanside.
Building Pathways for Latino Entrepreneurs
According to the State of San Diego Latinos Report commissioned by San Diego Foundation in 2024, Latinos make up roughly 30% of San Diego County’s population, with more than 1.14 million residents. Yet, many report individual incomes of $50,000 or less.
Many in the Latino community navigate barriers when trying to start a business, including accessing information in a language they understand, cultural differences and limited familiarity with available resources.
Daisy Alonso, an advisor at SBDC, sees these challenges firsthand in the clients she works with every day. That’s why the program focuses on meeting entrepreneurs where they are—providing information and support in their preferred language.
“When they come into our space, they don’t have to leave their identity,” said Daisy. “Their success is my success, and their struggle is my struggle. I’m here to help them through the process.”
For many participants, including Juana, this kind of personalized support makes the difference between having an idea and building a viable future.
“The program has helped me see that I can be a great leader,” Juana said.
Cooking Up Her Future
After participating in the program, Juana runs her business out of her Vista home – serving Oaxacan favorites with love.
“I really enjoying chatting with the people who come by,” she said. “They’ll say ‘my mom used to make this dish all the time. It’s been a long time since I’ve tasted it.’”
Through her cooking, Juana is creating connections, preserving traditions, and sharing a taste of culture with her community.
