Fernando Leon grew up watching his parents pour themselves into their small businesses. Business ownership wasn’t an abstract idea – it was something he saw modeled every day. In 2007, his parents started a tamales business rooted in Oaxacan culture and a desire to be their own bosses.
Unlike more familiar tamales wrapped in corn husks, Oaxacan tamales are wrapped in banana leaves, which gives them a softer texture and a deeper, earthier flavor. They are often filled with rich ingredients like mole, a slow-crafted sauce layered with chiles, spices and chocolate – a hallmark of Oaxacan cuisine.
For Fernando, these tamales aren’t just food. They reflect the culture and traditions his parents carried with them, and the flavors he continues to share with the community today.
Stepping into the role also meant learning the highs and lows of business ownership.
“Being your own boss isn’t as pretty as some may think,” Fernando said. “I wasn’t making enough money. Sales were slow, and I was looking for any kind of help to keep my business afloat.”
Taking a ‘LEEP’ Forward
That search for support led him to the Logan Heights Community Development Corporation (Logan Heights CDC), an organization with a mission to strengthen individuals, families, and businesses in Greater Logan Heights neighborhoods through community empowerment, education, economic growth and housing development.
Fernando came across their Logan Heights Emergent Entrepreneurship Program (LEEP) through social media and applied. Within a week, he was accepted.
At a critical time for his business, the program offered practical guidance on business fundamentals – from marketing and managing expenses to understanding the financial side of business ownership.
LEEP has been supported by San Diego Foundation through the El Camino Fund, which invests in community-led efforts that expand access to business ownership as a pathway to grow financially.
Fernando says the experience was especially impactful because the cohort was offered in Spanish, creating a learning environment that felt familiar and accessible.
“It helped me a lot to be able to learn because they spoke in my language,” Fernando said. “Not just Spanish, but about the problems here in the community and about many local businesses – like food businesses.”
Those conversations offered practical insight into how others run their businesses — including lessons learned the hard way.
“I connected with others who had similar ideas to mine,” he said. “People talked about their mistakes or what they did wrong. And that helps you learn.”
Cultivating Confidence & Building Relationships
Through LEEP and support from Logan Heights CDC, Fernando gained more than technical knowledge. He gained confidence in his ability to lead.
“I feel better, like this is what I want,” Fernando said. “Before, I kind of knew, but I wasn’t very sure. Since the program ended, I’m sure that I want to be an entrepreneur.”
That confidence helped Fernando sharpen his vision for his business – one he hopes will support other employees someday.
“I want to be the best tamale maker in San Diego,” he said.
The experience also strengthened his leadership at home. As Fernando gained confidence, it inspired his partner to grow alongside him.
“She’s a natural leader,” he said. “But with the classes we took, we now have better structure. We’re like a couple of entrepreneurs, a power couple.”
That shared momentum has extended beyond their household, encouraging family members and others in their community to explore entrepreneurship themselves.
“We’ve guided many people to the program,” Fernando said. “So they can also start.”
Building on Business
The structure LEEP taught Fernando helped him think differently about growth. Through the program, he learned about farmers markets – how to register, apply for permits and navigate the requirements needed to sell in new locations.
After earning a second-place prize through LEEP, Fernando used the funds to repair his van – a vehicle he now relies on to expand his business beyond the neighborhood where it began.
“It’s the van I’ve been using since I finished the program,” he said. “With it, I can load up my tamale cart and go to other places.”
Today, Fernando travels to San Marcos, Escondido and Oceanside, and he now sells regularly at the San Marcos Farmers Market every Friday. The van allows him to transport his cart, set up shop and reach new customers – turning the vision of expansion into a weekly reality.
Each new market Fernando enters carries forward the entrepreneurial spirit his parents instilled in him, now shaped by his own vision for what the business can become.
About El Camino Fund
El Camino Fund supports initiatives that strengthen economic mobility for people furthest from opportunity. Designed in partnership with community leaders, the fund celebrates and sustains community giving while targeting the region’s most critical needs. El Camino Fund was established with a $2.5 million endowment from San Diego Foundation.
