Texas Border Business
By Roberto Hugo González
MISSION, TX – On November 20, 2024, the Mission Economic Development Corporation (Mission EDC) hosted “Mission Driven,” highlighting the next generation of innovative entrepreneurs in the Rio Grande Valley. The gathering at the CEED building in Mission was evidence of the city’s growing reputation as a hub for young business leaders making significant strides in their respective industries.
The event was opened by Mission EDC CEO Teclo Garcia, who expressed his excitement for the entrepreneurial spirit flourishing in the community. “Several years ago, when I was a newspaper reporter at the New Braunfels Herald-Zeitung, I spoke with the mayor about his decisions. He mentioned looking over a sea of gray, considering the perspectives of an older community. But today, we are here to celebrate the innovation and energy that young people are bringing to Mission,” Garcia said.
Garcia emphasized the importance of associating Mission with progress and opportunity. “We need to compete. Mission should be considered alongside McAllen, Brownsville, Corpus Christi, Laredo, and San Antonio. Our human capital is valuable, and we have the assets to grow,” he said. He also took a moment to acknowledge the Mission EDC Board, including Board President Richard Hernandez, Secretary Deborah Cordoba, and Board Member Julian Alvarez.
Belen Guerrero, Chief Operating Officer of Mission EDC, moderated the event and enthusiastically welcomed attendees. “It’s wonderful to see our network growing and learn about the young entrepreneurs who are shaping the future of Mission. I invite everyone to sit back, relax, and enjoy some great discussions,” she said. Guerrero encouraged first-time attendees to continue engaging with the business community and return for future “Business Over Breakfast” events, commonly known as “BOB” among Mission EDC supporters.
The panel featured five standout entrepreneurs: Ana Liz Pulido of Ana Liz Taqueria, Rodrigo Castillo of Union Design Developers, Robert Gonzalez of The Loretto Bistro, Gabby Cueva of Rossina Café, and Yaw Sam of Brand Geniuz. Each shared their journey, challenges, and aspirations.
Ana Liz Pulido, recently recognized by Texas Monthly for making the best tacos in Texas, described her deep-rooted passion for food. “My parents had taquerias in Reynosa, Tamaulipas, so I grew up in the kitchen. In high school, I started selling pies to my classmates, and later, I sold corn in a cup from my car. Eventually, I attended culinary school and returned to Mission to open my taqueria,” Pulido shared. She detailed the difficulties of transforming a non-restaurant space into a functioning taqueria but emphasized her commitment to fresh, handmade tortillas and authentic flavors.
Rodrigo Castillo discussed the role of adaptability in business. “Entrepreneurship is about questioning the status quo. When my brother and I started Union Design Developers, we saw opportunities but needed financial support. The biggest challenge has been finding the right partners to grow. But being adaptable, forming strong partnerships, and keeping our eyes on the long-term vision have been key,” Castillo said. He also credited his background as a lawyer for helping him assess opportunities strategically.
Robert Gonzalez, who transitioned from studying finance to running The Loretto Bistro, recounted his unexpected entry into the restaurant industry. “My parents planned to open a luxury adult daycare, but then the opportunity came to run a restaurant. I had no experience in food service, but I drove back from San Marcos that night and started the journey. The hardest part is maintaining consistency in food quality, service, or training. But over the years, we’ve built a strong team, which has been our biggest asset,” Gonzalez explained.
Gabby Cueva shared her path from digital marketing to running multiple successful businesses. “I studied fine arts and digital media at UTSA and later started doing social media marketing for restaurants. When COVID-19 hit, I turned and started baking from my home. My goal was not just to sell cookies but to create an experience. That vision and the support of my family and boyfriend helped me open my first café. Now, we have three locations and a taqueria,” she said.
Yaw Sam, originally from Ghana, spoke about founding Brand Geniuz, a marketing firm that has gained significant traction. “Seven years ago, I moved to the Rio Grande Valley, and people often ask why. I still don’t have an answer, but I know this place has given me opportunities. My business partner and I started Brand Geniuz to help companies understand the value of digital marketing. Our first client was Frontier AC, and from there, we built trust and a reputation. The biggest challenge was convincing people to believe in us, but by delivering results, we proved ourselves,” Sam said.
The discussion also touched on the challenges of navigating uncertain times. Castillo highlighted the importance of staying informed and forming the right alliances. “Business plans rarely go exactly as expected. Political and economic climates change, so you need to be ready to adapt. Strategic partnerships are crucial to long-term success,” he advised.
Guerrero asked Gonzalez how he built a strong team at The Loretto Bistro. “The key is constant training and investing in your people. We have a culture of continuous improvement, which keeps us competitive,” Gonzalez said.
Pulido described the dedication required to make her taqueria stand out. “Everything we make is from scratch. We even bring in corn from Mexico City to make our tortillas. People tell me a good taco should only need a great tortilla and meat, but I love salsas, so we offer six different ones to enhance the experience,” she said.
As the panel concluded, Garcia, Guerrero, and the Mission EDC team, including Naxiely Lopez-Puente, were praised for supporting local businesses. The CEED building, where the event was held, was also recognized as an essential space for fostering entrepreneurship in Mission.
“We want to thank our board, our business community, and especially the entrepreneurs who invest in Mission,” Garcia said. “Your belief in this city is what makes it thrive. We are indebted to you and grateful for your contributions.”
Mission Driven showcased the passion, resilience, and ambition of young entrepreneurs shaping the future of Mission, Texas. As businesses grow and innovate, the city remains committed to supporting the next generation of visionaries.
