Shaping the Future of Hispanic Business in Georgia: A Conversation with Verónica Maldonado-Torres
As the President and CEO of the Georgia Hispanic Chamber of Commerce (GHCC), Verónica Maldonado-Torres plays a pivotal role in advocating for Hispanic businesses in DeKalb County, the metro region and across the state. In a recent interview, she shared her vision – shaped by a combination of her family’s entrepreneurial history and her professional leadership – for driving the growth and development of Hispanic-owned businesses.
Because of her energy, passion and commitment, her nickname is “Vitamin V.” And it comes across in her focus and vision, which she communicates with enthusiasm.
To start, she says the Hispanic Chamber is intentional about bridging the gap between Hispanic business owners and key stakeholders in Georgia’s thriving economy. Partnerships with local governments, corporate entities, and other community organizations ensure that the voices of Hispanic entrepreneurs are heard at decision-making tables.
Maldonado-Torres emphasizes the unique opportunity Hispanic entrepreneurs bring to Georgia’s economic landscape. Under her leadership, the GHCC has strengthened programs aimed at empowering Hispanic-owned businesses across the state. With the growing population of Hispanic residents, the economic contribution of this community cannot be overstated.
“We’re creating pathways for Hispanic businesses to thrive,” said Maldonado-Torres. “Our goal is to ensure that they have the tools, resources, and connections they need to succeed in today’s competitive market.” The GHCC offers everything from mentorship and networking to financial literacy programs, addressing challenges such as access to capital, regulatory navigation, and finding new markets.
Building an Inclusive, Pro-Business Landscape with Hispanics at the Table
One of the four pillars of the Georgia Hispanic Chamber of Commerce is Legislative and Public Policy.
Amplifying the voice of Hispanic businesses and ensuring representation in the decision-making rooms that influence the economy is the goal. “We need to make sure that as our community grows in population, we also have representation in those decision-making spaces that affect our communities and our access to opportunity,” Maldonado-Torres emphasizes.
How the Hispanic Chamber does this is by “creating a pro-business, inclusive landscape, ensuring more equitable opportunities for our community,” she says. Her leadership extends beyond supporting Hispanic businesses, with a focus on making systemic changes that provide access to capital, contracts, coaching, and connections.
Goal: To Grow Multi-Millionaires
This commitment to expanding opportunities for Hispanic businesses ties directly into a broader goal that Maldonado-Torres has set. When asked about her vision for the future, she shared her ambition to see Georgia recognized as a leader in producing multi-million dollar Hispanic-owned businesses. “In the next five years, I’d love to see an article that says Georgia is developing, producing, and creating the most multi-million dollar Hispanic-owned businesses in the country. That would be incredible.”
Her advocacy is rooted in a desire to ensure that Hispanic businesses, across diverse industries from technology to medicine, have the representation and support necessary to thrive. “We are creators of jobs, creators of innovation,” she asserted, highlighting the contributions Hispanic businesses are already making to Georgia’s economy and their potential for future growth.
At the core of her work is a deep commitment to possibility—possibility for growth, possibility for representation, and possibility for success. As she puts it, “At the end of the day, my role is really to help shape and elevate the visibility, voice, and narrative of what’s possible and what the Hispanic business community represents.” Through her leadership and advocacy, Maldonado-Torres is ensuring that the future of Hispanic business in Georgia is bright, innovative, and full of opportunity.
Empowering the Next Generation of Hispanic Entrepreneurs
Another key focus of the Georgia Hispanic Chamber of Commerce is capacity building and leadership development. Maldonado-Torres and her team are dedicated to helping Hispanic business owners at every stage, whether starting out or looking to scale operations. “We’re unlocking and unleashing more capacity-building programs to develop the next generation of Hispanic business owners, not just from a startup standpoint but also helping businesses scale to the next level,” she said.
Her vision for the Hispanic business community is holistic and long-term. This includes not only supporting the entrepreneurs themselves but also ensuring that the next generation is prepared to take on leadership roles in various sectors. “From a leadership development standpoint, we need to build a pipeline of small business leaders and professionals who are getting the skill sets they need so they can actively participate in all forms of our society, from local communities to decision-making rooms,” Maldonado-Torres added.
A Family Legacy of Entrepreneurship
Maldonado-Torres’ personal connection to business and entrepreneurship runs deep. Coming from a long line of entrepreneurs, her family’s history of business ownership greatly influenced her approach to leadership and advocacy. “I can’t tell my story without it being connected to my family. They are every single reason why I champion and support small businesses,” she shared.
Her family’s entrepreneurial journey began when her grandparents immigrated to Atlanta from Cartagena, Colombia, over 40 years ago. Her grandfather operated various businesses, including a radio station and a record label in Colombia, before moving to the U.S. In Atlanta, her family started a printing franchise, which became a way for them to stay together and build a future.
“My family rallied together. I saw them struggle to find the resources, to connect with the community, to navigate the resources that are available,” Maldonado-Torres recalled. This experience, witnessing the highs and lows of entrepreneurship firsthand, instilled in her a deep commitment to helping others pursue their dreams of business ownership. “I want to make sure that anyone who has a dream to start and grow a business has the resources they need,” she said.
Her family’s story serves as a testament to the impact that entrepreneurship can have on economic security and community development. It is this understanding that fuels her work at the Georgia Hispanic Chamber of Commerce, where she serves as what she describes as “a conduit to possibilities.” Her dedication to advocating for Hispanic businesses stems from a desire to honor the sacrifices her family made and to help others succeed.
Advancing Opportunities for Hispanic Youth in Georgia
In addition to supporting current business owners, Maldonado-Torres is deeply committed to ensuring the next generation of Hispanic youth is prepared to succeed in a rapidly evolving economy. When asked how initiatives like Decide DeKalb’s MADE in DeKalb program – which prepares students for careers in advanced manufacturing and logistics – can close the opportunity gap for Hispanic youth, she highlighted the importance of exposure and education.
“One of the biggest things we need to continue to work on is giving kids exposure to careers they may not be aware of,” she explained. “When you have exposure and knowledge, you choose what you see.” By providing opportunities for young people to explore careers in advanced industries, programs like MADE in DeKalb help students envision a future in high-paying, in-demand fields.
Leading the Way in Innovation and Economic Growth
As Maldonado-Torres continues to lead the Georgia Hispanic Chamber of Commerce, her focus remains on creating a more inclusive and equitable business environment in Georgia. She envisions a future where Hispanic-owned businesses are not only recognized for their contributions but are also leading the way in innovation and economic growth.
“We are not just the essential workforce; we are creators of jobs, we are creators of innovation,” she reiterated. By championing Hispanic businesses, advocating for equitable access to resources, and supporting the next generation of entrepreneurs and leaders, Maldonado-Torres is helping to shape a future where Hispanic businesses thrive as integral contributors to Georgia’s economy.
The Power of Connection and Representation
Another cornerstone of Maldonado-Torres’ leadership at the GHCC is promoting Hispanic representation in spaces where it historically lacked. “Representation isn’t just a checkbox—it’s about real, meaningful participation,” she shared. “Whether it’s in business, government, or social advocacy, the Hispanic community must have a seat at the table.”
The GHCC’s commitment to this mission is reflected in its advocacy efforts on policies that support small business growth, affordable housing, and equitable workforce development. By working closely with public officials, the Chamber ensures that Hispanic issues and contributions remain a priority in the broader conversation on Georgia’s economic development.
Looking to the Future
As the GHCC looks ahead, Maldonado-Torres is optimistic about the future. She believes that collaboration, education, and community-building will be the keys to unlocking the full potential of Hispanic businesses in Georgia. “We’re committed to seeing our community prosper, not just in terms of economic success but in terms of unity and influence.”
With Hispanic entrepreneurs contributing significantly to the workforce, consumer market, and innovation sector, Georgia’s economic future will undoubtedly be shaped by the Hispanic community’s continued growth and leadership.
As Hispanic Heritage Month continues to serve as a time for celebration, reflection, and advocacy, the efforts of leaders like Maldonado-Torres and organizations like the GHCC are ensuring that the Hispanic community in Georgia is recognized as a pivotal force in the state’s ongoing economic evolution.
Whether you’re an entrepreneur or an ally, learn more about Decide DeKalb’s initiatives to help shape Georgia’s economic future.