BURBANK, Calif.--(BUSINESS WIRE)--Estrella Media, Inc., a leading vertically integrated, multi-platform, Spanish-language media company in the U.S., announced today that it has joined the Latino Restaurant Association’s Cinco de Impact Initiative to raise awareness and funds for local Latino-owned restaurants.
The COVID-19 pandemic has had an adverse effect on a global scale, but in the United States, it has also disproportionately affected small Latino-owned restaurants. Potentially up to 50% of these businesses may have to close their doors permanently. Due to the unprecedented hardship this pandemic has caused, the Acevedo Foundation and the Latino Restaurant Association have launched the Cinco de Impact initiative to celebrate Cinco de Mayo and the entire month of May to raise awareness and funds for the organization to support local Latino restaurants in the City of Los Angeles.
“In the U.S. Cinco de Mayo has become a national celebration of Mexican food and culture, so this Cinco de Mayo we are joining these nonprofit organizations to encourage Angelenos to lend their support by giving back to our local Latino restaurants that like many others, are having a hard time keeping their doors open,” said Peter Markham, CEO, Estrella Media.
“The purpose of this campaign is to raise awareness in our community and encourage people to support their local Latino-owned restaurants during these trying times. Donating to the fund will also help restaurant workers who have lost their jobs or are suffering from COVID-19 with food vouchers and financial aid. It also provides lunches and dinners for healthcare workers in our city from Latino-owned restaurants,” stated Beatriz Acevedo, President, Acevedo Foundation.
The Cinco de Impact initiative’s goal is to raise $500,000. These funds will enable the Latino Restaurant Association Emergency Fund to help continue their critical COVID-19 emergency programs.
1. Meals to Frontline Workers Help Latino Restaurants Stay Afloat
Frontline healthcare workers are some of the most vulnerable during the current coronavirus crisis and restaurant owners are some of the most severely impacted during this time. To provide critical support for both the healthcare and restaurant industry, the Latino Restaurant Association (LRA), a non-profit is coordinating meals for healthcare workers; specifically, ICU and ER staff workers. Staff workers include housekeepers, techs, administrative, nurses and doctors. The program will feed healthcare workers, assist restaurants who have been impacted and utilize delivery drivers to deliver the meals. This program encompasses many immediate needs and helps put needed funds in the hands of the most essential workers to include 24 additional hospitals in the Southern California region. Meals are provided by delivery to each hospital according to hospital regulations and adhering to the highest safety standards (some are dropped off and some will be delivered by food trucks).
2. COVID-19 Grants for Affected Restaurant Workers
The Latino Restaurant Association is currently evaluating grocery grant requests from California restaurant workers who have been impacted by the coronavirus. The Latino Restaurant Association grants are awarded to eligible individuals based on available funds and are limited to one per individual or household.
Please use the following social media tags to support this initiative: #CincoDeImpact #SaveLatinoRestaurants
About Estrella Media, Inc.
Estrella Media, Inc. is a leading vertically integrated, multi-platform, Spanish-language media company operating across top U.S. Hispanic markets. Estrella Media is one of the largest U.S. producers of Spanish-language television content, producing over 2,500 hours annually of original news and entertainment programming at the Estrella Studios in Burbank, CA, which is broadcast nationally on the company's EstrellaTV Network. Its programming catalog, consisting of over 7,500 hours of original Spanish-language entertainment programming, is one of the largest libraries of content produced for the U.S. Hispanic marketplace. Additionally, Estrella Media is one of the most prolific developers and producers of Spanish-language radio talent and programming. The company's Don Cheto Radio Network features one of the nation's most popular radio talents. Estrella Media’s highly-rated television and radio programming is distributed through its owned and operated television and radio stations, affiliated stations, and related digital media properties. To learn more about Estrella Media and see company updates, please visit www.estrellamedia.com.