2013 WOY Graphic

In the Elite Company of
2013 WOY Finalists

April 5, 2013

Staff — HispanicBusiness.com

While high-ranking female executives from social media companies seem to be getting all the press, the nine finalists for the 2013 HispanicBusiness Woman of the Year have been quietly and successfully leading their companies.

Often these executives founded their own companies, taking the seed of an idea and with hard work growing it into a business that generates millions in revenues and employs hundreds, if not thousands, of people. They are just as qualified as the executives who oversee major public companies, they just don't have a team of publicists.

Selecting the Woman of the Year is always a difficult task because there are many well-qualified entrepreneurs, but this group has risen above the field. This year, HispanicBusiness editorial staff decided to feature small-business entrepreneurs. We are confident you’ll be reading a lot more about these finalists in the years to come.

Veronica Moreno
Veronica Moreno
Ole Mexican Foods
Norcross, GA

The story of Veronica Moreno, CEO of Olé Mexican Foods, reads like a tale of the American dream realized. Her drive and her devotion to quality have propelled Olé to a level of success few could hope for. From a humble start as a street-corner tortilla vendor, Ms. Moreno has grown her company into one of the largest tortilla manufacturers in the U.S. In 2011, the company had 750 employees and revenues of $219 million.

Ole got its start in 1988 when Ms. Moreno, a native of Mexico, saw demand in the Atlanta area for authentic Mexican-style tortillas. Although Ms. Moreno didn’t know how to manufacture, market or distribute tortillas, she felt she could use the skills she’d learned from her mother and grandmother to meet that demand.

"I learned as I went along, and there were some very tough lessons along the way," she says. "We bought a plant with some simple equipment and a small client list and I just figured it out as we got orders."

After three years in business, Olé launched a successful line of flour tortillas, followed by the Xtreme Wellness line dreamed up by her husband, Eduardo. Her family members played an important part in launching Olé, and continue to fill critical roles in the company.

Rosa Santana
Rosa Santana
Founder & CEO
Integrated Human Capital
El Paso, TX

Rosa Santana, founder and CEO, is responsible for direct sales and operations of Integrated Human Capital and its affiliated companies, and for expanding its service capabilities across the U.S. and Mexico. She founded the company in 2002. IHC had $27 million in revenues and 23 employees in 2011.

Previously, she was a senior vice president for Westaff Inc., directing operations of 30 branches in Texas, Arizona, New Mexico and Nevada. She was also a vice president and director for Kelly Services Inc. in El Paso.

She is a graduate of the Growing the Minority Business to Scale and Building a High Performance Minority Business programs at the Tuck School of Business at Dartmouth College, and graduated from the Kellogg School of Business at Northwestern University in 2005.

Her civic engagements include service with the Greater Chamber of San Antonio Economic Development Council, the El Paso Women's Advisory Board and the Workforce Solutions Alamo Board in San Antonio.

Integrated Human Capital has been on the HispanicBusiness 500 index since 2007. It ranked at No. 177 in 2012, with revenues of $27 million in the year prior.

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Source: HispanicBusiness.com (c) 2013. All rights reserved.

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