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01

Cover Story
HISPANIC MARKETING TOMORROW
See the future of Hispanic marketing through the eyes of Zubi Advertising’s Joe Zubizarreta.
By Mindy Charski
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02 Success & Motivation
REACHING US
Three corporations, and one U.S. state, fine-tuned their marketing strategies to tap the Hispanic market.
By Mindy Charski
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03

Hispanic Commerce
Taking center stage
A tight legislative agenda for 2007 was presented at this year’s USHCC Legislative Conference in Washington, D.C.
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04

Success & Motivation
WHEN BUSINESS GETS TASTY
Edwin Rodriguez’s plantain peeler and Pratt Morales’ bread sculptures are two big winners in the highly competitive food market.
By Sharon McDonnell
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05

Franchising
TIME ON YOUR SIDE
When it comes to doing due diligence, a prospective and savvy franchisee should never be in a rush.
By C. Everett Wallace and Rob Bond
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06

Politics & Government
MAXING OUT THE MINIMUM
When Congress quietly raised the minimum wage, it ducked a necessary debate on the issue, says Ruben Navarrette, Jr.
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Hispanic Business Agenda Takes Center Stage on Capitol Hill


By Michael L. Barrera,
USHCC President & CEO

Hispanic businesses continue to garner unprecedented recognition in the nation’s capital. Our 17th annual Legislative Conference was certainly proof of our growing prominence in the political and economic framework of this great nation. Hundreds of attendees participated in this annual legislative event, which included some of the country’s leading political figures, most noticeably President George W. Bush who praised the hard work, dedication and entrepreneurial spirit of our growing business community.
Joining Bush were Sens. Mel Martinez, John Kerry, Robert Menendez, Ken Salazar, as well as Reps. Charles Rangel, chair of the House Ways and Means committee, Silvestre Reyes, chairman of the House Intelligence Committee, Luis Gutierrez, Congressional Hispanic Caucus board member, Joe Baca, Congressional Hispanic Caucus chair, Luis Fortuño, Congressional Hispanic Conference co-chair, as well as Reps. Xavier Becerra, Henry Cuellar, Labor Secretary Elaine Chao, Education Secretary Michael Leavitt and numerous other notables who addressed the valuable contributions Hispanics are making in every facet of society.
Bush used this opportunity to kick off a major trip to Latin America in which he unveiled a major economic program aimed at strengthening the economies of Central, South America and the Caribbean. The president also addressed the progress of trade negotiations with a number of Latin American nations, as well as reiterated his commitment to enacting comprehensive, realistic immigration legislation that helps the U.S. economy and protects its national interests.
As always, the much-awaited release of our legislative agenda for the year remains the focal point of our Legislative Conference. This year’s legislative priorities include immigration reform and SBA reauthorization, as well as opposition to network neutrality and other key priorities that emphasize the diverse interests of Hispanic businesses.



Key points of the 2007 USHCC legislative agenda:

* Comprehensive Immigration Reform: We need legislation that will provide the nation with genuine immigration reform and that reflects a desire to balance national security with continued economic growth for our small businesses.
* SBA Reauthorization: The SBA provides small businesses the ability to continue to receive access to capital, assistance on federal government contracts and training. As such, long-term reauthorization of the SBA is an investment in U.S. small businesses.
* Telecommunications/Network Neutrality: The USHCC opposes provisions for what is known as “network neutrality,” because they hinder development of new and innovative products that would assist small businesses to grow in the digital age.
* Improved International Relations and Trade with Latin America: The USHCC encourages passage of pending free trade agreements with Peru, Colombia and Panama, as well as a long-term extension of the Andean Trade Preferences Act.
* Healthcare Reform for Small Businesses: The USHCC will continue to promote the issue of healthcare affordability and accessibility among small business employers.
* Employee Free Choice Act: The USHCC encourages lawmakers to take every effort to recognize the dangers and future risks this misnamed Free Choice Act would bring upon small business owners and their employees.
The unprecedented commitment of our board of directors, led by Chair David Lizarraga, our Vice Chair Massey Villarreal, as well as the hard work of our dedicated staff, invaluable participation of the conference attendees and the inspiring words of the leaders in attendance combined to show how large a role the USHCC, and the businesses we represent, play in the United States and in the growing global economy. As we grow, we continue to reach for greater heights—that is our pledge to our 2 million Hispanic-owned businesses and the more than 200 local chambers nationwide, in Mexico, Canada and Puerto Rico that are a part of the USHCC family.

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