Mexican Immigrant Builds Business in Indiana
Juan Cervera spent his childhood farming corn, beans, and tomatillos with his father, but he wanted more. So at 15, he and his brothers migrated from Guanajuato, Mexico, to Chicago, Illinois. “I came for the American dream,” he recalls. “And to have economic opportunities.”
Over the next 10 years, Juan worked in candy factories, in construction and as a mechanic. After marrying a fellow Mexican immigrant named Rosalina, he moved with her to South Bend. They realized their money could go further in a smaller city—and that South Bend had few businesses catering to the city’s growing Hispanic community. In 2002, they opened an ice cream shop called Paleteria y Nevería La Rosita. “There wasn’t much competition,” Juan reflects. “There just weren’t any places like this in South Bend.”
The business was a labor and a love. “Everything about starting a business is difficult,” Juan recalled. “The hours we invested, the time it took.” The couple was still struggling to learn English and didn’t know if the city offered resources to help immigrant entrepreneurs. So they drew from the practical business acumen they’d acquired over years of working in different industries, from construction to candy making to car repair.
La Rosita’s menu boasts 32 flavors, including traditional offerings from Mexico and Latin America, like rompope, which is similar to eggnog, and mamey, a popular Latin American fruit. The shop also offers Mexican frozen drinks like diablitos as well as shaved ice, Mexican corn, sandwiches, and fruit bowls. Their paletas, or popsicles, are sold locally by a variety of gas stations and grocery stores. They also have a catering business.
Juan says his clientele has grown far beyond the Spanish-speaking population. “I love South Bend,” he says. “It’s tranquil, calm, and welcoming. Over the last 20 years, the city infrastructure has grown and many more businesses are opening. It’s a welcoming place for immigrants since there’s work here.”
Juan has very much achieved his American Dream. Both his kids are college graduates; one works in marketing and one is a medical engineer. His business now employs 10 people, and has hundreds of positive reviews online. “Best thing I’ve ever had in this town,” one happy customer noted on Instagram.