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The Visionary Journey of Maria Gonzalez, Founder and CEO of Adelante Community Development—Championing Spanish-Speaking Entrepreneurs in Colorado through Resilience, Health Equity, and Economic Justice
As we celebrate Hispanic Heritage Month, GlobalMindED encourages our readers to explore the inspiring stories of Hispanic men and women. Join us in honoring their achievements and contributions by sharing their stories and supporting initiatives that promote inclusivity and diversity.
Meet Maria Gonzalez. Maria Gonzalez is a visionary committed to pioneering the Spanish-speaking entrepreneurs’ ecosystem in Colorado. Founder and CEO of Adelante Community Development (Adelante), Maria has been a force behind Colorado's Latino community, promoting economic mobility, health and wellbeing, and digital equity through Adelante’s culturally appropriate services.
Maria is best known for her participation in various boards and councils, Maria's dedication extends to serving in governmental advisory roles and leading community organizations focused on health equity, economic justice, and social change and playing a pivotal role in the COVID-19 pandemic. Her efforts have earned her numerous accolades.
Adelante is a non-profit dedicated to fostering the growth and pioneering the development of the Spanish-speaking Latino entrepreneurs’ ecosystem in Colorado.
What's your personal story?
My journey has been fueled by my passion for empowering Colorado’s Spanish-speaking entrepreneurs. As a proud immigrant and entrepreneur, my experiences navigating the challenges of both worlds inspired me to build something that could change lives. Through Adelante, I have dedicated myself to creating pathways to economic mobility, health equity, and digital inclusion for Latino communities in Colorado, and this is my story.
My journey with Adelante began in 2008, during one of the most challenging periods of my life. The economic recession hit hard, and as a single mother and business owner, I experienced monumental resource gaps, particularly for Spanish-speaking entrepreneurs like me. It became clear that if I were facing these challenges, countless others would be struggling as well. I saw the need for a platform that could provide economic mobility, business opportunities, and leadership development tailored to the unique needs of the Latino community.
In 2014, I founded Adelante Community Development to help address these challenges. My vision was to construct an inclusive, culturally relevant, and technologically advanced landscape for Latino entrepreneurs—one that would equip them with the tools and support to succeed in the United States.
The COVID-19 pandemic changed everything. When the pandemic hit, it disproportionately affected Latino communities, both in terms of health and economic impact. I knew that Adelante had to pivot quickly to respond to the crisis. As an organization, we secured a seat at the table to advocate for our community, and we made it our mission to provide critical support to those hit hardest.
I am proud to say that Adelante was able to vaccinate over 16,000 Latinos, schedule 8,000 COVID tests, and distribute over 60,000 home test kits. In addition, I was able to find funding to provide over $3 million in cash assistance to undocumented Latinos who were ineligible for federal relief. This was one of the proudest accomplishments of my life because I knew it was making a direct impact on the most vulnerable members of our community.
Moreover, during this time, I secured $3.7 million in additional funding to expand our organization’s staff and services, which allowed us to respond to the pandemic and lay the groundwork for sustainable growth in supporting Latino entrepreneurs.
One of my most outstanding achievements was organizing the first-ever Latina Convention in Colorado, where we brought together over 500 Spanish-speaking Latinas for a day of empowerment, learning, and networking. I knew this event would make a difference by providing a space for Latina women to connect, grow, and access the required resources to thrive as entrepreneurs. We hosted breakout sessions, shared resources, and featured an unforgettable interview with renowned Chef Dana Rodriguez from Casa Bonita.
The highlight of this event was securing a proclamation for Latina Day, not just in Adams County but at the state level as well. Governor Jared Polis recognized Latina Day, and it was an important step in celebrating the vital contributions Latinas make to Colorado's economy and culture.
I have always believed leadership is about serving others and ensuring that no one is left behind. I am fortunate to serve on several boards, including the Minority Business Office, Colorado Latino Leadership Advocacy and Research Organization (CLLARO), Rocky Mountain Partnerships, and Community Enterprise Development Services (CEDS). I also play an active role in governmental advisory committees such as the Office of New Americans, where I have the privilege of advocating for policies that help immigrants and Latino entrepreneurs succeed.
What drives me every day is knowing that the work I do with Adelante has a lasting impact. My passion for social and economic justice comes from my experiences as an immigrant and business owner and seeing how the Latino community continues to face systemic barriers that keep us from realizing our full potential.
At Adelante, our mission is to break down those barriers by providing the resources, training, and support that Latino entrepreneurs need to thrive. We know that economic mobility and health equity are interconnected, which is why we focus not only on business development but also on ensuring access to health services, especially during times of crisis like the COVID-19 pandemic.
I am deeply committed to expanding Adelante’s reach and impact as I continue my journey. My goal is to foster a lasting legacy of economic opportunity for Spanish-speaking entrepreneurs in Colorado. I want Adelante to be known as a place where people come to not only grow their businesses but also to feel empowered and supported.
Reflecting on this journey, I always go back to why I started: to create a platform that would allow Latinos to survive and thrive. We have come so far, and I know the best is yet to come. Together, we are building a future where no one is left behind, which drives me to keep pushing forward.
What key moments in your life led you to where you are today?
1. Becoming an Immigrant and Experiencing the Struggles of Starting Over
Coming to the United States as an immigrant was one of the most defining moments of my life. It exposed me to the unique challenges of navigating a new country, culture, and system. As an immigrant, I experienced firsthand the language barriers, lack of resources, and economic hardships that many in the Latino community face. This personal struggle sparked my passion to create opportunities for others in similar situations, ensuring that they had the support and tools I lacked when starting over.
2. Becoming a Single Mother
Raising a family as a single mother was another pivotal moment. It forced me to confront the economic challenges head-on and find ways to provide for my family while pursuing my goals. The perseverance required during that time helped me realize the gaps in services and opportunities for Spanish-speaking women, especially single mothers like me. It gave me a deep sense of empathy and fueled my determination to help other women find success and economic independence.
3. Launching My Own Insurance Brokerage
Running my own insurance brokerage was an important milestone because it was my first experience as a business owner. It opened my eyes to the complexities of entrepreneurship and the systemic barriers faced by Latino business owners, particularly in areas like compliance, financial literacy, and networking. While it was an empowering experience, I realized how much harder it was for Spanish-speaking entrepreneurs to succeed. This realization planted the seed for what would eventually become Adelante.
4. Navigating the 2008 Economic Recession
The 2008 economic recession hit hard. As a small business owner and mother, I experienced the devastation firsthand. It was a time of uncertainty, but it also made me acutely aware of the need for an organization that could offer critical support to Latino entrepreneurs during tough times. This led to the early concept of Adelante—a nonprofit that would fill the gaps in resources and offer mentorship, leadership, and technical assistance to ensure that Latino entrepreneurs could weather economic storms and build sustainable businesses.
5. The Birth of Adelante Community Development (2014)
In 2014, I took a leap of faith and founded Adelante Community Development. This was a culmination of everything I had experienced up to that point. I knew there was a need for an organization that could offer culturally appropriate business development services for Spanish-speaking entrepreneurs. Starting Adelante was my way of making sure no one else had to struggle the way I did. This moment marked the beginning of my long-term mission to create an ecosystem that supports the success and well-being of Latino entrepreneurs.
6. The COVID-19 Pandemic
The COVID-19 pandemic was a turning point for both my personal journey and Adelante. When the pandemic struck, it disproportionately affected Latino communities, both in terms of health and economic impact. Seeing the devastation in our community pushed me to act. Pivoting Adelante to focus on health equity during the pandemic was one of the proudest moments of my career. We were able to vaccinate over 16,000 Latinos, schedule over 8,000 COVID tests, and distribute more than 60,000 home test kits. Additionally, securing funding to provide $3 million in cash assistance to undocumented Latinos reinforced my belief that Adelante can—and should—be a pillar of support in times of crisis.
7. Latina Convention and the Proclamation of Latina Day
One of the most significant moments was organizing the first Latina Convention in Colorado, where over 500 Spanish-speaking Latinas gathered to connect, learn, and grow. The subsequent proclamation of Latina Day at both the county and state levels was a profound moment, as it highlighted the contributions of Latina women in our community. It felt like a recognition of all the hard work, passion, and dedication that had gone into creating Adelante and amplifying the voices of Latina entrepreneurs.
Where does your passion to serve come from?
My passion for serving comes from my own lived experiences and the challenges I faced as an immigrant, a single mother, and an entrepreneur. Growing up and starting over in a new country was not easy. I witnessed firsthand the systemic barriers that Spanish-speaking communities face—whether it is access to resources, opportunities, or simply being understood. These experiences left a deep mark on me and ignited a fire to make a difference for others who were facing similar struggles.
I come from a family that always prioritized community and mutual support. Even with limited resources, I saw my parents and family members consistently help others. That instilled in me a sense of duty to uplift those around me. It was not just about individual success; it was about how we could thrive together as a community. That sense of collective responsibility never left me.
When I immigrated to the U.S., the reality was harsher than I expected. The language barrier, cultural differences, and lack of support systems were overwhelming. As a young mother trying to provide for my children, I quickly realized how disconnected and underrepresented the Latino community was. The resources available to us were limited, and there was a constant uphill battle to find opportunities. Going through that struggle gave me deep empathy for others experiencing the same challenges.
This phase of my life planted the seeds of my desire to create something that would ensure no one else had to face those barriers alone. I did not want anyone to feel isolated or unable to access resources because of language, cultural barriers, or lack of knowledge.
What drives me today is the Latino community's strength, resilience, and untapped potential. When I founded Adelante Community Development, it was because I wanted to give back to the community that has given me so much. I saw, and still see, a need to advocate for economic mobility, health access, and digital equity in ways that are culturally relevant and tailored to our community’s unique needs.
My passion for serving also stems from the belief that no one should be left behind. We all have dreams, and we all deserve the opportunity to pursue those dreams. I see it as my responsibility to provide pathways, resources, and encouragement so that others can realize their potential and rise above the challenges they face.
Through all my experiences—whether it was navigating the U.S. as an immigrant, running a business, or raising a family—I have learned that success is most meaningful when it is shared. Serving my community is not just a job; it is a calling. I am driven by the belief that I can make a tangible difference in the lives of those who need it most.
Ultimately, my passion to serve comes from knowing that together, we can build stronger, more empowered communities. Seeing people—especially Spanish-speaking entrepreneurs—overcome barriers, grow their businesses, and achieve success is what keeps me going. I believe in the power of opportunity, and my mission is to ensure that everyone in the Latino community has access to it. That is what inspires me to serve each and every day.
How can GlobalMindED help you reach your goals?
GlobalMindED can help me reach my goals by expanding my network, providing access to knowledge and resources, supporting leadership development, enhancing advocacy efforts, facilitating funding opportunities, and increasing the visibility of Adelante Community Development. With its support, I can continue to build on our mission of empowering Latino entrepreneurs and advancing economic and health equity.
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