Latino Entrepreneur of the Year - Chattanooga Startup Awards


From left to right: Angela Garcia (wife of winner Carlos Garcia), Carlos Garcia (2021 Latino Entrepreneur of the Year Winner), Stacy Johnson (La Paz Chattanooga Executive Director), Jocelyn Loza (2021 Latino Entrepreneur of the Year Nominee), Alex Loza (husband of nominee Jocelyn Loza)


For the 2021 Chattanooga Startup Awards, hosted annually during Startup Week by The Company Lab, La Paz Chattanooga was thrilled to highlight four Latino entrepreneurs who have made waves in the Chattanooga entrepreneurial ecosystem as well as our local Hispanic & Latino community. These nominees are trailblazers and true representatives of the hardworking Latino spirit, positively impacting our city and being inspiring examples of success.


The three nominated startups were: LogistiX, Inc., Hooplah Marketing Now, and Taquería Jalisco - ANIA.


La Paz was proud to present the award this year to Carlos Garcia with LogistiX, Inc.


Learn more about our fearless entrepreneurs below:



Carlos Garcia with LogistiX, Inc.

Being in love with entrepreneurship his whole life, Carlos founded The Green Squad in 2008 becoming a pioneer in the region for eco-friendly commercial cleaning practices. The Green Squad grew to become one of the largest commercial cleaning companies in the Chattanooga area.

In 2009 he founded his next start up - LicorUSA, which became one of the largest wholesalers of used and new wooden barrels in the world - with customers in 26 countries on 5 continents. Currently, Carlos is working on making his latest creation, LogistiX the most successful company in their field. LogistiX started in 2016 with 2 employees and it has grown to over 50 employees working in the USA and Canada. There are plans for expansion to Mexico, Brazil, Spain, and the United Kingdom.

When he is not working on his next start-up ideas or mentoring other local entrepreneurs, Carlos can be found spending time with his wife Angela and their three children Juanitta, Carlos Jr. and Sara.



Jocelyn Loza with Hoopla Marketing Now Jocelyn Loza helps overwhelmed entrepreneurs and businesses build profitable and strategic marketing plans so they can focus on the aspects of their business they love. She founded Hoopla Marketing Now in 2013 following years of working for marketing and advertising agencies. Jocelyn built the company into what it is today - regarded as the only multicultural agency in the Southeast offering premier full-service marketing and public relations services. In 2019 she was selected to be part of the Chattanooga Area Chamber of Commerce's prestigious leadership program, Leadership Chattanooga. Jocelyn currently serves on the advisory board of the City of Chattanooga Office of Multicultural Affairs as well as the board of directors at The Women's Fund, Board Connector, and the Chattanooga Public Library. She serves on the Gartner advisory committee, Big Brothers Big Sisters of Chattanooga Diversity & Inclusion committee and the WTCI community advisory board. Jocelyn Loza is also the founder of Latina Professionals of Chattanooga.



Jorge and Maria Parra of Taquería Jalisco - ANIA

As an entrepreneur and self-taught chef, Maria Parra has spent her entire career in the food industry. First in Mexico, where she owned her own restaurant, and now here in town. Taqueria Jalisco started in 2005 in a small red food truck on the Southside of Chattanooga. The Parras spent years building name recognition and popularity by operating their food truck at local markets and developing a catering business. In 2010, they used their experience to open a small restaurant. The Parra family expanded slowly over the years into what they have now. A successful and well-known business including a storefront at Miller Plaza in Chattanoogas city center and a full-service Tequila & Mezcal bar in Chattanoogas Southside where it all began.

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