A Taste of Home: The Story of Luz Hernandez and El Progreso Supermarket
In the heart of Atlanta, Georgia, lies El Progreso Supermarket, a small grocery store that has become a beacon of hope and familiarity for the city’s Latino community. Luz Hernandez, the store’s owner, has built a business that not only provides essential goods but also brings a sense of home to her customers. Hernandez’s journey began in 1996 when she crossed the U.S.-Mexico border at just 16 years old, fleeing the turmoil of her homeland, El Salvador. Over the years, she worked tirelessly to build a life for herself in the United States, becoming a U.S. citizen in 2012. Two years later, she opened her first grocery store, and by 2023, she had expanded to four locations across the Atlanta metropolitan area. Her success is a testament to her resilience and determination.
For Hernandez, El Progreso is more than just a business—it’s a way to connect with her roots and serve her community. The store is stocked with staples like milk, cheese, and other essentials that remind her and her customers of home. These products are not just items on a shelf; they are a bridge to the traditions and memories that many of her customers left behind when they immigrated to the United States. Hernandez understands this deeply because she, too, has experienced the longing for home. “The products we sell here,” she says, “they give my customers a taste of where they came from. It’s something I know they need, especially when they’re so far away.”
The Weight of Inflation: A Growing Challenge
While El Progreso Supermarket has been a lifeline for many, Hernandez is grappling with one of the most significant challenges her business has ever faced: rising food prices. Inflation has hit the country hard, and the cost of groceries has skyrocketed. Hernandez has seen firsthand how this has impacted her customers. “They used to come in with $100 and leave with bags full of food,” she explains. “Now, that same $100 doesn’t go nearly as far. They have to spend $300 just to get by.”
This shift has been devastating for many in the Latino community, who already face financial struggles. For Hernandez, it’s not just about the bottom line of her business—it’s about the well-being of her customers. She knows that many of them are working-class families who are barely making ends meet. “I see the struggle in their eyes when they check out,” she says. “They’re worried about how they’ll feed their families. I want to help, but I can only do so much.”
The Personal Stakes: Immigration and Economy
Hernandez’s concerns extend beyond the rising cost of groceries. As an immigrant herself, she is deeply aware of the challenges faced by her customers, many of whom are undocumented. She has seen firsthand the fear and uncertainty that comes with living in the shadows. “These are good people,” she says. “They work hard, they pay taxes, and they just want a better life for their families. But they’re always looking over their shoulders, worried about what might happen next.”
Hernandez’s personal experience has shaped her perspective on the issues of immigration and the economy. She voted for Donald Trump in the 2020 presidential election, primarily because of his focus on the economy. However, she acknowledges the complexity of the issues and the potential consequences of his policies. “The economy is important, but so is immigration,” she says. “As a business owner, I have to think about what will affect my customers the most. I want the economy to grow, but I also want my customers to feel safe and secure.”
A Delicate Balance: Business and Beliefs
Hernandez’s position on immigration is nuanced. More than half of her employees are undocumented, and she knows that any major crackdown on illegal immigration could have a devastating impact on her business. “If Donald Trump is going to fix the economy, I don’t think he can do it without my customers,” she says. “They are the backbone of this community. Without them, my stores wouldn’t survive.”
Despite her support for Trump’s economic policies, Hernandez is clear-eyed about the potential consequences of his immigration agenda. She understands that the mass deportation efforts he has vowed to enact could lead to the closure of her stores. “I can’t run this business without my employees,” she says. “And I can’t run it without my customers. It’s impossible.”
The Future in Question: Uncertainty and Hope
As the country continues to grapple with rising food prices and the ongoing debate over immigration, Hernandez is left to wonder what the future holds for her business and her community. She knows that she can’t control the broader economic trends or the policies that affect her customers and employees. But she is determined to keep moving forward, no matter what challenges lie ahead.
For Hernandez, the key to navigating these uncertain times is to stay focused on what she can control. She is committed to continuing to serve her customers, even as she advocates for policies that will help them thrive. “I want my customers to know that I’m here for them,” she says. “I’ll keep fighting for them, no matter what happens.”
As El Progreso Supermarket remains a vital part of the Atlanta community, Hernandez’s story serves as a reminder of the resilience and determination of immigrants who come to this country seeking a better life. While the road ahead may be uncertain, one thing is clear: Luz Hernandez will continue to be a voice for her community, both in her business and beyond.
