Driven, The Cascade Effect of Agua Bonita Migrant Farmworkers Drive Agua Bonita’s Brand Outreach.

i decided to create something that is reflective of my culture, my family and my granpa's teachings.

the body needs rest and pause

That cascade effect, of course, begins with the migrant farmworkers who work the fields to pick the fruits used in the Agua Bonita brand. Agua Bonita is a healthier drink option inspired by traditional Mexican flavors, including watermelon chile, pineapple cucumber, mango habanero, sweet melon and hibiscus. These flavors could only be delivered by farmworkers like Blanca Arroyo and Silvia Morales, who helped create a direct link from the fields to Agua Bonita.

I couldn’t continue to burn out and be another woman in my family who takes care of everybody and doesn’t take care of herself.

OF ALL LATINE BRANDS CARRIED AT TARGET,

THIS IS HOW ONE OF THEM IS DRIVING CHANGE.

In the agricultural hub that is the Central California Valley, stories are being created from the deep history of the migrant farmworker. You may not realize it, but even when you walk down the aisle of your local grocery store, many of the brands you add to your cart and take home with you to prepare meals for your family are there because of farmworkers. Kayla Castañeda feels those connections more than most. She considers her family’s roots as migrant farmworkers as the driving force behind everything she has achieved in her life – both professionally and personally. As the CEO and founder of Agua Bonita, a traditional aguas frescas brand, Castañeda is

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Agua Bonita CEO + Founder

Ramirez-Fulton’s story is a perfect way to kick off a video series collaboration between Remezcla and Target that showcases how some of the Latine-owned brands at Target are making a difference in the lives of young BIPOC women – Driven: From a Chillhouse to a Peaceful Mind being the first of two episodes. Target carries Latine-owned brands found on their platform.

“We care deeply about taking care of yourself, not only from a physical standpoint, but also your mental health,” Ramirez-Fulton said.

we've carried on the tradition of taking real fruit from the fields and creating a delicious drink.

For Castañeda, Agua Bonita was founded on the principle that food should never be wasted. That value was instilled in her at a young age when her grandfather would work the fields in California. The Castañeda family migrated from Mexico to the United States in the 1940s. Castañeda would see him bring home imperfect albeit perfectly edible produce that would be cast to the side because it was not “pretty” enough to go on grocery store shelves. About 30% of all produce in the U.S. goes straight to waste, annually, and Agua Bonita works to negate that through upcycling produce.

Ramirez-Fulton started Chillhouse as a way to combat the stresses of daily life. It’s no secret that most people equate beauty spas with relaxation. Today, the company provides a growing collection of formulated products that focus on helping people develop self-care rituals and beauty regiments in the comfort of their own homes. Beauty, however, isn’t Chillhouse’s only focus.

“My grandpa would bring us home super ripe fruit from the fields that he couldn’t just stand to let go to waste,” Castañeda said. “I decided to create something that is reflective of my culture, my family, and my grandpa’s teachings. I saw the dedication and pride in his work, no matter what he was doing.” Castañeda remembers those memories fondly. They have shaped her perspective on migrant farmworkers and how she considers them the backbone of the entire food system in the United States. Castañeda understands that without farmworkers, food would not get to consumers. “We’ve carried on the tradition of taking real fruit from the fields and creating a delicious drink to share with everyone, from our home to your hands,” she said. “Target has done a great job in elevating our brand and elevating our stories.”

“I grew up watching my mother work in a spa to owning three of her own,” she said. “My mother has more grit than anyone I’ve ever met in my life.”

The Cascade Effect of Agua Bonita

sharing her family’s history and the inspiration behind her company and how she is using her success to help her Latine community. Castañeda’s story, Driven: The Cascade Effect of Agua Bonita, is the next chapter in a video series collaboration between Remezcla and Target that showcases how some of the Latine-owned brands at Target are making a difference in the lives of young BIPOC women. Target carries Latine-owned brands found on their Más Que platform.

Along with elevating their own story, Agua Bonita is helping others share their stories too. A portion of the price of every purchase of an Agua Bonita product goes toward supporting migrant farmworkers through nonprofit organizations like Justice for Migrant Women. The nonprofit protects and advances migrant women’s rights through education, public awareness and advocacy and helps ensure that all migrant women are guaranteed human and civil rights. “We also work on narrative change to make sure the stories are being told about migrant women and their families are stories that are authentic and accurate,” said Mónica Ramírez, the founder and president of Justice for Migrant Women. “We strongly believe that we don’t give migrant women power. They have power, and we help clear the way so they can use [it].” Ramírez said support from companies like Agua Bonita is essential for organizations like hers, not only because they offer financial support but because they also lend their platforms to give visibility to the work they are doing and to the communities they serve. “That is a perfect example of what it means to see the cascade effect in action,” she said.

Justice for Migrant Women& The Humans Who Feed Us

Founder and president

We strongly believe that we don't give migrant women power. they have power and we help clear the way so they can use [it].

Farmworker

Through Agua Bonita, Castañeda wants to see migrant farmworkers get the recognition they deserve for their dependable work.

That cascade effect begins with the migrant farmworkers.

I have dreams for my family and my community, but we never forget where we come from – our roots, our customs.

“I have dreams for my family and my community, but we never forget where we come from – our roots, our customs,” Arroyo said. “To be a part of the community of humans who feed this country makes me feel proud because now I’m really following the steps … of my family [who] have worked in this country for many years.” Morales adds: “I have learned a lot, and I like to share it with my colleagues, so that they know that there’s support … for immigrants, so they also know their worth.”

Through Agua Bonita, Castañeda wants to see migrant farmworkers get the recognition they deserve for their dependable work. “Part of the work I want to do is to make sure that we shine a spotlight on the folks who make valuable contributions to our society, but who are being overlooked,” she said. “By putting that responsibility in our hands, we can bring that to the forefront more often.”

I have dreams for my family and my community.