Small Business Spotlight
February 2024
Empowering Communities: Leeja Carter, Ph.D,
A Journey from Grassroots to Nonprofit Leadership

In the heart of Hudson County, a dedicated and visionary leader and Fulbright Scholar, Leeja Carter, Ph.D, spearheads a transformative mission to bridge the gap between food insecurity, nutritional equity, and overall well-being. Her nonprofit, the Coalition for Food and Health Equity (CFHE), embodies the power of partnership, bringing food entrepreneurs, for-profit organizations, and government agencies together to create systemic change. Dr. Carter’s work, as she describes it, “carries a touch of magic that’s turning the tide in the fight against food insecurity and building resilient, healthy communities.”

Ujamaa Café TM is a practice of community care and economics through supporting neighborhood revitalization at the intersection of health and food equity.

From Grassroots to Nonprofit in the Face of COVID 

Dr. Carter’s journey to the Coalition for Food and Health Equity began in 2012 as a researcher in Chicago and then Brooklyn; her work included a Fulbright fellowship to London.  This scholarly path was the foundation that prepared Dr. Carter, along with 13 of her students and Jersey City residents, to co-create a grassroots project known as the Hudson County Hunger Project (HCHP) in response to the challenges posed by restaurant closures and the increasing prevalence of food insecurity at the onset of the pandemic in March of 2020. In leading HCHP, Dr. Carter secured funding to keep restaurant doors open and began delivering meals to those in need. The immediate impact on the struggling restaurant industry and underserved areas was evident. However, long-term, sustainable solutions post-COVID that addressed resilient, healthy communities were unavailable through the current HCHP model for hunger relief. Pulling from her decades-long background in community and applied health research, she developed the Coalition for Food and Health Equity in December 2020. Dr. Carter’s vision was clear: disrupt the systemic and structural inequalities in the food and health system to build resilient, healthy communities as a nonprofit.

Innovative Programs in Action

Ujamaa Café™ are cashless, de-surveilled food access points and locations that cater to the diverse needs of its patrons and the surrounding community.

At the Coalition for Food and Health Equity, transformative concepts come to life through innovative, technology-integrated yet practical, on-the-ground initiatives. HCHP delivers culturally and medically tailored meals to clients’ doorsteps. Ujamaa CaféTM is ‘smart’ community refrigerators deployed in food desert locations across New Jersey and Philadelphia to combat food insecurity and increase access to healthy meal options, all sourced from local businesses. The first Ujamaa CaféTM was launched in the county at the Hudson Pride Center, with a second fridge at the Kismet of Kings in Jersey City. The Eating Better Together program addresses the importance of nutritional health and oral hygiene in children. Darice Toon, Director, Hudson County Department of Health and Human Services shared, “Dr. Carter’s impactful work and the success of these programs are great examples of how Hudson County’s Department of Health and Human Services collaborates with residents and businesses to tackle some of our community’s biggest challenges. We remain committed to supporting the health, well-being, and overall quality of life here by providing an array of inclusive and accessible services, education, and resources with dignity, compassion, and respect. As we look to the future, we see great opportunities to continue this important work with various local, state, federal, and private agencies.”

HCHP is a community meal program supporting local restaurants and food-insecure residents in Hudson County.

Community Engagement and Partnerships

CFHE’s programs provide a synergistic foundation for the community’s quality of life. Ilir Mani, owner of Cafe Peanut and CFHE Restaurant Affiliate, shared, “We’ve been working alongside Dr. Carter since 2020. For small business owners like me, these critical programs were a huge help in our efforts to survive the pandemic,” he continued, “more than just keeping our doors open – It served our community in profound and lasting ways.”

Unique Approach and Inclusivity

“What sets the Coalition for Food and Health Equity apart is our focus on providing long-term access to healthful nutrition through a model of care and dignity,” shared Dr. Carter. Coalition for Food and Health Equity partnered with the Hudson Pride Center, ensuring that everyone, regardless of their background or identity, can access food in affirming, safe, and culturally inclusive spaces. “For 30 years, Hudson Pride Center has battled food insecurity in the LGBTQ+ community. Our partnership with the Coalition for Food and Health Equity brings crucial awareness and resources. Clients express genuine gratitude for the chance to enjoy a nourishing meal in a safe environment. We’re committed to creating healthier living experiences in Hudson County, driven by visionary leaders uniting for resilient communities,” stated Elizabeth Schedl, Executive Director, Hudson Pride Center.

Building Healthier Communities – The Future of Hudson County

Dr. Leeja Carter and the Coalition for Food and Health Equity represent transformational progress in Hudson County and embody the can-do, collaborative approach that drives New Jersey’s fastest-growing county forward. These innovative strategies, unwavering commitment to health equity, and dedicated partnerships address the critical issue of food insecurity today and build a resilient, healthier, and more equitable future for residents and businesses in Hudson County. “At Hudson County Economic Development Corporation, we know it is important to leave no one behind in the goal to achieve a thriving Hudson County economy.  We, therefore, set out, with intentionality, to engage our nonprofit entrepreneurs, providing guidance, support, and encouragement to address the impediments that prevent our residents from full participation in the Hudson County economy,” said Michelle Richardson, Executive Director of the Hudson County Economic Development Corporation.  

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Cafe Peanut 
Hudson Pride Center
Hudson County Department of Health and Human Services

Download the February 2024 Business Spotlight at Coalition for Food and Health Equity

Small Business Spotlight
October 2023
Casa Cubana, A Family’s Journey

Located in the heart of Jersey City, Casa Cubana has become a cherished local business, a testament to a family’s entrepreneurial spirit and unwavering dedication to owning and operating a catering company for future generations. As a woman-owned Hispanic business, Mercedes Castex proudly works alongside her son, General Manager Gerardo, and daughter, Executive Chef & General Manager Diana Mastrodimos. Working together as a family, they ensure that every dish reflects Cuba’s authentic flavors and traditions. This vibrant takeout café and catering business celebrates not only the rich tapestry of Cuban cuisine but also the resilience and heritage of the family.

The roots of Casa Cubana trace back to the 1960s when Mercedes immigrated to the United States, settling in the bustling streets of Miami. Her husband, Rene Perez, no stranger to the restaurant industry, carried the family’s culinary traditions with him. Gerardo and Diana grew up immersed in a world of Cuban flavors, savoring authentic dishes daily. The techniques and stories passed down from their “abuela” through generations ignited the family’s culinary passion and inspired them to bring the authentic essence of Cuban cuisine to the forefront.

What was once a shared family dream became a reality five years ago when they opened their catering business and café in Jersey City. “When we began, we had experience in the kitchen but needed to learn how to make our vision an operational catering company/takeout café. We started with catering, serving large corporations in the area, and became really well-versed with managing large client accounts,” Gerardo shared. “When we decided to open the doors to our business, the choice of location was an easy one. Jersey City provides proximity to NYC and offers a vibrant, culturally diverse, and growing community.”

Despite the unexpected challenges posed by the pandemic, the family remained resolute in their commitment to their customers. Navigating the complexities of operating a business during the pandemic, Gerardo connected with community organizations online to find the resources needed to grow Casa Cubana.  By attending various networking events, he met Michelle Richardson. This initial conversation led him to discover a program that aligned with his goals: Hudson County Economic Development Corporation’s (HCEDC) partnership with Rutgers University, The Center for Urban Entrepreneurship & Economic Development’s (CUEED) Black and Latino Urban Entrepreneurship – Retail Acceleration Program (BLUE-RAP), a model of their award-winning Entrepreneurship Pioneers Initiative (EPI).

“At Rutgers, we strongly believe in delivering entrepreneurial education with award-winning programs in curriculum and business sustainability. As a leading academic institution, it is our responsibility to share available resources and knowledge with the community because that is what ultimately strengthens New Jersey,” stated Jasmine Cordero-West, Associate Director, Rutgers University, CUEED. The partnership with HCEDC started as a way to build capacity with businesses located in Hudson County. Together, the program evolved to provide retail and restaurant entrepreneurs with a roadmap to grow through management training, business and financial coaching, and training workshops. “At HCEDC, we focus on building sustainable businesses that can withstand global pandemics and recessions. It is our top priority to partner with the best programs in the state to meet entrepreneurs where they are and get them to the next step so that they can thrive,” shared Michelle Richardson, Executive Director of HCEDC.

When asked what advice Gerardo could offer other entrepreneurs, he shared, “Be ready to pivot. Stay updated and aware of everything going on in your community. Engage with professional organizations on social media, sign up for workshops, and educate yourself on all the available resources and offerings. These organizations are here to help achieve your goal.”

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Rutgers Center for Urban Entrepreneurship and Economic Development

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Small Business Spotlight
August 2023
The Little Boho Bookshop- Bayonne, New Jersey

For Sandra Dear, the founder of The Little Boho Bookshop, the path to realizing her dream was paved with dedication, community, and a deep-rooted passion for learning. Sandra’s dynamic career in the publishing industry spanned over 15 years and propelled her from the sunny shores of San Diego to the bustling streets of New York City. “I left the West Coast for an opportunity to work at the Penguin Group in Manhattan. I asked my realtor to find me a place to call home that was close to the water and quiet. I discovered Bayonne without knowing much about Hudson County,” Sandra recalls. She was immediately struck by the strong sense of community when settling in but noticed that something was missing. “It had always been my dream to open a bookstore to share my love of reading. It seemed like the right place and the right time.”

Nestled in the heart of Bayonne, between 4th and 5th Streets, The Little Boho Bookshop opened its doors on July 31st, 2017, and quickly became a space where everyone felt welcome and inspired. “It was Earth Day 2017 when I walked down 22nd street to Bergen Point to explore and learn more about the area,” Sandra continued, “I met the artist, Rebecca Graves, owner of rGraves&Company. She was familiar with the area and encouraged me to advance my vision by helping me find the space that I am now in.”

The unique sense of community that had been a driving force behind The Little Boho Bookshop’s success proved even more essential during the challenges posed by the pandemic. Local businesses joined forces to share resources and discover ways to support one another, along with the community at large. Amidst the challenges, Sandra also found support from Michelle Richardson, who, at first, was a customer and eventually became a guiding force. “She makes the point for all business owners to know what programs are available, if you have any questions, whom to contact, and if we don’t necessarily need the services HCEDC offers at the moment, that they are still accessible. She helped me in the sense of knowing there is always support and that we’re not alone as entrepreneurs,” Sandra explained.

The Little Boho Bookshop has evolved to become more than just a bookstore; it’s now a movement for fostering childhood education in communities throughout Hudson County. “HCEDC and our partners are committed to supporting entrepreneurs and small businesses at every step of their journey with access to capital, education, training, and information. The vibrancy these individuals bring to our municipalities continues to drive growth and build strength. The Little Boho Bookshop is a great example of the kinds of establishments that are helping to fuel the future of Hudson County,” Michelle Richardson, Executive Director, HCEDC.

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rGraves&Company

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