10.18.24
How One Woman Is Creating a Cultural Hub in the Heart of Fort Wayne
Q & A with Johanna Barrera, Unity Market Founder and Entrepreneur
What do you do if you’re a vendor seeking events where you can sell your products on a consistent basis? If your name is Johanna Barrera, you create your own! Learn how this dynamic entrepreneur developed Unity Market in the heart of Fort Wayne.
Q: What is your business?
Unity Market is a place where entrepreneurs can sell their products on a consistent basis. But it’s also a place where families from all cultural backgrounds can come together, learn about each other’s cultures, and gather for great food and fun. People can find anything from Honduran food and Hispanic drinks to Guatemalan bread and all kinds of novelties.
It’s all about making a space where people can explore different types of food and experience a fun and safe shopping experience as a family. We’re located at 909 N. Coliseum at the Graber Roofing and Gutters parking lot with hours on Saturdays from 3:30 – 8:30 p.m. and Sundays from 1 – 6 p.m. And we’re on social media at Unity Market Fort Wayne.
Q: Where did you get the idea?
We are a vendor doing different vendor events, but we couldn’t find anything consistent. I told my mom, “I’ve been to LA, and there’s places like the LA night markets where they have events all the time. We should do something like that here where we can invite all the different cultures and create a diverse group where everyone can come and learn and enjoy.”
I’ve grown up in bigger cities in New York and Florida. I grew up in diversity and had all types of people in my life. When I came to Fort Wayne, people didn’t know different Hispanic food. I would love to see all the community come to a nice cultural hub and promote something healthy that we all can do, getting together and just having fun.
Q: What was it like to launch it?
First, I had to find a location. I wanted something visible that wasn’t way out north or south where people may not come. I was literally driving around looking at parking lots. I found a few locations, but they were either too small or they wanted too much money. That’s when I found a lot next to Graber Roofing and Gutters.
Next came the really scary part. How do we get vendors? And will people actually come? We had a lot of boots on the ground handing out flyers to all the area businesses and established a social media presence. Still, I was worried that we were all going to be there and nobody would come. That was the hardest part.
Q: What kind of success have you had so far?
We see growth every week. In about three weeks, we grew to 300 followers on social media, and our vendors are doubling and tripling their profits. I check on our vendors all the time, and they really appreciate that we’re doing this. One is a single mom who couldn’t do this on her own. I really think this is the right idea and needs to continue.
Q: How has your family/community supported you?
We are doing this as a family. My mom makes Guatemalan bread, and we make guate fresca drinks, which was my daughter’s idea. All my kids are helping, and we as a family, collectively, are helping to put this together. I love that it’s teaching them responsibility.
In the community, we have quite a few sponsors who have told us that they love this and want to make sure that it provides for the community to bring all of us together. Graber provides the space at a reasonable cost, an All State agent has provided financial support, and Tactical 87 provides security. El Gordito is a food vendor that is helping to grow the market. It’s really all hands on deck to make sure it’s successful.
Q: What challenges have you had to overcome?
One of the biggest challenges is getting people to come to the market. Getting people to know us and see the vendors that we have is our biggest challenge. I’ve offered free pumpkin painting, neon glow sticks, and fake tattoos for kids to help promote Unity Market as a family event. I want to make sure all of our vendors can make money for their families.
Q: What advice would you give to someone in your community who is considering becoming an entrepreneur?
Really hone in on the idea of what you’re trying to create. Look for several mentors. Talk to people who have done it, even if they’ve had failures. Having mentors helps you find your path and gives you a different lens to view your venture.
