First–Gen Family Founded

Midcity Mercado began as a passion project by siblings Jasmine and Giovanny Maldonado, rooted in their family’s four-decade legacy in West Adams. Raised by their mother Maria — a single immigrant entrepreneur who built Mariscos Maria’s from a lunch truck into a neighborhood staple — the siblings grew up witnessing firsthand the power of small business to create opportunity.

Building on that foundation, Jasmine launched Persona the Shop, a curated retail space spotlighting independent designers and community-driven brands. What began as pop-ups and gatherings in the parking lot between Mariscos Maria’s and Persona soon evolved into Midcity Mercado — a flourishing monthly marketplace hosting 30+ POC-owned businesses.

Midcity Mercado.

A growing marketplace, now home to 30+ POC-owned businesses Monthly — and a platform for culture, creativity, and connection.

Today, Midcity Mercado has grown into a scaling nonprofit platform developing initiatives that support under-resourced, first-generation, and POC entrepreneurs, artists, and aspiring professionals across Los Angeles.

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Our Mission

Midcity Mercado cultivates economic opportunity through cultural enrichment and entrepreneurship. Rooted in preservation, we uplift traditions, creativity, and lived experiences—ensuring heritage and identity remain central to collective growth and long-term community stability.

Mission Pillars

Events – Economic Justice

Supporting small businesses and entrepreneurs through monthly markets and community events.

SONIDOS – Cultural Preservation

A live music series spotlighting emerging Latin artists and celebrating cultural identity.

The Media Team – Creative Pathways

Training and empowering first-generation creatives to document and tell community stories.

Our Supporters

A network of organizations advancing equity, culture, and community.

Economic Equity

Cultural Preservation & Representation

Cultural Enrichment

Community Unity & Empowerment