An Idaho Falls business owner is putting a $20,000 national grant to work creating a new platform for the region’s growing Hispanic business community, with a podcast set to debut later this month.
Maria Alvarez, CEO of Conectate, was among 505 small business owners across the country selected for a grant through the American Express Shop Small Grants program, which distributed $10 million in total awards this cycle. Ten Idaho businesses earned a spot on that list — and Alvarez plans to use her share to amplify voices that often go unheard in mainstream business coverage.
A Podcast Built for Idaho’s Hispanic Entrepreneurs
The grant will fund a new podcast called La Voz que Conecta — Spanish for “the voice that connects” — focused on stories of Hispanic and Latino entrepreneurs in the local community. Episodes will drop twice a month and will be available on Spotify, YouTube, Apple Podcasts, and other major platforms. The first episode is scheduled for release before the end of June 2026.
Alvarez said the project is rooted in a longstanding goal of making information accessible to Idaho’s Hispanic community in a meaningful way. “We pride ourselves on being able to bring accurate information to the Hispanic community, where it is accessible to them,” she said. Her broader aim for the podcast, she added, is straightforward: “The biggest thing with the podcast is to give the Hispanic community a platform where their voice can be heard and shared.”
Conectate was founded in 2021 as a consulting and marketing company. Despite its relatively young age, the firm has already built a notable client list, including Idaho Falls Community Hospital, Mountain View Hospital, BBSI, Idaho National Laboratory, and the College of Eastern Idaho — institutions that represent a cross-section of East Idaho’s healthcare, industry, and education sectors.
Hispanic Business Growth in Idaho Is Outpacing the National Conversation
The podcast arrives at a time when Idaho’s Hispanic business community is expanding rapidly. According to figures cited alongside the grant announcement, Latino and Hispanic entrepreneurs now own roughly 12 percent of Idaho’s businesses, with that segment growing at an annual rate of about 7 percent. The state’s Hispanic population, which makes up 13 percent of Idaho’s total residents, has grown by 11 percent over the past five years alone.
Those numbers point to a demographic and economic shift that many East Idaho institutions have already recognized — and that Conectate has helped navigate through its consulting work. The firm’s experience bridging cultural and language gaps for major regional employers positions it well to serve as a connector for smaller business owners who may lack the same resources or visibility.
The American Express Shop Small Grants program is designed specifically to support small businesses that are making a meaningful impact in their communities. Being selected from a national pool of applicants — with only 505 winners out of what is typically a competitive field — is a recognition of Conectate’s track record and the strength of the podcast concept.
Getting Involved
Alvarez is actively seeking Hispanic and Latino business owners in the Idaho Falls area who want to share their stories on La Voz que Conecta. Entrepreneurs interested in being featured or learning more about the podcast can reach Conectate directly at mari@conectate-id.com.
The launch of the podcast reflects a broader trend of Idaho’s minority-owned business community stepping into the spotlight — and seeking the tools and platforms to tell their own stories on their own terms. For East Idaho, where institutions like Idaho National Laboratory and the College of Eastern Idaho are already partnering with firms like Conectate, the timing aligns with a region that is diversifying both economically and culturally.
What Comes Next
The first episode of La Voz que Conecta is expected to publish in the final days of June 2026, with new episodes following on a bimonthly schedule. Residents and business owners across Bonneville County can follow along on Spotify, YouTube, and Apple Podcasts once the series launches. For statewide business and economic news from across Idaho, visit Idaho News Network.