Rudy Beserra Leveraging Latino Relationships

Rudy Beserra

According to the Hispanic Heritage Foundation, Beserra was also instrumental in the formation of the National Hispanic Task Force, which led to the awards and ultimately to Reagan’s official recognition of Hispanic Heritage Month in 1988.

“Through my involvement and key individuals that I brought together, we came up with the idea for the Hispanic Heritage Awards and to this day that legacy still stands. I was honored that the NFL recognized the fact that I helped start that and it still goes on today,” he says modestly.

 

 

 

 

Giving Credit

 

Beserra gives much of the credit for his career path and education to his brother, Frank, who he describes as his greatest mentor. With obvious pride in his voice, he explains that Frank is a retired chief of staff in the U.S. Department of Energy.

“He always believed in me,” Beserra explains. “He was the one responsible for me going to college. After high school I wanted to go into the military and he said, ‘You know what? You’ve got more potential than that. You could always go into the military but you’ve got to get a college education because that’s what’s key.’ ”

Following his brother’s advice was also a major reason he travelled to Washington, D.C. “I’ve been lucky to have a big brother to look after me,” he adds.

Beserra also learned from his grandfather’s work ethic. Despite the fact that he didn’t speak English, the elder Beserra owned his own grocery store in Albuquerque for 60 years, including during the Great Depression. “He provided for the communities,” Beserra says. “They said if he spoke English he probably would have been mayor. The guy was an incredible leader.”

Giving back is something he believes strongly in. He says he keeps an open phone line to those within the Coca-Cola organization who need advice and to other Latinos in business. It is on others’ shoulders that people get ahead, according to him. “We can’t forget people that sacrificed in ways we can’t even begin to thank them. Look at my grandfather, my father, my brother and leaders that I’ve had the pleasure of working with and Latino role models and trendsetters. If it weren’t for them I wouldn’t have the position I have today,” he explains.

 

 

 

 

 

 

 

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