Rocio Andrade

Business Development Manager

Rocio joined El Pájaro CDC team in 2018 and she is excited to be part of a passionate team working towards supporting underserved entrepreneurs in the community. As the Business Development Manager, she assists aspiring and existing entrepreneurs to navigate and access the programs and services offered by El Pájaro CDC. She focuses on coordinating training for startups, conducts basic business counseling, and provides guidance with accessing capital. She also contributes to the development of new programs targeting the needs of entrepreneurs.

Before joining the El Pájaro CDC team, Rocio worked as the Business Development Manager for the Downtown Fresno Partnership, an organization working towards the revitalization of Fresno’s central business district. Rocio graduated from Fresno State with a Bachelor of Arts in Business Administration.

Rocio is originally from Jalisco, Mexico, and migrated with her family to Monterey County in the early 2000s. In her free time, she enjoys creating new memories with family and friends and exploring new places in the tri-county area.

Carmen Herrera-Mansir

Executive Director

Carmen Herrera-Mansir is the Executive Director of El Pájaro Community Development Corporation (El Pájaro CDC), under her leadership, El Pájaro CDC has become a leading practitioner of effective and innovative microenterprise development, transforming lives through entrepreneurship. The granddaughter of Bracero farmworkers and the daughter of a farmworker-turned-successful-entrepreneur, Herrera-Mansir has always been deeply drawn to creating opportunities for broader economic inclusion for underserved communities. Her family history provides her a unique perspective and an inspiration for El Pájaro CDC’s success. Under her leadership, El Pájaro CDC, has expanded its programs and services and now offers both space – its Commercial Kitchen Incubator and the Plaza Vigil Business Incubator – and comprehensive small business education and technical assistance program to successfully support a growing roster of local small businesses. The organization has made a real difference in our community. Along with her team, Carmen is currently working to develop a new Microlending Program. El Pájaro CDC serves 300 clients each year. El Pájaro CDC is also a general partner of Northgate Apartments and 84 low-income unit rental housing projects.

The organization’s latest program – the Commercial Kitchen Incubator – successfully capitalizes on the unique culture of the Pájaro Valley. The Commercial Kitchen Incubator empowers new and emerging businesses to access an affordable, shared commercial kitchen and its industrial kitchen equipment, network with other business owners, and access appropriate technical assistance including marketing, packaging, distribution, and capital. The Commercial Kitchen Incubator is the only program in the Central Coast region of California.

Ms. Herrera has a Law degree from Universidad Iberoamericana in Mexico and a Master’s Degree in International Policy (Governance and Development Specialization) from the Middlebury Institute of International Studies (formerly Monterey Institute of International Studies.) She earned a certificate in Economic Development Financing from the National Development Council in 2006.

Karla Ballesteros

Executive Assistant

Karla Ballesteros joined El Pájaro CDC team in 2023 as the Executive Assistant. She is excited to be part of a team dedicated to helping an underserved community with entrepreneurship opportunities. The Executive Assistant supports the Executive Director in fulfilling the agency’s goals and objectives by providing high-level administrative support for the ED, EPCDC managers, and the Board of Directors.

Before joining El Pájaro CDC team, Karla worked in the banking industry and customer service in retail. Her interest in continuous learning and growing professionally, she attended Cabrillo College and San Jose State University, where she graduated with a Bachelor of Science in Business Administration with a concentration in Marketing. She is glad to support the Corporation’s mission in fulfilling the goals and objectives of many in the community.

Karla enjoys spending time with the family and creating fun memories with her three daughters and husband. Specially, spending time on outdoor activities and eating by exploring different restaurants.

Cesario Ruiz

Kitchen Incubator Program Manager

Cesario Ruiz joined El Pájaro CDC’s in 2013 to manage the Food Business Incubator Program.

Growing up in Andocutin, Guanajuato, a small village in Mexico, better known as El Bajio (one of the richest zones in agricultural and livestock production) Cesario comes from a traditional family where cooking formed part of the quotidian life. It was at the age of 11 that he asked his mother to let him cook a meal for his entire family (he has 8 siblings). With their mom’s guidance and support, he was able to accomplish his goal. His passion for cooking was just getting started. His first official food service-related job was as a dishwasher in a commercial kitchen. His interest in cooking made him advance in the kitchen, and after a few months in the restaurant he was promoted to the prep station, then to cook, and finally, store manager. With limited room for growth in that position, he decided to explore other options. He worked with two prominent local businesses while mastering the financial and administrative sides of food service.

His strong background made Cesario the ideal candidate as a manger of El Pájaro CDC’s Business Incubator Program. He is responsible for the coordination the operation of the kitchen and providing support and resources to current and aspiring food entrepreneurs. Cesario is also the instructor and creator of our new How to Start a Food Business program curricula. Thanks to his leadership the Kitchen Incubator Program has support over 50 entrepreneurs in developing their own food products and brands.

He believes fundamentally that the best way to create stronger connections between people is to share anything you excel at- pay it forward.

Cesario is also a food entrepreneur and has a passion for Cuban culture, especially music and dance (he’s been teaching Cuban salsa for almost two decades). One of his favorite hobbies when not in the kitchen or assisting other food startups, you will find him teaching dance and expanding his network of friends and community members.

Luz Falcon-Toledo

Office and Property Manager

Luz was born and raised in Watsonville. As the daughter of Immigrants, the Pajaro Valley is very special to Luz because her parents both worked in agriculture. Her father migrated to California as part of the Bracero Program in the 60’s to work in Watsonville’s apple orchards and in later years, her mother joined him and worked in Watsonville’s growing strawberry industry.

Luz joined El Pajaro Community Development Corporation in March 2023 as the Office & Property Manager. Out of High School, Luz started her career in banking as an entry level teller. Realizing that helping clients with financial stability was her passion, Luz continued to work towards educating and supporting anyone that asked for help.

Luz has over 23 years of experience in banking and finance and is very excited to bring her knowledge to a non-profit which promotes equal access to economic opportunity for members of the community. Through hard work and dedication, Luz has always focused on exceeding in her role to provide the best service for her clients.

On her free time, Luz enjoys family time. A backyard barbecue surrounded by family and friends, making lasting memories, is a great evening for her.

Juan Melgar

Director of Lending

Juan Melgar joined El Pajaro CDC team in January 2024 as the Director of Lending.   

Juan brings over 18 years of experience in commercial lending to his role, with a specialization in small business loans ranging from $25,000 to $2,500,000. Juan has been instrumental in fostering the growth of numerous enterprises within the communities he has served.

Born and raised in a small family business environment, Juan holds a profound understanding of the challenges and aspirations of entrepreneurs. His connection with the community fuels his dedication to supporting local businesses, echoing his journey and the values instilled in him from a young age.  

Driven by a passion to empower the next generation of business owners, Juan’s mission extends beyond mere financial transactions. He sees each loan as an opportunity to support sustainable growth and thriving within the community, thereby leaving a lasting impact on its economic landscape.

During his leisure time, Juan finds joy in spending quality time with his beloved wife, cherishing the bonds of companionship and shared experiences. Together, they embark on adventures and create cherished memories, whether exploring new destinations or simply quiet moments together.

An avid traveler at heart, Juan delights in discovering new cultures, cuisines, and landscapes, enriching his life with diverse perspectives and unforgettable encounters. From bustling cities to natural wonders, each journey fuels his sense of wonder and appreciation for the beauty of the world.

Gerardo Rodriguez, MBA

Portfolio/Loan Processor Officer

Gerardo joined El Pájaro CDC team in fall 2021. He is very excited to start his career with a non-profit that focuses on supporting underserved local communities in creating and expanding their businesses. Coming from a family of entrepreneurs has given Gerardo a deep appreciation for people who want to follow their dreams and start a business. As a child, Gerardo witnessed the benefits of his family starting a business. His family began their journey by working in the local Salinas flea market and saw the evolution of a small flea market stand turn into a brick n mortar business on Alisal Street in Salinas, California. Once Gerardo completed his Bachelor of Arts degree, he returned home and joined AmeriCorps where he had the opportunity to work alongside the City of Salinas as a Small Business Support Coordinator. While working with the City of Salinas, he learned about the various resources available for small businesses in his community and developed relationships with many business owners on Alisal Street.

Gerardo admires all the work El Pájaro CDC does to guide and motivate their clients to have a successful business.

In 2017, Gerardo graduated from Vanguard University, obtaining a Bachelor of Arts Degree in History/Political Science. On January 2023, Gerardo received his MBA degree from Concordia University Irvine.

Gerardo loves watching historical dramas and enjoys spending time with friends and family. During his free time, he loves playing his guitar and keyboard.

Griselda Solis

Loan Officer

Griselda Gil-Solis is a loan officer with El Pajaro CDC. She provides loan consulting services to small business clients in the greater Tri-County area. Prior to joining El Pajaro CDC, Griselda was part of Accion Opportunity Fund for over 8 years, where she Managed the Small Business Loan team and later joined Partnership team as a Client Advisor.

Griselda, who ran her own small notary public business for over 14 years, understands what it is like to run a small business and leverages that experience when working with her clients. She found a love for the Non-profit sector, Microlending and working in underserved communities.

She is a proud mother of 3. Her eldest sons both attend UCLA. Richard is starting his Senior year, with a Political Science major, Jose David (J.D) is starting his sophomore year with Business Economics major. Lali, her youngest daughter, is an incoming first-year student at Alisal High School in Salinas active in Volleyball and Basketball.

In her spare time, you will find Griselda volunteering with her family’s basketball Academy in Salinas, Gil Basketball Academy, where her children are active participants and volunteers.

Isaac Rodriguez

Business Success Manager

Isaac joined the El Pájaro CDC team in 2022 and currently serves as a Business Success Coach, providing one-on-one technical assistance to small business owners. In this role, he helps entrepreneurs navigate resources, develop their businesses, and access funding opportunities. Coming from a family of small business owners, Isaac is passionate about equipping others with the tools they need to succeed.

Isaac holds a Master of Business Administration (MBA) from Biola University, Crowell School of Business, and a Bachelor’s degree in Business Administration with a Minor in Communication from Vanguard University. Before joining El Pájaro CDC, he worked as a student advisor at VU, where he discovered his passion for coaching and development.

In his free time, Isaac enjoys spending time with friends and family, traveling to new places, and collecting souvenirs along the way.

Isaac is deeply committed to empowering small business owners and fostering economic growth in the community. He believes that access to the right resources can transform lives, and he takes pride in supporting entrepreneurs as they turn their visions into reality. His work at El Pájaro CDC allows him to combine his passion for business development with his dedication to service, making a tangible impact on those he assists.

Ashley Rubio

Program Assistance

Ashley joined El Pájaro CDC team in July 2024 as the Regional Women’s Business Center Program Assistant. She is excited about contributing to the organization’s mission and goals by working directly with entrepreneurs and assisting in training sessions and various events.

Ashley graduated from the University of California, San Diego, with a degree in International Business. Ashley focused her studies on the region of Latin America, where she developed and pitched projects that help the low-income Latinx community. Through these projects and courses, she discovered her passion for helping and creating opportunities for underserved communities. She is excited to be able to contribute to a nonprofit organization that promotes equal access to economic opportunity through entrepreneurship.

In her free time, Ashley enjoys hiking and spending time in nature with her daughter. She also enjoys baking and trying new local coffee shops.

MEET THE TEAM & BOARD

Our Team

Rocio Andrade

Business Development Manager

Meet Rocio

Carmen Herrera-Mansir

Executive Director

Meet Carmen

Karla Ballesteros

Executive Assistant

Meet Karla

Cesario Ruiz

Kitchen Incubator Program Manager

Meet Cesario

Luz Falcon-Toledo

Office and Property Manager

Meet Luz

Loan Program Team

Juan Melgar

Director of Lending

Meet Juan

Gerardo Rodriguez

Portfolio/Loan Processor Officer

Meet Gerardo

Griselda Solis

Loan Officer

Meet Griselda

Regional Women’s Business Center Team

Isaac Rodriguez

Business Success Manager

Meet Isaac

Ashley Rubio

Program Assistant

Meet Ashley

Our Board

Ana Luisa Cortez

Vice Chair
Retired Banker

Javier Alvarez Zavala

Board Member
Comerica Bank

Rosa Sanchez Duran

Board Member
Paralegal of Santa Cruz Office of the Public Defender

Alicia Noble

Board Member
EPCDC Client, Retired from Restaurant Business

Jorge Reguerin

Chair
West Coast Community Bank

Brad Barbeu

Treasurer
Retired Business School Faculty CSUMB

June Padilla Ponce

Secretary
Executive Director, Watsonville Community Hospital Foundation

Eduardo Cervantes

Board Member
Dean of Education Centers, Cabrillo College

Heidi Pickman

Board Member
Vice President, Engagement and External Affairs, CAMEO

Board meetings are scheduled on the second Tuesday of every other month at 4pm.

Rocio Andrade

Carmen Herrera-Mansir

Karla Ballesteros

Cesario Ruiz

Luz Falcon-Toledo

Juan Melgar

Gerardo Rodriguez, MBA

Griselda Solis

Isaac Rodriguez

Ashley Rubio

MEET THE TEAM & BOARD

Our Team

Rocio Andrade

Carmen Herrera-Mansir

Karla Ballesteros

Cesario Ruiz

Luz Falcon-Toledo

Loan Program Team

Juan Melgar

Gerardo Rodriguez

Griselda Solis

Regional Women’s Business Center Team

Isaac Rodriguez

Ashley Rubio

Our Board

Ana Luisa Cortez

Javier Alvarez Zavala

Rosa Sanchez Duran

Alicia Noble

Jorge Reguerin

Brad Barbeu

June Padilla Ponce

Eduardo Cervantes

Heidi Pickman

Quick Links

Accommodation for individuals with a disability will be made. Please notify a staff member of your needs in advance.

Rocio Andrade

Carmen Herrera-Mansir

Karla Ballesteros​

Cesario Ruiz

Luz Falcon-Toledo

Juan Melgar

Gerardo Rodriguez, MBA

Griselda Solis

Isaac Rodriguez

Ashley Rubio

MEET THE TEAM & BOARD

Our Team

Rocio Andrade

Carmen Herrera-Mansir

Karla Ballesteros

Cesario Ruiz

Luz Falcon-Toledo

Loan Program Team

Juan Melgar

Gerardo Rodriguez

Griselda Solis

Regional Women’s Business Center Team

Isaac Rodriguez

Ashley Rubio

Our Board

Ana Luisa Cortez

Javier Alvarez Zavala

Rosa Sanchez Duran

Alicia Noble

Jorge Reguerin

Brad Barbeu

June Padilla Ponce

Eduardo Cervantes

Heidi Pickman

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Karla Ballesteros