Culture

California Man Is Using His Culture To Create Hilarious And Super Relevant Mexican Greet Cards

Jesus Ruvalcaba was an artist looking for more creative freedom in his life. Even after getting a job as an art director at eBay and Hewlett-Packard in Silicon Valley, the then 36-year-old felt complacent. It was a stop at a grocery store when he went to buy his mother a birthday card that a light bulb flashed in his head. 

“I looked at all these cards but couldn’t find something that resonated with my Latino culture,” Ruvalcaba said. “I felt that an entire population group was being ignored.”

That night planted the seeds of what would eventually become Paper Tacos, a greeting card business focusing on Mexican culture and traditions. From get well soon messages that read “sana sana colita de rana” ((heal, heal little frog) to birthday cards that read “sapo verde,” Ruvalcaba had tapped into a demographic that wasn’t typically represented in the greeting card business. 

“I knew I wasn’t the only one who felt like this,” he said. “This was more than just about a greeting card but seeing my culture being seen.” 

Ruvalcaba, the son of two Mexican immigrants, got most of his inspiration growing up in the Central Valley fields of California. He worked alongside his parents in the isolated artichoke fields where he learned to draw. 

Credit: Jesus Ruvalcaba / Paper Tacos

Ruvalcaba knew he wanted to be an artist at a young age and says growing up he would usually be found carrying around a sketchbook full of drawings. He didn’t grow up with much as his parents were Mexican immigrants who worked tirelessly as fieldworkers in the central California valley in cities like Castroville and later in Salinas. 

“My parents didn’t really know a lick of English so my drawings did a lot of the talking for me,” he says. “We didn’t have much growing up but they would buy me art supplies and always encouraged me to keep drawing.”

Those drawings would pave the way for a career in animation as Ruvalcaba became the first in his family to graduate college obtained a degree in graphic design at California State University Monterey Bay and eventually his Master’s degree. Shortly after, he would find himself in Silicon Valley working for companies like eBay and Hewlett-Packard as an art director. 

Ruvalcaba knew he could still do more with his talents. After attending a Dia de los Muertos art event in 2016, he met another artist selling Spanish prints with Mexican slogans. He was then reminded of that night at the market when he couldn’t find a Spanish greeting card for his mom. 

“It hit me right there and then that if I could come up with greeting cards that have Mexican sayings like “sana sana colita de rana,” I could tap into a market that was never really acknowledged prior.” Ruvalcaba said. 

After receiving encouragement from his girlfriend, Ruvalcaba put his illustration skills and graphic design experience to work as he produced his first set of 15 cards for 300 dollars. In Fall 2017, Paper Tacos became a reality. 

Credit: Jesus Ruvalcaba / Paper Tacos

About a year after the idea of Paper Tacos first came up, Ruvalcaba attended the same art festival from the year prior and sold his first greeting card for $5 apiece. The response to the cards was immediate and customers told Ruvalcaba about what it meant to see their culture on a product like this.

“It felt like my idea was validated in a way and seeing everyone respond so positively to Paper Tacos was just the cherry on top,” said Ruvalcaba. “From there it only got even bigger.”

In the following months of 2017, Paper Tacos made its launch and by the end of 2017, he had made $2,000 within just three months of launching his site. In 2018, he had made over $12,000 in sales and today has over 20K followers on Instagram alone. When he started the business, there were only 15 card designs which have now grown to over 100. He’s also branded outside of California and is currently selling his greeting cards at 25 stores throughout the country.

For Ruvalcaba, Paper Tacos hasn’t been just any business move or a little extra income revenue. It’s a tribute to his Mexican background and a reflection of his culture that he feels is being celebrated every time one of his cards is given. 

Credit: Jesus Ruvalcaba / Paper Tacos

When asked about where his inspiration for his greeting cards come from, Ruvalcaba says his parents. Those long days working along with them in the artichoke fields and holidays where all they had was each other. 

“Every card is a reflection of me growing up in a Mexican household and other people have connected with that,” said Ruvalcaba. “When I brainstorm ideas I just look back to my childhood.”

That connection is something special he says. While Ruvalcaba still has a full-time job as a designer in Santa Clara, if things keep going the way they are, Paper Tacos will become his main focus. 

Through Instagram, Ruvalcaba has begun working with more freelancers to keep growing Paper Tacos and get more artists opportunities. His business plan is to expand to other Latino backgrounds to work and reach out to Salvadoran and Nicaraguan artists so that they too can see representation.  

“This business has shown me how powerful this product can be and every time someone tells me the impact that these cards have had on a family member or a friend, it sticks with me,” Ruvalcaba says. “It’s a special thing to know a simple greeting card can do this.”

READ: Patty Delgado Is Changing The World Of Latino Fashion With Her Own Store Hija De Tu Madre

Police Are Looking For Two People Who Attacked An Elotero In Long Beach

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Police Are Looking For Two People Who Attacked An Elotero In Long Beach

GoFundMe

Another street vendor has been attacked while working. This time, an elotero in Long Beach was viciously attacked by two people in broad daylight. Police and the community are looking for the two and people in Long Beach want to see justice brought against the attackers.

A vicious attack on an elotero was caught on a Ring camera.

According to KTLA, police are searching for two Black men in their 20s who were caught on camera attacking Bililfo Fernandez. The elotero was pistol-whipped and beaten as the two men stole his property and cash during the senseless and unprovoked attack.

In true American fashion, a GoFundMe was set up to cover the old man’s medical bills.

It is common in the U.S. for GoFundMe pages to be set up to cover medical costs for people who are victims of crime or face unexpected health failures. People can be heard screaming to deter the violent attack but no one intervened to help Fernandez while being attacked.

A GoFundMe set up for the elotero has raised more than $80,000 to help the family.

Credit: GoFundMe

“He is an elotero and goes on his usual routes everyday,” writes his daughter, Erika, who organized the GoFundMe. “He is a very hard working man and known by many.  We had to take him to the Emergency Room so that they could help him and treat him because his injuries were pretty severe. His nose and head were busted open with a gun. My dad does not have insurance.Anything will be very much appreciated to help pay for his medical expenses. During these hard times I am currently not working because of covid, so anything will be a blessing for us.”

People on social media are angered by the two men attacking someone taking care of their family during COVID-19.

Latino families are experiencing the devastating financial impacts of COVID-19. Unemployment was highest among the Latino community than any other group of people in the U.S. during the crisis. This elotero was doing what he could to keep his family afloat during the pandemic and faced violence.

People cant wait for just to be served and Latinos are reminding people that this is not a time to let anti-Blackness fester in the Latino community.

Racism is a real issue in the Latino community. While people are angered at this attack, this is not to be used to generalize against the Black community. These are two bad people who attacked a man for his money and property. If you have any information about the two men in the video attacking Fernandez, call the Long Beack Police Department at (562) 435-6711.

READ: Family Sets Up GoFundMe To Help Paletero In Chicago Retire

Man Posts Plea For People To Social Distance After Falling Ill Of COVID-19 And Died The Next Day

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Man Posts Plea For People To Social Distance After Falling Ill Of COVID-19 And Died The Next Day

Tommy Macias / Facebook

The world is still in the midst of a deadly viral pandemic. COVID-19 is not going away on its own and there are things that people can do to slow the spread. One of the most effective tools is wearing a mask followed up by social distancing. One man thought he could ease up and contracted the virus. Here is his warning.

A man known as Tommy Macias died one day after warning people about the dangers of COVID-19.

Credit: Tommy Macias / Facebook

Macias died the next day after posting this message on Facebook warning his friends and family about the dangers of COVID-19. According to the man’s post, he attended a party and contracted the virus there. Health experts have warned against gathering with friends and family right now. Parties have become some of the most infectious sites leading to the current outbreaks across the country.

Macias’s Facebook post touches on a point that drives home the importance of wearing face masks. After being exposed, he then exposed his entire family because he ignored health regulations.

The man’s death from COVID-19 has created a fear among his friends.

“Don’t take advantage of the unknown, don’t expect things to be fine. Take this shit seriously,” @flawlessbikerzcordova wrote on Instagram. “I had been diligent about wearing my mask but from time to time loosen up around the crew and friends. Not anymore!”

The U.S. is seeing a spike in cases across several states and cases are increasing in 35 states. The U.S. has seen record infection numbers in recent days and that trend is mirrored in Calfornia where the sudden reopening of the economy led to a runaway outbreak in the state.

Macias is now one of the more than 127,000 Americans who have died from COVID-19.

According to NBC News, the Riverside County Office of Vital Records confirmed that Macias did die from COVID-19. According to Macias’s brother-in-law, Macias was diligent about wearing his mask and following health regulations. However, when California Governor Gavin Newsom signaled rapid reopening within weeks in June, Macias felt safe letting down his guard.

“He was quarantining because he was overweight and had diabetes,” Lopez told NBC News in explaining how careful Macias has been.

Macias’s death is a warning to Americans.

As the quarantining drags on due to reopening reversals, fatigue is setting in with Americans about self-isolation. With a holiday weekend underway, Macias’s message is a warning call to Americans as social distancing is forgotten and people argue over masks.

Health experts continue to stress the importance of wearing face masks when out in public and to stay away from indoor gatherings with friends, like parties. It might be uncomfortable and you might not like it but it is what we need to do to get back this virus.

Please stay safe, smart, and follow health guidelines this 4th of July weekend.

READ: #TheWorldReopenedAnd Is Highlighting All The Ways We Are Failing In Our Response To COVID-19