THIS HISPANIC HERITAGE MONTH MONTH, WE’RE RECOGNIZING THE CULTURES AND CONTRIBUTIONS OF OUR NEIGHBORS, NEAR AND FAR FROM THE FIGHT FOR SOCIAL JUSTICE TO THE INFLUENCE ON MUSIC AND CUISINE. WE SEE THE IMPACT HERE IN CENTRAL ALABAMA EACH AND EVERY DAY. SO TODAY WE’RE GOING TO INTRODUCE YOU TO DULCE RIVERA. SHE’S THE CEO OF THE LARGEST MULTICULTURAL STORE IN OUR STATE. THE PUEBLO HAS ONE LOCATION IN HOMEWOOD AND ANOTHER ONE IN PELHAM. RIVERA HAS BEEN RUNNING THE FAMILY BUSINESS FOR YEARS, TAKING OVER FOR HER FATHER BACK IN 2020. BUT BEFORE BUSINESS BEGAN TO BOOM, DULCE TELLS US IT STARTED WITH HER FATHER’S NEED FOR DIVERSE PRODUCTS IN THEIR OWN HOUSEHOLD, AND HE WENT TO GO BUY CACTUS FOR THIS SPECIAL DISH THAT HE LOVES AND HE MAKES ALL THE TIME. AND IT WAS VERY EXPENSIVE BECAUSE YOU CAN’T REALLY FIND IT HERE. AND HE WAS LIKE OUTRAGED ABOUT IT. AND HE DECIDED, YOU KNOW WHAT? THIS IS A NEED IN THE COMMUNITY. THIS ISN’T THE ONLY PRODUCT THAT’S MISSING. AND ON HIS DRIVE HOME THAT DAY, HE SAW THERE WAS A LOCATION OPEN UP FOR LEASE, AND HE PULLED OVER AND CALLED. AND THE REST IS HISTORY. AND THE FAMILY BUSINESS DOESN’T STOP THERE. DULCE’S MOTHER, ISABEL RIVERA, MANAGES THE SPANISH LANGUAGE RADIO STATION LA JEFA. AS WE CONTINUE TO RECOGNIZE HISPANIC HERITAGE MONTH FROM NOW THROUGH OCTOBER 15TH, YOU CAN LEARN MORE ABOUT TRAILBLAZERS LIKE DULCE ON OUR WEBSITE. YOU CAN ALSO FIND MORE HIS
Meet Dulce Rivera, who leads Alabama's largest multicultural store
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Updated: 4:38 PM CDT Sep 25, 2025
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Dulce Rivera, the CEO of "Mi Pueblo," operates the largest multicultural store in Alabama, with locations in Homewood and Pelham.She is continuing the family business she took over in 2020 from her father, who started it to meet the need for diverse products in their household."He went to go buy cactus for this special dish that he loves. And he makes all the time. And it was very expensive, because you can't really find it here. And he was like, outraged about it! And he decided, you know what, this is a need in the community. This isn't the only product that's missing. And on his drive home that day, he saw there was a location open for lease, and he pulled over and called. And the rest is history," Rivera said.The family business extends beyond the store, as Dulce's mother, Isabel Rivera, manages their Spanish language radio station, La Jefa.Throughout Hispanic Heritage Month, WVTM 13 is recognizing Alabamians who broke barriers and are raising the bar for everyone. Stay with us as we honor and celebrate "Hispanic Heritage Moments."Can't see the infographic? Click here.
Dulce Rivera, the CEO of "Mi Pueblo," operates the largest multicultural store in Alabama, with locations in Homewood and Pelham.
She is continuing the family business she took over in 2020 from her father, who started it to meet the need for diverse products in their household.
"He went to go buy cactus for this special dish that he loves. And he makes all the time. And it was very expensive, because you can't really find it here. And he was like, outraged about it! And he decided, you know what, this is a need in the community. This isn't the only product that's missing. And on his drive home that day, he saw there was a location open for lease, and he pulled over and called. And the rest is history," Rivera said.
The family business extends beyond the store, as Dulce's mother, Isabel Rivera, manages their Spanish language radio station, La Jefa.
Throughout Hispanic Heritage Month, WVTM 13 is recognizing Alabamians who broke barriers and are raising the bar for everyone. Stay with us as we honor and celebrate "Hispanic Heritage Moments."
Can't see the infographic? Click here.
