VEO was created so we could finally see our people.
It was born as a love letter to my parents, who arrived in this country with US$500 and a suitcase, sacrificing comfort and certainty so their children could stand taller. But it was also a letter to the millions of Hispanic front-line workers, industry professionals, and business owners who have carried this industry for generations while remaining unseen.
Today, 3.2 million front-line building cleaners work in the United States. Nearly 70% are Hispanic. For more than 100 years, we have been the backbone of commercial cleaning. We have built it. Sustained it. Strengthened it.
And yet, too often, we have not been centered in its story.
VEO—Visión, Empeño, Oportunidad—was created to change that.
Reflecting the industry
When I stood on stage at our inaugural event in Chicago last September, celebrating some of our industry’s greatest leaders, I felt something shift. That moment was bigger than me. Bigger than a conference. I could feel that I was simply a vessel carrying the sacrifices of immigrant parents, the dignity of front-line workers, and the ambition of entrepreneurs who built businesses from nothing.
It was for every Hispanic and Latina girl who once felt embarrassed to say her mother cleaned houses. It was for every son who watched his father work endless shifts without recognition. It was for the professionals who mastered their craft but were never called innovators. For the owners who built thriving companies but were never labeled architects of industry.
That stage became a mirror.
And in that reflection, we did not see labor; we saw leadership. We did not see invisibility; we saw impact. We did not see limitation; we saw legacy.
Shining a light on the workforce
VEO exists to ensure our community is no longer overlooked in the very industry it powers. It creates intentional pathways from the front line to leadership, from entrepreneurship to scale, from experience to influence.
But this is not just about recognition. It is about unification and elevation. If 70% of the workforce is Hispanic, then opportunity, education, investment, and leadership must reflect that truth structurally, not symbolically.
We matter. We are worthy. We have always been worthy.
After more than a century of carrying this industry, this is our moment to shine a light on those contributions and ensure the next generation inherits visibility rather than silence.
The light is on. And this time, it stays on.
VEO is seeking companies and individuals to serve on its committee and help guide, recognize, support, and elevate Hispanic cleaning professionals. Committee membership is open to all ISSA member companies and their staff. Visit issa.com/issa-committees/issa-veo-committe to learn more.
