An Interview with Hasta La Raíz Founder Jessica Salas

Over the past five years, the craft beer and specialty beverage industry have, quite a few times, become an incubator for social causes aimed at providing much needed aid for marginalized communities and citizens in need.

From the first initiative, Other Half Brewing’s All Together, followed closely by Weathered Soul Brewing’s Black is Beautiful, Bow & Arrow Brewing’s Native Land, and many more over the past few years, the craft brewing community has been at the forefront of social consciousness when it comes to supporting the communities they inhabit.

Over the past month, various areas of the country, but most notably Southern California and the greater West Coast, have witnessed a series of unlawful arrests of immigrants – whether on the street, in schools, at work, or at home, by groups of people acting as or claiming to be United States Immigration and Customs Enforcement (aka ICE) agents. It’s honestly hard to tell who these often masked and unmarked people are.

In response to this, only a few weeks ago Jessica Salas, a craft beer industry veteran and daughter and granddaughter of immigrants, founded Hasta La Raíz, which brings together breweries from across the country to raise awareness and funds for immigrant justice. I got the chance to sit down with Jessica over the weekend to discuss Hasta La Raíz and learn more about this new initiative.

We’ve all been frustrated, shocked, and upset by the current administration’s pursuit of immigrant citizens in communities across the United States. Of course this struck us both close to home as people who grew up in Southern California, and now live in Portland, as many towns on the West Coast have seen consistent raids and random unlawful arrests by ICE agents. Was there one particular moment that inspired you to begin the cause that is Hasta La Raíz and if so, what was it?

The attack on immigrants has always been there, but June 8th was a turning point for me. I was scrolling through Instagram and saw all the protests breaking out around LA. To realize that raids, and people being taken forcibly right out in the open, were happening in my community was shocking. My anger and fear took over, and I was stunned. For a few days, I let those feelings spiral, feeling helpless.

By June 11th, I decided to start Hasta La Raíz. I knew I needed to channel my anger into something productive. That’s when I thought about how the beer and service industry community has always come together to support causes that matter. I was inspired by projects like Native Land and Black Is Beautiful. That’s how Hasta La Raíz was born, out of that need to turn pain and fear into solidarity and action.

Tell me more about what Hasta La Raíz translates to and why this name was chosen for this endeavor?

I got it from a song by Natalia Lafourcade – Hasta La Raíz, meaning “To The Root.” The song speaks to exactly what this project is about, honoring where we come from and standing firm in our identity and values. “Hasta La Raíz” is a reminder that our roots, our families, our cultures, our stories, are what give us strength. This collaboration is rooted in that same spirit: fighting for immigrant justice, staying connected to the people who came before us, and using our platforms to create something meaningful.

Yourself being the daughter and granddaughter of immigrants is clearly at the heart of why you founded this mission. Tell me more about how growing up in your family and neighborhood(s) informed your worldview and how it plays a role in this cause?

My roots are everything to me. My grandfather started an upholstery and window tinting shop after immigrating to the U.S., and eventually my dad followed in his footsteps and opened his own business. That’s where I learned the value of customer service and hard work, lessons I carry with me to this day. I’d help my dad tint windows, check out customers, and offer assistance wherever I could. Even as a kid, I understood that what we were doing was more than just business, it was about building trust, showing care, and providing for the community.

In my 20s, I lived in a neighborhood in Fullerton, CA called Garnet, a tight-knit immigrant community. That’s where I started volunteering with Solidarity, a local nonprofit that works alongside Latino and immigrant families to break down systemic barriers like education gaps, youth violence, and immigration struggles. It was through Solidarity that I saw the power of community organizing and mutual aid, and it deeply shaped how I view justice, belonging, and what it means to truly show up for each other.

All of that lives inside Hasta La Raíz. This project is a reflection of my upbringing, my neighborhood, and my family. It’s a tribute to those who came before us, and a call to protect those still fighting for a place to belong. It’s not just about beer, it’s about using whatever tools we have to stay rooted in justice, compassion, and action.

The non-profit that Hasta La Raíz will be raising funds for is called Freedom for Immigrants. What was your process in determining this non-profit as the benefactor for your effort and why did you ultimately decide to work with them on this project?

I chose Freedom for Immigrants because they do way more than just offer support, they’re actively working to change the system that criminalizes migration. Their work to end detention, provide legal help, and support families really lines up with what Hasta La Raíz is all about. Plus, they have a nationwide network of visitation groups and run hotlines, giving the only consistent, independent oversight of immigration detention in the U.S. I wanted to partner with a group that’s making real change on the ground and across the country. This cause is personal to me, and Freedom for Immigrants truly represents the compassion and justice behind this project.

Businesses participating in the collaboration will directly donate their profits to Freedom for Immigrants. They then share their donation amounts with me, so I can keep track of how much we’ve collectively raised. This transparent process helps us celebrate the impact we’re making together.

How will these funds raised through Hasta La Raíz benefit Freedom for Immigrants‘ mission? Is there one particular program or programs that these funds will be directed towards to specifically support?

The funds raised through Hasta La Raíz will directly support several key programs that align with Freedom for Immigrants’ mission to end detention and support migrant communities. Specifically, donations will help fund their nationwide network of visitation groups, which provide critical oversight and direct support to people held in detention centers. These groups offer much-needed human connection, legal resources, and advocacy to those detained.

Additionally, funds will support Freedom for Immigrants’ national hotlines, which are lifelines for detainees and their families, offering information, legal guidance, and emotional support during incredibly difficult times. By funding these programs, Hasta La Raíz contributes to both immediate relief for individuals and families, as well as long-term efforts to challenge and dismantle the immigration detention system.

The primary thrust behind this campaign is to raise funds for Freedom for Immigrants by enlisting beverage producers as collaborators who will in turn donate proceeds to the work they do. Are there any confines as to which types of beverage producers can participate, is it only restricted to beverages, and/or are there any industries in particular that HLR is focused on recruiting?

Hasta La Raíz is open to all kinds of beverage makers. While it started in the beer world, since that’s where I come from and know the community, it’s totally open to breweries, cideries, coffee roasters, kombucha makers, and anyone else who wants to join in. I’ve been sober for a year now, so selfishly, I really want to make sure there are non-alcoholic options included in the project too.

Right now, we’re mainly focusing on the beverage industry because it has a strong community and people who love to support each other. But we’re open to growing and including other industries down the line if it fits. The main thing is creating a group of people who want to stand together and make an impact.

Thus far there are 15 breweries signed up to participate in this initiative (listed below), all from the West Coast. Clearly there have been no confirmations from folks further east. Based upon the responses you’ve received, do you believe this is due to a lack of connection to the situation at hand, an aversion to aligning their business with a political cause, proximity bias, or is there some other reason?

I’ve actually connected with someone on the East Coast already and have reached out to a few brewery guilds out there as well. I’m hopeful that as more people learn about Hasta La Raíz and the impact we’re aiming for, breweries across the country will want to get involved. I think it sometimes takes time for these kinds of projects to spread, especially when they start regionally. But I’m confident the message and mission will resonate beyond the West Coast as more breweries hear about it.

What is HLR’s timeline for these releases and are there any specific release events or tap takeovers planned?

I’ve actually had Uptown Beer Co and Belmont Station reach out to have some of these collabs featured in their shops, which is really exciting. I’d love to organize events around this project! After COVID, I think a lot of us are still a bit cautious about big crowds, so I’m hoping to focus on smaller, more intimate gatherings that really foster community and connection. It feels important to create spaces where people can come together safely and meaningfully around this cause.

If companies are interested in participating, how do they sign on join the Hasta La Raíz initiative?

If companies are interested in joining the Hasta La Raíz collaboration, they can sign up through our website hastalaraizbev.org or reach out directly via email at HastaLaRaizBev@gmail.com with any questions or to discuss how they’d like to participate. We want to make it as simple and welcoming as possible for breweries, coffee roasters, and other beverage makers to get involved and contribute to this important cause.

Is there anything we’ve not covered here that you want to voice or detail regarding Hasta La Raíz and/or Freedom for Immigrants?

One thing I’d really like to emphasize is that Hasta La Raíz is more than just a fundraiser, it’s a movement to build community and solidarity across industries that might not always come together. This project is about using our collective voices and resources to support real change for immigrant rights.

Also, partnering with Freedom for Immigrants means our efforts go directly to an organization doing critical, on-the-ground work, providing support to detainees, advocating for systemic reform, and offering independent oversight of detention centers.

I’m excited to see how this collaboration grows and hopeful it inspires others to take action in their own communities. Every brewery, roaster, or beverage maker who joins helps amplify the message that justice and compassion must be at the root of everything we do.

Over 60 breweries have signed on (as of August 3rd) for a release by October:

Alameda Brewing Company, Alameda, CA

Atrevida Beer Co., Colorado Springs, CO

Audio Graph Beer Co., Los Angeles, CA

Baerlic Brewing, Portland, OR

Binary Brewing Co., Beaverton, OR

Blind Lady Ale House, San Diego, CA

Blue Jacket Brewing, Washington, DC

Bottle Logic Brewing, Anaheim, CA

Brown Soul Brewing, South Gate, CA

Burzurk Brewing, Grand Haven, MI

Calicraft Brewing, Walnut Creek, CA

Cellarmaker Brewing, San Francisco, CA

Cerveceria Paracaidista, CDMX/Chicago, IL

Chuckanut Brewery, Burlington, WA

Clandestine Brewing, San Jose, CA

Cloudwater Brew, Manchester, UK

Common Space Brewery, Hawthrone, CA

Duality Brewing, Portland, OR

ElderBrew, Bristol, TN

Everywhere Beer, Orange, CA

Faction Brewing, Alameda, CA

Fast Fashion, Seattle, WA

Fort Point Brewing, San Fransisco, CA

Fox Tale Fermentation, San Jose, CA

Georgetown Brewing, Seattle, WA

Ginger Cult, Portland, OR

Grains of Wrath, Camas, WA

Ground Breaker Brewing, Portland, OR

HenHouse Brewing, Santa Rosa, CA

Hetty Alice, Portland, OR

Highland Park Brewery, Los Angeles, CA

Human People, Seattle, WA

Irrelevant Beer, Vancouver, WA

ISM Brewing, Long Beach, CA

Laughing Monk Brewing, San Fransisco, CA

Level Beer, Portland, OR

Living Haus Beer, Portland, OR

Long Beach Beer Lab, Long Beach, CA

Marz Brewing, Chicago, IL

MiLuna Brewing, New York City, NY

Monkish Brewing, Torrance, CA

Pfeiffer Brewing Company, Anaheim, CA

Phantom Fox Brewing, Mesa, AZ

Pilot Project Brewing, Chicago, IL

Riip Beer, Huntington Beach, CA

Ruse Brewing Portland, OR

Santa Ana River Brewing, Santa Ana, CA

Simple Brewing Company, New York, NY

Slow Body Beer, Tuscon, AZ

SteepleJack Brewing, Portland, OR

Stray Cider, Portland, OR

Structures Brewing, Bellingham, WA

Stumblebum Beer, Troy, MI

Taproom Beer Co., San Diego, CA

Temescal Brewing, Oakland, CA

Threshold Beer, Portland, OR

Tiny Giants Brewing, Portland, OR

TPK Brewing, Portland, OR

Urban Roots Brewing, Sacramento, CA

Vice Beer, Vancouver, WA

Whistle Punk Brewing, Spokane, WA

Xicha Brewing, Salem, OR