By Devin Castillo
For Denise Hernandez, BBA ’05, the value of service was demonstrated throughout her childhood by her parents, Jesus and Patricia Rodriguez. She and her brothers watched as their working-class parents ran their molino, a Mexican corn milling manufacturing plant on the Westside of San Antonio. Eventually, the business expanded into a catering company, restaurant and a large food manufacturing plant that supplied tamales to local businesses. Over time, their operation grew to distribute tamales nationwide, even reaching the White House.
Hernandez’s parents worked seven days a week, often from the hours of three o’clock in the morning until nine o’clock at night, even during holidays. Amidst nonstop labor, her parents consistently demonstrated a strong sense of responsibility in maintaining their business, respecting their employees, and recognizing the vital services they provided to their community. In her eyes, their work ethic taught her and her siblings how to be hard-working, compassionate people at a very young age.
At age 10, Hernandez was tall enough to look over the service counter and was officially brought into the business, where she helped take orders and serve guests, just as her parents did. By the time she was 16, she was already running the store and handling payroll for close to 200 people. Hernandez watched her family face many challenges as business owners over the years, yet they were always determined to find solutions. “Instead of giving up, they had resilience and grit that drove them to keep moving forward. I didn’t understand then that they were laying down the foundation for who I was going to be,” shared Hernandez.
Even then, her aspirations extended beyond her family business; she aimed to one day be a corporate CEO.
After graduating high school, Hernandez attended Alamo Community Colleges where she earned her associate degree in business. Wanting to further expand her academic horizons, she researched local universities to determine where she could pursue her bachelor’s degree in business. Her search brought her to the University of the Incarnate Word, where she felt an immediate connection.
During her years attending UIW, she found a second home at the University, support from faculty members and an extended family through her sorority, Alpha Sigma Alpha. Her sorority experiences exposed her even further to what it means to serve by offering direct opportunities to give back at a community level.
“Being a founder of Alpha Sigma Alpha’s Zeta Sigma chapter was such a pivotal time in my life, because it set me up for a path of leadership,” noted Hernandez. “When I came to Incarnate Word, I saw that there was more than just what I had known. It was life changing for me to be able to volunteer and to do social work with organizations such as Habitat for Humanity and the Special Olympics.”
After graduating with her Bachelor of Business Administration (BBA), Hernandez began her career in marketing at Daymon Worldwide before joining her husband’s family business, True Flavors Catering. Together, they worked to expand the business while building their own family, much like her parents did.
In 2022, Hernandez established her own women-owned enterprise, The Eatery Culinary Group, which offers large corporate dining contracts and retail operations. She has since opened five restaurants in Texas locations such as San Antonio Water System Headquarters, San Antonio Independent School District, UTSA School of Data Science, Baylor University and, most recently, University Health.
She is now also the proud owner of MPRESSED Commercial Laundry Service and still serves as a corporate advisor for True Flavors Catering. She has accrued over 25 years of experience in the food and retail industry and has worked with a wide range of companies marketing private-label brands, developing and implementing strategic business plans, and leading substantial revenue and profit growth.
As a UIW alumna, Hernandez credits her time at the Nest with helping her to develop essential skills such as leadership, time management, and teamwork, all of which have been instrumental in her professional success. Shaped by her parents and the Mission of the University, she has dedicated herself to uplifting and supporting communities by serving on numerous esteemed boards such as Chair of the Board of Directors for the San Antonio Hispanic Chamber of Commerce, member of the Board of Directors for the Federal Reserve Bank in Dallas and the Board of Directors for Community Bible Church.
In recognition of her notable contributions to the city of San Antonio, she was awarded the San Antonio Hispanic Chamber of Commerce 2017 Inspiration Award and the 2017 Haven for Hope, HOPE Leadership Award. She and her husband were also named a 2023 Power Couple by the San Antonio Business Journal.
While reflecting on her career and all that she has achieved thus far, Hernandez considered the values and skills that a businessperson must possess to be successful not only as an individual, but also as a team member charged with uplifting those around her. “For me, it's humility, compassion and tough skin. You’ve got to be tough in this game, but you also have to have a servant’s heart. There has to be a balance.” Moving forward, Hernandez plans to continue the legacy of service started by her parents by positively impacting the communities she passionately serves. She strives to be a role model of selflessness for her four children—Madeleine, Isabella, Andrew, and Joshua Luke. She hopes her genuine belief in giving back will create even more opportunities for others.
“Blessed people bless others, and God has truly blessed us,” Hernandez expressed. “I want my children to witness this, so they, too, can be a blessing. I hope they make a meaningful impact in someone’s life, inspiring that person to pay it forward. That’s how we build a better community and humanity.”