Jovita Chub promotes economic autonomy and healthcare access in her Guatemalan community
In the village of Salacuim, in Alta Verapaz, Guatemala, Jovita Ester Chub Prado stands as an example of economic transformation, female leadership, and access to essential services that are culturally relevant. A professional nurse and indigenous Q’eqchi’ entrepreneur, Jovita leads the Farmacia Salacuineca, a business that not only generates sustainable income but also expands healthcare access within her community.
“Every time I take out a loan, I don’t do it just for the sake of it. I always have a plan—a project to invest in and generate income that allows me to grow,” says Jovita Chub.
Her pharmacy, founded in 2014, began with limited resources but a clear vision: to offer accessible care in the Q’eqchi’ language, integrating traditional and ancestral medicine. Today, this venture has established itself as a local benchmark, creating jobs, strengthening her economic autonomy, and improving the living conditions of both her family and her community.
Furthermore, her pharmacy eventually began operating as a financial services point within the community, facilitating payments, remittance receipt, and access to other services, thereby extending her impact far beyond the healthcare sector.
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Photo: UN Women/Alejandra Chicas
A business driving economic autonomy
The turning point in Jovita’s trajectory was access to financing. Through loans granted primarily by Fundación Génesis Empresarial—an institution that is part of the financial ecosystem supported by UN Women’s EFI program—she expanded her pharmacy, diversified her product range, and acquired medical equipment that sets her apart from other businesses in the area.
Her first loan was for USD 2,000. From that point forward, she established a solid track record as a responsible client, accessing larger amounts—including loans near USD 10,000—without the need for traditional collateral. This progressive access to credit was key to scaling her business.
“They saw me grow; they trust me, and I trust them too,” she points out.
Thanks to these opportunities, Jovita not only strengthened her venture but also made significant investments in her personal life. Today, she owns her own home, built with the earnings from her business, representing a substantial shift from her initial situation.
“After having nowhere to live, we have managed to build a little house,” she shares.
Photo: UN Women/Alejandra Chicas
Training and support: keys to growth
Access to financing was accompanied by business training, financial education, and personal skill development. Through her participation in business-strengthening programs, Jovita acquired the tools to strategically manage her business.
“They motivate me a lot because sometimes one is like they are blind. You have no idea, and there they open your mind; they open paths,” she explains.
This process not only strengthened her management capacity but also consolidated a culture of saving. Jovita opened bank accounts, accessed insurance, and adopted financial practices that allow her to plan for the long term.
Photo: UN Women/Alejandra Chicas
Community impact: health, employment, and trust
The Farmacia Salacuineca generates employment for two people and offers essential services in an area with limited access to health infrastructure. Jovita handles consultations, provides guidance on treatments, and offers basic nursing services, prioritizing those facing the greatest economic limitations.
“I see the person’s need; I put myself in their shoes. I know that sometimes one doesn’t have the resources to pay,” she explains.
Her ability to provide care in the Q’eqchi’ language strengthens community trust, especially among women, who find her pharmacy to be a safe and approachable space.
“Many women feel more comfortable approaching me, and that fills me with pride and satisfaction,” she states.
This bond of trust has been key to positioning her business and expanding its reach. Jovita not only provides care at her pharmacy; she also travels to nearby communities to offer medical attention, even under difficult conditions.
Photo: UN Women/Alejandra Chicas
Recognition and resilience
Jovita’s impact has been recognized at both the national and international levels. In 2020, she earned third place in the Citi Microentrepreneurship Award in Guatemala, standing out for the social impact of her business. In 2022, she was a finalist in a regional impact investment forum, representing her country.
Beyond validating her business model, these honors have paved the way for further professional development and enhanced visibility.
However, her journey has not been without challenges. During the COVID-19 pandemic, she faced economic losses and was forced to close her pharmacy temporarily. Despite these setbacks, she recovered and continued strengthening her venture.
Leadership that transforms
Today, Jovita is a benchmark in her community. Her leadership transcends the economic sphere: she convenes local stakeholders, participates in community spaces, and promotes equitable access to healthcare services.
In a context where women face greater barriers to accessing financing and economic opportunities, her story demonstrates the transformative potential of financial inclusion and capacity building.
“I love being indigenous, being Q’eqchi’, because I can serve my community and understand them,” she affirms.
This article is part of the actions promoted by the Inclusive Financial Ecosystem (EFI) program of UN Women, which aims to contribute to the development of financial ecosystems that promote closing gender gaps in access to capital and markets. By documenting the experiences of women entrepreneurs, the program highlights how access to financial products and services, combined with technical support, can strengthen economic autonomy and generate sustainable impacts for their families and communities. EFI is implemented by UN Women, with funding from the Directorate for Development Cooperation and Humanitarian Action of the Grand Duchy of Luxembourg, in El Salvador, Guatemala, and Honduras. In alliance with financial institutions, the program promotes the design of solutions tailored to the needs and realities of women, integrating access to financing with training, support, and the generation of evidence to strengthen more inclusive, resilient, and sustainable financial systems. |