Our Team

president

Carlos Martinez

Carlos Martinez (he/him) assumed the role of President at People First Economy in January 2024. With diverse experiences spanning economic development, higher education, community engagement, and global partnerships, Carlos brings a wealth of expertise to the table. Prior to joining our team, he held positions as the Director of Development at New York University.

Carlos is a firm believer in the power of creating an inclusive, equitable, and circular economy deeply rooted in community care. This starts by supporting the People First team as we empower local entrepreneurs to transform their businesses into Forces for Good while nurturing sustainable practices that drive their growth. He is thrilled to collaborate with current and future partners to make the state of Michigan a national leader in this work.

In addition to this background, Carlos is also a local business owner. This unique perspective allows him to approach the work of supporting entrepreneurs with practical, real-life insights. Proudly graduating from Grand Rapids Public Schools (go Central Rams!), Carlos also holds a Master’s degree from Grand Valley State University and a Bachelor’s degree from Michigan State University. Beyond his work commitments, he enjoys quality time with his wife, Hilda, and their daughter, Ysannia.

Director of Engagement

Halla Maas

Halla Maas (she/her) is a Grand Rapids local for 2 years but has been a Michigander her whole life! She has been with the People First Economy team twice. Starting as our Experience Manager in 2023, she supported the organizations work through our social media platforms and our events. Returning in 2024, Halla currently handles all of our engagement strategies. Connect with Halla to learn more about our events and PFE’s signature initiatives.

When not at the office, Halla:

  • Is often practicing her sourdough bakes or getting creative in the kitchen
  • Enjoys hiking and checking out beautiful parks or getting lost in the woods
  • Is curled up with her cat and engrossed in a new book or tv series! She’s a huge fan of classic movies
  •  Spends time with her plants and loves to work in her garden

Senior Manager of business support

Dr. Danielle Cato

Dr. Danielle Cato (she/her) from Detroit, Michigan, exemplifies the transformative power of urban environments. With dual doctoral degrees in Counseling and Psychology, she has pioneered impactful community initiatives. Ensuring compliance with federal regulations, Dr. Cato optimizes systems for organizational success, championing health standards and guidelines. Her influential online presence, motivational series, and women’s support group underscore her commitment to community engagement. A published author and active member of professional networks, including the Detroit Black Chamber of Commerce, she embodies service and excellence. Dr. Cato’s mantra, “I’m not waiting for a drummer. I’ll just make my own beat!” encapsulates her resilient and innovative approach to sustainability and community impact.

 

When not in the office, Danielle:

  • Is dedicated to community projects,
  • Is passionate about motivational speaking and holistic practices (Reiki, Sound Healing and Coaching). 

Senior Program manager

Alice Jasper

Alice Jasper (she/they) is a Multiracial-Black sustainability professional and outdoor enthusiast. Born and raised in Brooklyn, NY, Alice relocated to Michigan where she attended college in the Upper Peninsula before putting down roots in Grand Rapids. Today, Alice serves as Program Director for Good For Michigan; a state-wide economic development initiative that centers social and environmental sustainability and convenes Michigan’s B Corp Certified business community.

When not at the office, Alice:

  • is the creator and host of “Color Out Here” a media project created in collaboration with WGVU and PBS intended to explore the opportunities and barriers to inclusion faced by Black, Indigenous, and People of Color in outdoor recreation and environmental stewardship.
  • a board member of Friends of Grand Rapids Parks
  • a goal 4 Alliance Council Member for Downtown Grand Rapids Inc
  • a pinball witch in training
  • hikes with her dog, Strawberry

BUSINESS DEVELOPMENT MANAGER

Katherine Jandernoa

Katherine (she/her) comes to West Michigan from the East Coast and brings over a decade of experience in local food systems and sustainability. Prior to joining Local First, Katherine was the co-founder, program director of Food Connects in Vermont, a nonprofit that works to increase access to healthy, local foods within Vermont’s schools. Jandernoa earned her master’s of arts in sustainable development from the SIT Graduate Institute and her bachelor of arts in international affairs from The George Washington University. Having lived in large urban centers, (Boston, San Francisco, and Washington D.C.), and small rural communities in Massachusetts and Vermont, Katherine loves all that West Michigan has to offer and is thrilled to call Grand Rapids home.

When not at the office, you might find Katherine at the Fulton Street Farmers Market, one of our many local restaurants, or exploring Blandford Nature Center and Wilcox Park with her sons.