Barbara Cerda, co-founder of La Revo Books, Milwaukee, Wis., attended the recent Guadalajara Book Fair as a Books Across Borders fellow. She has a special connection: as a child she visited family in the area regularly. Here is her report about an event that was simultaneously a homecoming, a celebration, an education, and more:
 |
| Barbara Cerda (far right) with Lisa Moser, Julia de Burgos Bookstore, Philadelphia, Pa., Thais Perkins, Reverie Books, Austin, Tex., and Stephen Krause, Alienated Majesty Books, Austin, Tex. |
There is so much to say about my experience as a Books Across Borders fellow! I co-founded La Revo Books, Wisconsin's only Latine-focused bookstore in 2021, with my sister Valeria. I first heard about la Feria Internacional del Libro Guadalajara (FIL) in 2022 through our regional trade association, the Midwest Independent Bookseller Association. I was mostly interested in attending the fair because, ever since I can remember, as a child, my sister and I would travel to Jalisco (Guadalajara is the state's capital), to visit family, but I had never heard of this book fair! It became a bucket-list item for me.
Attending this fair allowed me to see the city I call home--in a different way. I, like many other people who love and know Mexico, see Guadalajara as a place where we can experience some of the most iconic elements of Mexican culture--beautiful folkloric dancing, the most delicious tequilas, and experience the best Mariachi groups. I've always known Mexico to be more than that. It is also the stories that people tell each other at the plaza, the senseless acts of feminicide across the country, and the stories of people who hustle every day to put food on the table. These stories are also Mexico. Attending this conference allowed me to learn about authors and books that can bring other people to understand the much more complex side of the country we all know and love. It was a place where my love for Mexico and my heart breaking for Mexico was understood and talked about through the panels, author presentations, and local folks I interacted with while there.
As a Mexican bookstore owner, I feel an incredible responsibility to paint a much richer picture of Mexico and Latin America to my "American" customers (by American, I mean people who are living in the U.S., regardless of their nationality/ethnicity). Because in elevating the charming parts of Mexico, I am doing a disservice. We must talk about the hard things, the injustice, and the heartbreak. I believe that it allows for readers to grapple with hard subjects that soften our hearts to others in these times. By informing our readers and community as a whole about the realities of what we face (book deserts, lack of accessible education, gender and LGBTQ+ violence, racism, corruption), my hope is to spark conversations that develop our readers' identities as Latines--conversations I wish I had when I was growing up.
Coming from this perspective, I finally worked up the courage to apply for the Books Across Borders scholarship, which I was ecstatic to receive. Attending the FIL was better than I imagined and it felt like a dream come true. The experience was kicked off with an exclusive tour by David Unger, who explained that la FIL was a "meeting point between North and South America," and now, due to the strong participation of book industry members internationally, more than 900,000 people are in attendance.
I attended panel discussions, chatted with publishers, met other amazing booksellers, and had the chance to tell people about the work we were doing in Milwaukee. One of the panel discussions I attended was an author conversation premiering the book Morras Malditas: Apaguemos la Luz y Entremos a la Noche by Janet Mérida and Erika Maldonado. They are podcasters who traveled to indigenous communities (where their families were from) in Oaxaca and Sonora to collect supernatural horror stories that have been passed down several generations. It was exciting to hear them speak about their work. I resonated with the way the authors explained that their book project was a "homecoming" to the communities they were part of.
My experience at the FIL was similar. It felt like I was coming home. As a Latina in the Midwest, I often feel like I have to compartmentalize different aspects of my identity to feel like I belong. In the United States, my sister and I are often the only Latina booksellers at conferences, and our identities are not represented in the bookselling world. We are also the first in our family to receive a college education. Sometimes, who we are and doing the work we do feels very lonely.
I thought about my family a lot, especially how special my grandmothers were. My abuelita Fidela lived her life without knowing how to read or write but knew how to tell an amazing story and raised my dad, Cuco, to be a great man (along with 11 other children). I also thought about my grandmother Juanita who was revolutionary in the way she navigated her disability and researched her family history using a telephone and a phone book. She also raised a wonderful woman, my mother, Sylvia. Representing our family in this space felt like an honor.
I wondered how many of my cousins had attended la FIL as students as I saw hundreds of them walking through the Expo. I thought about the accessibility of books, book centers, libraries and bookstores in the ranchos, where I was used to visiting. La FIL is a place where customers come to buy their books for the year. I imagined building a little free library in front of my abuelita's house so that the families in our rancho can access free books and build their own home library.
Being at la FIL, I felt like I could truly be my whole self. The authors on stage were people who looked like me, they spoke in the language my family speaks, and my culture was celebrated through the food, music, and libros. David Unger said that la FIL was the meeting point of people all over the world, and I felt like it was a fusion of my identities and culture in a place where being someone like me, was celebrated.