Behind the Brand: Romero Mexican Wedding Cookies

Meet Romero's Founder, Liddy Romero

, Articles  |  January 24, 2025
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1. What is the name of your company?

Romero Mexican Wedding Cookies

2. What is your title at Romero Mexican Wedding Cookies?

Owner

3. Where is your company located?

Denver, Colorado, our commercial kitchen is at 2171 S Grape Street AND we ship across the U.S.

3. How did you hear about Naturally Colorado? What made you become a member? Has Naturally Colorado helped you in any way?

Several of my Colorado-based entrepreneurs told me about it. I know Kerry from Love, Plants and she told me I must join! I’ve only been in the food business since early 2024 and joined as soon as I could.

4. What size is your company?

3 employees

5. What inspired you to start your company?

I just ended a 15 year career as a nonprofit founder and CEO and went all in on my family’s cookies. My parents made these cookies for over 40 years in the storefront in South Texas. I wanted a total change of career, life, pace and mission and sought fun and excitement in the development of the Romero brand. I’m inspired by Latino-centric celebrations and gatherings and the spice in life! I love gatherings and parties with friends and family and these cookies are a representation of all my childhood’s Mexican-American traditions and celebrations. I’m motivated by living out my light, my spirit and having those I love be a witness to it. I’m motivated by curiosity and the unknown and wake up everyday excited to see where my creativity takes me.

6. Why did you choose to focus on the natural and organic industry?

Each cookie has up to 8 simple ingredients. My Mexican-American culture uses simple ingredients in their cooking and baking and I’m inspired to keep that tradition going in our cookies. People rave about how delicious and fresh they are- how they remind them of ‘home’, of ‘family’ of ‘abuela’ and I want to keep those feelings going. We stick to natural ingredients so that people can still taste ‘home’.

7. Can you describe the biggest challenge you faced during the early stages of your company, and how you overcame it?

I launched Oct and began shipping in Dec! My parents ran their business for 40 years and there were a lot of things I learned NOT to do from their 40 years of business; but primarily, I have thought about how to go-to-market with my cookies and concentrate my marketing dollars way more intentionally. Logistically, I have already faced shipping issues, cookies breaking, cookies destroyed, etc. I still need to figure out how to consistently get cookies to the customer so that they are ready for their event.

8. What keeps you up at night regarding your business?

Balancing the operations with revenue-generating activities!

9. What strategies can you share that have been effective?
My product speaks to the Mexican-American market and it’s an easy sell given they know what these cookies taste like. I don’t have to tell them. My Meta ad efforts were focused on geographic areas and specific populations and it proved effective for our December sales. I’ve learned a lot from my nonprofit entreprenearuerial experience especially having to be disciplined with how I spend my marketing dollars. For first quarter 2025, I have embarked on a focused effort to attract people buying for quincenearas and will be attending expos across the country. My first one, in Dallas, Texas, provided priceless market research and direction to my efforts.
10. How important is networking, and what strategies do you use to build and maintain professional relationships?

Right now I need to focus on marketing. In terms of networking- it needs to connect to my marketing which means I am doing 1) quince expos, 2) affiliate marketing with ancillary industries to the quince market.

11. What is one piece of advice or knowledge that has changed your life and why?

I am my own investment vehicle. (I went through a divorce, career change, and opened a business in one year). I have gone from a scarcity money mindset to an abundance mindset in one year. I have put my whole savings into this business and have realized I am the lucky one that gets to invest in herself.


Connect with Liddy.
Learn more about Romero’s Mexican Wedding Cookies.


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