Exploring Life & Business with Liddy Romero of Romero Mexican Heritage Cookies

Today we’d like to introduce you to Liddy Romero.

Liddy, we appreciate you taking the time to share your story with us today. Where does your story begin?
I founded and ran a national nonprofit HQed in Denver for 15 years before making a leap to continue our family’s legacy through Romero Cookies. I spent 15 years building a social enterprise that supported low-income workers and that experience, sweat, and hard-lessons learned gave me the ability to fast-track the start-up of Romero Cookies in Oct 2024.
I conceived of the idea of starting an e-commerce cookie business built from my dad’s 40+ year old cookie recipe in July 2024. By September 2024, I had secured an SBC loan, by October, I moved into my first commercial kitchen, by November 2024, I learned how to bake them (!) and by December 1, I was shipping the cookies across the U.S. Our packaging and presentation sets us apart from all the other Hispanic food items out there! Finally, something you’re proud to show off, gift and get as our packaging tells a story of resilinece and tradition.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I came from an office, computer, long-term strategy environment work – public policy, workforce development, etc…the dive into the food industry and consumer pacakaged goods has been nothing short of exhausting and humbling. This is an industry where I marvel at the other entrepreneaurers, grinding every day – selling, testing, iterating, marketing, making, baking – every day is packed full of to-dos and small fires and small steps just to keep moving toward success.

I’ve had so many issues with packaging, shipping, ordering – thank goodness the receipe is down solid! Being new to the food industry and CPG, I didn’t know about lead times, shipment costs, etc. It’s been a very hard-won success to get where I am today in the business.

I’m trying to build a brand that’s more than cheap, Hispanic dessert, grovery-store offerings – I’m trying to build on our traditions, our heritiage and our culture and it be presented in an elevated way. Keeping core values WHILE also trying to build a good business and a solid brand has daily issues!

Appreciate you sharing that. What should we know about Romero Mexican Heritage Cookies?
I am the Founder and CEO of Romero Cookies, a culturally-rooted cookie brand inspired by four generations of Mexican-American bakers in my family. We specialize in Mexican Wedding Cookies and celebration cookies that are deeply tied to heritage, nostalgia, and connection. Our cookies aren’t just desserts – they’re cultural storytellers. Each tin reflects family, history, and the joy of gathering, and they’ve become especially meaningful for celebrations, corporate gifting, quinceañeras, weddings, and milestones where people want to express love in a heartfelt, authentic way.

I’m most proud of two things: first, honoring my family’s legacy and turning it into something modern, scalable, and beautiful without losing its soul; and second, creating a brand that helps people feel seen especially Latinas who rarely see their culture presented with elegance, respect, and pride in mainstream gifting.

What sets Romero apart is authenticity and intention. Our cookies are handmade in small batches using my family’s decades-old recipes, but beyond that, we’re intentional about storytelling, design, and emotional meaning. Every detail, from the packaging to the flavors to the customer experience, is meant to spark memory, warmth, and connection. We don’t position ourselves as a trendy “ethnic” brand. We position ourselves as a heritage luxury brand grounded in lived experience, cultural respect, and generational love.

Romero Cookies is about more than cookies. It’s about identity, belonging, and celebrating who we are.

Do you have any advice for those just starting out?
If you’re just starting out, my biggest advice is this: don’t wait until everything is perfect. Start with the resources you have, the clarity you have today, and the courage you can gather. When I look back, the moments that moved my business forward were never the perfectly polished ones; they were the brave, scrappy, messy steps that taught me what I needed to learn next.

You will be tested financially, mentally, and spiritually. Learn to build support around you early. Find mentors. Find peers who understand. And don’t underestimate the importance of grounding yourself in your “why.” When the logistics get hard, the “why” is what keeps you steady.

And finally, give yourself permission to build something that feels true to you. For me, honoring my family, my culture, and our history isn’t a marketing angle; it’s the heartbeat of my business. When your work is rooted in authenticity, it will resonate more deeply, sustain you longer, and create impact far beyond revenue.

Start. Learn. Adjust. Stay grounded. And keep going. That’s the entrepreneurial journey.

Contact Info:

• Website: https://romerocookies.com/
• Instagram: https://www.instagram.com/romerocookies/
• Facebook: https://www.facebook.com/RomeroMexicanWeddingCookies/
• LinkedIn: https://www.linkedin.com/in/liddy-romero/
• Other: https://www.tiktok.com/@romero.cookies