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DecoCookies Looking North Of The Border For Future Growth

Minna Thrall

Minna Thrall, PR and communications manager of Mexico City, Mexico-based DecoCookies, recently sat down and spoke to The Shelby Report about the company’s future growth plans.

DecoCookies was founded “through the wit” of Eliana Campos Berry, a self-taught baker, according to Thrall. 

“She started baking for her sons because she believed in spreading joy and making smiles with everyone,” Thrall said. “She started DecoCookies, which has been decorating baked sweets for more than 20 years.” 

DecoCookies are butter-based recipes and come in different flavors, such as vanilla with sprinkles, chocolate, pumpkin spice and gingerbread. They are all decorated by hand.

The company was founded in Mexico City and has expanded its facilities there. It got picked up by Costco in Mexico, which Thrall suspects is how the U.S. market learned of the brand.

“We broke into the U.S. market around 2014 and now it makes up 95 percent of our sales. So it’s a big success story for eight years,” Thrall said. “We are, of course, very, very fortunate to be in this position. And we work every single day to follow that dream of making you happy and spreading that joy that Eliana dreamed up.”

DecoCookies has attended previous IDDBA expos. But while the 2020 and ’21 shows were canceled due to the COVID-19 pandemic, the company “grew a lot,” Thrall said.

Thrall said the company experienced a great deal of success during the pandemic with people wanting something to do at home. It launched its paint-your-own cookie kits and “people loved them. We were able to use that success to help us grow our other products and ideas.” 

As a result, the company was able to get an island booth at IDDBA this year and “really show off the cool stuff that we’ve been up to,” she said.

DecoCookies can be found in the U.S. at Costco, seasonally, and at Target, for which it does private label year-round. Its products also may be found in H-E-B and other regional grocers, Thrall said.

This year, the company will be heavily promoting its paint-your-own cookie ornament kits. A soft launch occurred last winter and did well, Thrall said. “This year, we’re going to go all out.”

All production is in Mexico City, but a U.S. facility may be in the company’s future, according to Thrall, as requests for a custom cookie line are increasing.

For more information, visit decocookies.com.

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Donald E. Stephens Convention Center
Chicago, Illinois
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