GREELEY, CO – In the heart of Weld County, a sweet success story is unfolding, one pastry at a time. Luis and Cecilia Pineda, the heart behind Genesis Bakery, are a testament to the enduring spirit of small businesses in our communities. Their journey from El Salvador to the plains of Milliken is a true picture of perseverance, demonstrating that with grit and the right support, dreams can take root and flourish. They have cultivated a thriving business in their adopted home, transforming a former trucking career into a beloved Central American culinary haven. Their journey highlights the power of opportunity, hard work, and the unexpected support that can be found within a community.
For 23 years, Milliken has been home to the Pineda family, a significant chapter that began after Luis, then a truck driver in the U.S., met his future wife during a trip home to El Salvador. While most of Luis’s immediate family now resides in the U.S., a visit back to El Salvador to Cecilia’s family hasn’t happened in over a decade.
A Risky Leap into a New Endeavor
The transition to baking was a significant shift for the couple. Luis spent two decades as a truck driver, a profession his wife also embraced for a decade, traveling across the U.S. together. “We wanted to do something else,” Luis shared, “We were looking for something different.” The opportunity arose when a man sought a business partner for a bakery. Luis invested in half the company, with the agreement that if things didn’t work out, his partner would buy him out. Six months to a year later, the bakery wasn’t performing well, and his partner couldn’t afford to buy Luis’s share. Faced with losing his investment, Cecilia urged him to buy the rest of the company. It was a leap of faith, one that has paid off. “Six years later, here we are,” Luis said with a proud smile.
Today, the operations at Genesis Bakery run with precision. Cecilia manages the essential backbone of the business: the paperwork, the payroll, and ensuring supplies are ordered to keep everything running smoothly. Luis is the man on the ground – overseeing orders, tending to the ovens and mixers, and personally handling some deliveries. They lead a dedicated team, including skilled bakers and packers, and their delivery drivers, all working in harmony. Luis firmly believes in treating his team with respect. “When you treat people good, and… they feel they are part of something, not just use them,” he’ll tell you, “they do a better job.” It’s a philosophy that builds not just a workforce, but a cohesive team.
A Taste of Central America, Expanding Reach
Genesis Bakery serves both a local storefront and provides baked goods to various grocery stores, predominantly Hispanic markets, but also some Asian stores. Their recent move to a larger facility in Milliken has dramatically improved their visibility and walk-in customer base. The new space offers ample room for growth, and the couple envisions expanding their storefront to include a cozy coffee area, a welcoming spot for parents awaiting their children from the nearby school.
Their unique Central American pastries have garnered a loyal following, with customers returning for the distinct flavors and taste. Despite an initial mislabeling as “Mexican cuisine” online, they are working to correct it to accurately reflect their Central American heritage. While they continually develop new recipes, often refining existing ones to enhance the flavor, their recently introduced pineapple-filled pastry has quickly become a customer favorite.
The bakery’s reputation has spread far and wide through word-of-mouth. Luis often receives calls from individuals in distant states – Florida, Montana, Kansas, and Oklahoma – all eager to get their hands on Genesis Bakery’s unique offerings. This organic growth, without aggressive advertising, speaks volumes about the quality of their product and their dedication. Luis, with genuine humility, admits he never imagined such widespread demand. It’s a testament to their deep faith, too; the “Jesus Loves You” sticker on their labels, a practice they inherited, remains a quiet acknowledgment of the unseen hand in their success.
Overcoming Challenges with Local Support
Starting a business in an unfamiliar industry presented its own set of challenges. Luis and his wife, without prior experience in baking, had to learn every facet of the operation, from the intricacies of ingredients to the maintenance of machinery. They encountered the understandable friction of experienced hands sometimes believing their ways were best. But Luis, with his characteristic resourcefulness, set about learning every task himself, earning the respect of his team through demonstrated competence.
Perhaps one of the most crucial partnerships forged along their journey has been with Points West Community Bank and our loan officer, Erik Knoche. Luis, like many, initially believed bigger banks offered more. But Erik’s consistent, genuine support shifted his perspective. Luis recalls Erik’s persistent calls, his willingness to meet and discuss ideas, even when Luis was hesitant due to time or financial strain. “He didn’t give up,” Luis emphasized, a trait we hold in high regard. This unwavering dedication proved vital when they sought a larger location. “He started helping since that day,” Luis recounts, highlighting Erik’s instrumental role in securing their new building. The personalized attention and deep commitment Erik showed solidified Luis’s appreciation for what a local bank truly offers. “Maybe small banks are better,” Luis now muses, acknowledging the stark contrast to his experience at larger institutions. It’s the kind of relationship built on trust and a shared vision for prosperity.
A Future Built on Hard Work and Faith
While balancing a rapidly growing business and personal life is a constant challenge – the couple hasn’t had a long vacation in six years, opting for short two-to-three-day getaways – their dedication remains unwavering. Recent large orders, like 14,000 pineapple pastries for local schools, highlight their commitment, requiring round-the-clock work from the entire team. When not at the bakery, their weekends are spent attending church, enjoying meals out, and spending time with family, though Luis often checks in at the bakery for a few hours.
Looking to the future, Luis doesn’t have grand, pre-set growth plans. Yet, the business continues to expand organically. The consistent demand from new customers and the wide reach of their product speak volumes about its quality and their unwavering dedication. While the thought of investing more, of pouring further effort and time, could bring a moment of pause, Luis remains confident in his product’s appeal. “People love the product,” he affirmed. With ambitious plans to improve their parking lot and further develop the storefront, Genesis Bakery is poised for continued success.