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Alxio Portales, an engineer originally from Venezuela, may not have known in 2006 that her passion for baking would grow into a lucrative custom cookie manufacturing company when she emigrated to Canada. After almost twenty years of hard work and dedication, her business, Passion for Desserts, is now one of Markham's leading cookie producers, catering to customers all over Canada. A tribute to her perseverance, dedication, and the encouraging business environment Markham provides, Portales went from being a hobbyist baker to founding a rapidly expanding business.
For Portales, baking had never been just a hobby. Her kitchen brought her joy and comfort after long days of working in Venezuela. "I went home every night, and I had to bake… that was my outlet – my release… my thing that made me happy," she says with pride. After moving from Kingston, Ontario, Portales and her spouse settled down in Markham and started the business.
Portales made a connection with the Markham Small Business Centre after relocating to Markham, which proved to be an essential resource in helping her navigate all the difficulties of launching a company in a foreign nation. Portales acknowledges, "I knew nothing about creating a business in Canada" highlighting the value of the advice she got from the Markham Small Business Centre.
Not only were the cookies of exceptional quality, but Passion for Desserts' early growth was also driven by a strong feeling of community. Portales started going to neighbourhood get-togethers, picnics, and festivities in the Markham neighbourhood of Cornell. "We always felt that sense of community…I found a lot of support with the initial concept for the business," she remembers. Through the contacts she formed here, she started to receive her first orders.
The home-based, health unit-approved kitchen of Portales served as the operating space for Passion for Desserts from 2006 to 2013. As Portales built contacts with nearby companies and people seeking personalized cookies for events, birthdays, and special occasions, the business flourished substantially throughout this time. The company had surpassed its modest beginnings by 2013, so Portales decided to move into a commercial location to increase its operations and satisfy the growing demand.
Passion for Desserts has long been known for its capacity to innovate in the custom cookie business. As the market for distinctive, customized cookies expanded, the team started using new techniques like 3D printing to produce elaborate designs. They became the go-to bakery for companies and organizations in the Greater Toronto Area and beyond because of the company’s speedy and accurate production of intricate and customized requests.
Passion for Desserts has gained recognition for its ability to accommodate any request, no matter how intricate, with projects ranging from brain-shaped cookies for the University of Toronto to liver-shaped cookies for PSC Partners. Replica perfume bottle cookies have been ordered by corporate clients like Dior Canada, and the business has even made highly personalized hockey jersey biscuits for wedding festivities.
Passion for Desserts and Markham Hospital worked together on a very creative idea to create cookies with QR codes on them. Employees may be able to acquire information about the hospital's most recent marketing campaigns by scanning these cookies. Portales proudly states, "We’ve been doing cookies for the Markham hospital since day one," highlighting the enduring rapport she's kept with important clientele.
As with many other businesses, Passion for Desserts faced serious hurdles as a result of the COVID-19 pandemic. The bakery had to adjust when major events were postponed, and business clients halted orders. They produced white-labeled cookies for retailers across Canada, particularly focusing on the wholesale side of the company. By making this change, the business was able to weather the storm by reaching a wider audience outside of corporate clientele.
While the company is still recovering from the effects of the pandemic, the team remains optimistic. "Because we’re a small company, we’re very flexible," says Portales. This adaptability, together with their tenacity and creativity, has helped Passion for Desserts hold the top spot in the custom cookie market.
Markham continues to be integral to Passion for Desserts' success, and Portales is keen to acknowledge the community's steadfast support. "Everything I needed, I found it here through the support of the local community," she claims. Markham has been essential to the company's development, whether it was because of the resources offered by the Markham Small Business Centre, the chances to network at local events, or the devoted corporate clients who have been with her since the beginning.
The company is steadfast in its resolve to cultivate the same sense of community that supported them in their initial days as Passion for Desserts looks to the future. The team is enthusiastic about the potential that lays ahead and hopes to keep growing their wholesale business in addition to investigating new advancements in cookie design.
Passion for Desserts is a monument to the strength of creativity, community, and passion—from modest beginnings in a home kitchen to a successful company servicing customers from coast to coast. The journey of the company is one of perseverance and inventiveness, and it should inspire business owners everywhere.
Having operated for eighteen years, the team is still expanding and changing, always staying true to its core principles of quality, creativity, and community.
One thing is certain as Passion for Desserts develops: Markham will always be at the centre of this delightful success story.
