Raquelitas Unfolded: Not Just Another Tortilla

The Original Tortilla Trailblazer (1960-1980)

It all started when Sal De La Torre opened a quaint bakery on Lawrence Street in Downtown Denver in 1960. It wasn't just any bakery; it was where Denver first met Mexican cuisine, and oh, how they fell in love. Sal wasn't merely churning out tortillas—he was wrapping up a piece of home for every person who walked through the door. As word spread, so did the love for these incredible pillows of perfection. By the 1970s, under Sal’s careful guidance, what started as a modest bakery grew into a beloved institution, a testament to quality and cultural fusion that Denver hadn't known it was craving.

Rise of the Tortilla Titans (1968-1990)

By 1968, it was clear Raquelitas was destined for bigger things. Under the ambitious eyes of his sons Raul and Rich, the company expanded out of its humble beginnings into a facility where machines hummed alongside workers, each pressing and baking tortillas destined to win over hearts far beyond Colorado. Raul and Rich's tortilla gospel took them across Denver and even as far as Canada, turning skeptics into believers with every flavorful demonstration. The 1970s and '80s marked a time of bold flavors and even bolder ambitions. We didn't just meet demand; we created it, introducing a variety of new flavors and catering to an ever-growing fanbase. By the late '90s, Raquelitas wasn’t just a business; it was a phenomenon, a gold standard in the industry, known for its innovation and an unyielding commitment to quality.

Crafting the future, one tortilla at a time (1990-2019)

The turn of the millennium brought new energy—quite literally—to Raquelitas. In 2007, we embraced a groundbreaking initiative, powering our entire plant with wind-generated electricity. This pivotal move wasn't just about adopting green energy; it was about being a frontrunner in environmental stewardship within the industry. Our facility became a beacon of innovation, ensuring every tortilla chip and wrap was not only delectably fresh but also produced with minimal environmental impact. This commitment to sustainability went hand in hand with our pursuit of culinary excellence. We pioneered new product lines that catered to evolving consumer health trends, introducing gluten-free options long before they became mainstream and crafting low-glycemic recipes endorsed by dietitians. Raul always says 'If you’re going to lead, why not lead in a way that leaves the world a bit better off?' And lead we did, marrying our dedication to the planet with our mission to deliver unparalleled taste, proving that great flavors and green practices can indeed go hand in hand.

Modern Day and Future Vision (2020 - Present)

​Raquelitas embarked on an exhilarating new chapter with the launch of our retail operations led by Raul and Rich's nephew, Ben, in May 2024. This allowed us to bring our fresh tortillas directly to consumers like never before. This expansion builds on our robust presence in over 2,000 locations throughout Colorado, where one out of every two tortillas and chips savored in restaurants, bars, and hotels bears our name. From casual bites to fine dining, our products continue to set the standard. Amidst this growth, we produce over 170,000 tortillas daily, uphold a commitment to sustainability by recycling 95% of our food processing waste, and annually transform 25,000+ pounds of frying oil into bio-diesel fuel. As we look to the future, our vision is clear and our mission steadfast: to continue innovating and delivering the unparalleled taste and quality that Raquelitas is known for. Our journey from a local bakery to a leader in the tortilla industry reflects our passion for excellence and our commitment to the communities we serve. We don't care about being the biggest, we only care about being the best.

Meet The Crew

  • Raul De La Torre

    President

    Raul has been a cornerstone of Raquelitas since its inception, bringing his father Sal's 1960s vision to life and adding onto it 20 fold. With a teddy bear demeanor, he has played a crucial role in shaping Raquelitas into the beloved brand it is today. When he’s not at Raquelitas, you can find him at vintage car shows across the country, indulging his passion for classic cars.

  • Rich Schneider

    Tortilla Savant

    Rich is renowned for his tortilla expertise. Rich knows every detail that can influence a tortilla’s quality. Active in Denver's culinary scene, he serves on numerous boards and advisory roles around Denver. When not at Raquelitas, Rich can be found exploring Denver's vibrant food scene or joyriding around the Rocky Mountains.

  • Mari De La Torre

    Vice President - Controller

    Mari has been part of Raquelitas for nearly 40 years, starting in the back making fresh tortillas. Now overseeing all finances, Mari is known for her warm hugs and even warmer heart. She is also everyones biggest fan. When she’s not at Raquelitas, Mari can most commonly be found in the gym or in the kitchen cooking for her family.

  • Ben Williamson

    Chief Marketing Officer

    Previously head of marketing for several Denver restaurant groups and founder of his own snack brand. He even has his own cookbook and co-founded a Denver nonprofit. He makes most of the new flavors found in the store! When not at Raquelitas, you can find him exploring Denver's restaurants, watching the Nuggets, and cooking.

  • Jesse Jiron

    Plant Manager

    Jesse is in charge of all production and making sure the plant is running efficiently. He has been instrumental in our systems that have allowed us to produce more in less time. A Navy veteran and soon-to-be MBA candidate, he keeps all the production going! When not at Raquelitas, you can find him in the gym or at DIA ready to travel!

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