El Coqui Bakery: A Taste of Puerto Rico in Deltona, FL
A thriving bakery wasn’t the original plan for sisters Jasmarie and Brenda Rosa. Jasmarie earned a master’s degree in criminal justice in 2013 and served as a correctional and probation officer. Brenda graduated with a bachelor’s degree in early childhood education and took over a family business.
But Hurricane Maria, which caused devastation to Puerto Rico in 2017, changed the course of their lives.
“We decided to move to the U.S. to start a new life and thus be able to operate our own business,” Jasmarie says.
The sisters purchased El Coqui Bakery in 2019 and immediately got to work sharing their rich flavors and traditions with the Deltona community.
“Deltona is a great city to start a business because it is a friendly community,” Jasmarie says. “The City of Deltona is always willing to help small businesses like ours. Deltona has treated us like family.”
The sisters learned how to bake and cook from their family. In fact, their mother had a cafeteria in Puerto Rico, and they’d often help her cater events.
“The food we serve at El Coqui Bakery represents our culture and family,” Jasmarie says. “From the smells of fresh bread to the quesitos and cafe con leche, we feel the culture and representation of our country.”
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A Thriving Community
The Deltona restaurant has become a third place – outside of home and work – for much of the community. Regulars arrive in the morning to converse with friends, read the newspaper and of course, enjoy a pastry. The restaurant also serves sandwiches and empanadas for lunch. Their most popular item is the coquitrón sandwich, which includes bistec, pastrami and turkey on freshly baked bread.
“When we see our regular customers every morning, we feel honored and welcomed,” Jasmarie says. “It is a priority for us to provide the best fresh products and a good family atmosphere that goes hand in hand with our growing community.”
In turn, the sisters give back to their community, supporting sports teams, churches and more.
“We enjoy being able to give back to the community that has given us so much,” Jasmarie says.
El Coqui Bakery partners with 14 local farmers to source all of the grains, fruit and dairy for its popular breads and pastries, which are made fresh each morning.
Continued Success
In 2024, El Coqui Bakery received the prestigious Latina Emprendedora award at the Hispanic Chamber of Commerce of Central Florida’s iLatina Awards Program.
“They have been a role model for many people that are out there trying to achieve what they have been doing, which is running a business as two individuals that are female and minority groups,” says Lourdes León Power, president of the Hispanic Chamber of Commerce of Central Florida.
Power notes that the Rosa sisters have worked extremely hard and have followed many steps to secure more capital and grow their thriving business. They have also been a part of the iLatina Leadership Program for many years, taking every opportunity to further their education and leadership skills.
That hard work has paid off. In July 2024, El Coqui expanded to a second location in Sanford, which is located between Deltona and Orlando.
“Since the purchase (in 2019), we used multiple strategies to attract more customers,” Jasmarie says. “We used social media platforms and community events to develop our brand. We managed to redo our brand design and position ourselves solidly in the market. By growing our brand, we were able to open our second location in Sanford.”
But it’s more than their business savvy that keeps the community rooting for El Coqui Bakery.
“They work really hard helping out in our community,” Power says. “We actually saw them providing food for those who were affected by the recent hurricanes. It’s not every day that you see somebody trying to help. They didn’t have to do it. They did it out of their heart. And that’s something that we recognized when they were acknowledged as the winners of the year.”
Want to Do Business in Volusia County?
If you are thinking about starting or growing your business in Volusia County, visit teamvolusiaedc.com for a wealth of information and vital resources designed to help you thrive.
Greater Daytona Region Offers Resources for Budding Entrepreneurs
Here are some great resources for entrepreneurs and businesses.
Volusia Business Resources
Whether you’re just launching a business, slowly gaining traction or ready to expand, Volusia Business Resources is there to help. On its website, you’ll find a resource navigator for all business stages and goals, comprehensive information on funding options and how to assess readiness, and business guides for tasks like registering a business or paying business taxes.
In addition, the organization hosts business workshops, networking events, and a business pitch competition for early-stage innovators and business owners who are ready to launch or scale-up their venture in Volusia County.
Business Innovation Hub
Volusia County’s Business Innovation Hub provides a range of programs and resources for innovators, early-stage ventures, small businesses and international companies looking to establish a presence in the region. Clients will have access to coaching, startup guidance, business incubation programming, office resources, peer networking and a maker space.
Florida SBDC
The Small Business Development Center (SBDC) at Daytona State College offers no-cost business counseling, workshops, market research and data analysis, access to capital assistance, and more.
SCORE Volusia/Flagler
SCORE is a national organization that has helped more than 11 million small business owners and entrepreneurs. Its Volusia/Flagler branch provides free business counseling by phone, email and in person. The organization also offers workshops locally and over Zoom.