EconomyFinancialDulces de la Rosa: When and why they made...

Dulces de la Rosa: When and why they made the largest marzipan in the world

Los Dulces de la Rosa has positioned itself in the taste of consumers throughout its 80 years of existence and history , and to this day it remains a 100% Mexican company .

The business was born in 1942 by the hand of Don Jesús Michel González in Jalisco, who with the support of his family began the artisanal production of sweets in his home. The path to the creation of what is now Dulces de la Rosa has several curious facts, for example that its image was not always the representative flower.

Two years before founding Dulces de la Rosa, Michel González and his wife Elvira Velasco Rolón sought the opportunity to start a candy business in Guadalajara, after having closed their store in San Marcos, Jalisco.

Mr. Jesús Michel González had experience in the pharmaceutical area, since he learned to make formulas in a company in this field, knowledge that he used to experiment in the creation of sweets.

In business he started with scented lozenges, which were not very successful, and marshmallow lollipops. At that time, the company’s image was three strawberries, but this had to change because a company with a similar image, only with cherries, complained.

The idea of placing a rose is attributed to the fact that around 1960, Guadalajara was recognized as the City of Roses, due to the rosebushes distributed in different gardens in the town.

The marzipan of the Rose emerges

Its first star product –and it still is- was marzipan, but it did not bear the name by which it is now known, but rather “Conitas”. However, people began to call it marzipan de la Rosa, due to the flower logo.

Jesús Michel González used to say that “marzipan is a candy for the people and the people gave it its name” and that is how it was, because eventually the brand chose to change the name to the one that all its consumers already used.

In 2018, Dulces de la Rosa broke the Guinness World Record by manufacturing the largest marzipan in the world. It was a piece of 8,296 kilograms that measured 3 meters in diameter and 1.2 in height.

Currently, who runs the business is Jaime Enrique Michel Velasco, one of the sons of the couple who founded the company. In 2017, the majority shareholder of Dulces de la Rosa celebrated his birthday by calling himself “the king of marzipan”, for which he held a coronation event and walked on a blue carpet.

However, at the time, the act caused great controversy because at that time, Michel Velasco intended to be governor of Jalisco.

Presence of Dulces de la Rosa

Although marzipan is perhaps its most representative product, the Dulces de la Rosa catalog also includes candies, snacks, chocolates, chewing gum and more.

Dulces de la Rosa has a presence throughout Mexico, exports to the United States, Canada, Central America, Europe and the Middle East. It has three production plants and a distribution center. In addition, according to its official site, it employs more than 2,500 people.

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