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Small to Big: Olé Mexican Foods

Veronica Moreno’s Atlanta tortilla company is on pace to reach $275 million in sales

Veronica Moreno
Photograph by Raymond Jones for Bloomberg Businessweek

When Veronica Moreno immigrated to the U.S. from the Mexican state of Coahuila in 1977, she found the tortillas sold in stores didn’t taste as good as the ones she made at home. She opened a small factory in Atlanta in 1988 and sold $10,000 worth of corn tortillas the first year. This year, Olé Mexican Foods, available at Wal-Mart and many other stores, is on pace to have sales of $275 million. As the business grows, Moreno leans increasingly on her sons: Eddie, 36, works with suppliers, and Edgar, 28, handles marketing and restaurant sales. That’s led to new challenges.