Martha's

What Martha's does

Marthas Laguna, S.A. de C.V. (operating as Martha's) is a traditional Mexican bakery and confectionery company founded in 1980 in Múzquiz, Coahuila. The company operates 8 physical retail storefronts distributed across the Laguna region — spanning the cities of Torreón, Saltillo, Gómez Palacio, and Múzquiz/Palaú in the states of Coahuila and Durango — including two dedicated café-format locations in Torreón. Its product portfolio is organized into nine categories: traditional cakes (pasteles), rolled cakes (rollos), pies (pays), a sugar-free line using Splenda, regional milk candies (dulces regionales), fresh dairy products (lácteos, including signature jalapeño and chipotle panela cheese), cured meats (carnes frías), assorted bakery items (repostería), and custom event orders (pedidos especiales). The company also runs a phone-based home delivery service and an online quote-intake form for weddings and celebrations.

Production is grounded in traditional artisanal bakery methods with proprietary family recipes rather than any proprietary technology platform, software, or patented process. The corporate website (marthas.com.mx) functions as a digital product catalog and custom-order intake portal, not an e-commerce marketplace, and the company has no mobile app, no disclosed APIs, and no third-party integrations. The Marthas® brand is a registered trademark held by Marthas Laguna, S.A. de C.V., a privately held Mexican sociedad anónima de capital variable with no parent company, no institutional investors, and no external funding rounds.

Martha's revenue model is entirely transactional and retail-based. The three revenue streams are in-store sale of cakes, pastries, regional sweets, and dairy products across 8 locations; custom cake and event orders priced via individual quotation (weddings, quinceañeras, celebrations); and home delivery within the service area. Pricing is not publicly disclosed, standard SKUs are visible only in-store, and no subscription, licensing, or recurring-revenue model exists. The customer base is a long-tail of regional individual consumers and families, supplemented by regional tourists seeking authentic local confections and a secondary channel of retailers purchasing regional sweets for resale. The company does not identify any large anchor accounts, and its revenue is therefore a function of per-store traffic and seasonal/event-order volume.

Name

Martha's

Legal name

Marthas Laguna, S.A. de C.V.

Website

https://marthas.com.mx

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Martha's is a traditional Mexican bakery and confectionery company founded in 1980 in Coahuila, operating 8 retail stores across the Laguna region. It sells artisanal cakes, regional sweets, dairy products, and custom event cakes to local consumers and visitors.

Ownership category

akta.pro rank

Product category

Artisanal Bakery

NAICS

Baked Goods Retailers (445291), Bakeries and Tortilla Manufacturing (3118), Sugar and Confectionery Product Manufacturing (3113)

SIC

Bakery Products (2050), Sugar & Confectionery Products (2060), Retail-Grocery Stores (5411)

akta.pro primary industry

Artisan & Specialty Bakeries (Sourdough, Heritage Grains) (THAFAFAD)

akta.pro secondary industries

Patisseries & Dessert Boutiques (CRAHAGAB), Specialty Food Gift Shops & Hampers (CRAHAGAN)

Keywords

• Artisan bakery products
• Regional mexican sweets
• Custom celebration cakes
• Fresh dairy products
• Traditional pastries

Headquarters

HQ city

Torreón

HQ country

Mexico

HQ region

Latin America

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. In-store retail sales: Direct retail sales of cakes, pastries, regional sweets, dairy products, and baked goods across 8 physical store locations.
2. Custom event orders: Special/custom cake orders for events (weddings, celebrations) with custom quote pricing based on size, flavor, and decoration requirements.
3. Home delivery service: Delivery service to customer addresses within the service area.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Martha's is a traditional Mexican bakery and confectionery company that produces and sells cakes, pastries, regional sweets (Dulces Regionales), fresh dairy products such as panela and asadero cheeses, cold cuts, and assorted cookies and empanadas. The company operates 8 physical retail storefronts across the Laguna region of Coahuila and Durango, Mexico, and supplements retail sales with custom cake orders for events and a phone-based home delivery service. The business is anchored by proprietary family recipes developed since 1980, including signature items such as jalapeño panela cheese.

Product overview

Martha's is a traditional Mexican bakery and pastry company offering a diverse portfolio of products organized into several core categories: Pasteles (traditional and specialty cakes including chocolate, tres leches, and seasonal flavors), Rollos (swiss rolls), Pays (pies and tarts), Splenda sugar-free line, Dulces Regionales (regional milk candies and confections), Lácteos (fresh dairy products like panela and cheese), Carnes Frías (cured meats), Repostería (cookies and empanadas), and Pedidos Especiales (custom cake orders for events). Founded in 1980 in Múzquiz, Coahuila, the company has grown from regional sweets and dairy products into a full-service bakery/pastry operation with multiple retail locations serving the Torreón area and beyond.

Differentiator

Problem solved

Functional benefit

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Grupo Lala: One of the largest dairy companies in Latin America producing cheeses (including panela), cream, and milk. Comparable to Martha's for its fresh cheese product line, though Lala operates at national scale through retail grocery distribution.
• Grupo Bimbo: The world's largest bakery company and dominant force in Mexican baked goods (Marinela, Bimbo bread, pastries). Highly comparable in product category even though scale and channel mix differ.
• Marinela: Mass-market Mexican packaged cakes and sweet baked goods brand owned by Grupo Bimbo (Gansito, Choco Roles, Barritas). Overlaps with Martha's cake and pastry offerings but at a different price/format point.
• Gamesa (PepsiCo): Major Mexican manufacturer of packaged cookies and crackers. Overlaps with Martha's Repostería cookie line and pallet/cracker adjacent products but at a mass-produced, packaged-goods level.

Direct peers

• Panadería La Vasconia: Traditional artisanal Mexican bakery with multiple retail locations producing breads, pastries, and traditional Mexican baked goods. Shares Martha's artisanal production approach and physical-storefront retail model.
• Panadería El Globo: Mexican specialty bakery chain with company-owned storefronts and cafés selling cakes, pastries, breads, and sweets. Martha's directly competes with El Globo for everyday pastries and celebration cakes in the Mexican retail bakery segment.
• Cajetas Coronado: Mexican producer of regional goat-milk sweets and cajetas widely sold as souvenirs and gifts. Closely comparable to Martha's Dulces Regionales line in product format, occasion, and tourist/gift positioning.

Others

• Nestlé México: Large multinational food manufacturer with Mexican operations across confectionery (Carlos V, Milkybar), dairy (La Lechera condensed milk — a key input), and frozen desserts. Comparable as a broader packaged-food industry peer and through product adjacency.
• Walmart de México (Walmex): Operates supermarket and club-store formats with in-store bakeries across northern Mexico, including Coahuila and Durango. Competes with Martha's for everyday cake and pastry occasions through convenience and price.

Emerging players

• Costco México: Bulk baked goods and sheet cake programs in its Mexican warehouse-club network, including locations serving northern Mexico. Competes for price-conscious consumers purchasing celebration cakes and pastries.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MarthasMx
• Facebookfacebook.com/Marthas.mx

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Martha's