STORIES OF IMPACT

At WESST, we believe the heart of our mission is best told through the journeys of the entrepreneurs we serve. In our Client Stories section, you’ll find inspiring accounts of New Mexican business owners—at every stage of their ventures—who have been transformed through WESST’s consulting, training, lending, and incubation support. These stories highlight how we partner with clients to turn ideas into thriving, sustainable businesses, showing the real impact of guidance, financial tools, and persistence.

From wellness centers, retail brands, and service businesses to manufacturing and tech enterprises, each narrative underscores how tailored resources, mentorship, and belief in their vision helped these founders overcome obstacles, build confidence, and grow with purpose.

Paleteria Michoacana El Paraiso

Veronica Machorro and Simon Luna, husband and wife, own Paleteria Michoacana El Paraíso. They sell paletas (popsicles) in a wide range of delicious flavors, from light and fruity to creamy with a bit of spice. They also sell sandwiches, fruits and desserts. Veronica and Simon used to work for Simon’s brother who owns a dulceria. They noticed that many people came there to buy their ingredients to make paletas. Veronica and Simon have always wanted to own their own business, s

FOOD & BEVERAGE

Peter Piper Pizza Franchise

Daniel Sedillo had been working at Peter Piper Pizza store in Roswell, NM since he was sixteen years old. He had managed the store for five years. After all the hard years of learning, Daniel was given an opportunity of a lifetime. The owner of the franchise wanted to sell the Roswell, New Mexico location and extended the invitation to Daniel to buy and own the store outright. Financing was the most difficult part of the acquisition. After numerous attempts with different ban

FOOD & BEVERAGE

Pioche Food Group

Pioche Food Group is a Native-owned and operated small food service business in Farmington, NM. Justin Pioche is an Ashihii Dine’ born for the Bit’ahnii people and he owns Pioche Food Group in partnership with his sister Tia Pioche. At an early age, his first experience of amazing food came from his grandmother Lorene. With a simple piece of hot frybread and pea soup made from fresh produce planted in her garden, he was hooked. During his senior year in high school, he plac

FOOD & BEVERAGE

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