Maui County 2022 Women-Owned Business of the Year

Mitzi Toro of Maui Cookie Lady

The Maui Cookie Lady owned by Mitzi & Joey Toro is Maui County's 2022 Women-Owned Business of the Year.

Mitzi’s business started as a charitable effort, fundraising for nurses who helped her father when he was critically ill. She turned it into a business in 2013, baking in a rented space and selling at the farmer’s market. In 2015, her husband Joey built a 2,400 square foot commercial kitchen in their home, providing more control over production.

Her social media expertise garnered national recognition with celebrities, press, national television shows and leading magazines, including endorsements by Dwayne the Rock Johnson, who calls her cookies “decadent and dangerous”! She expanded her online promotions through her website which enabled her to sell cookies to people all over the world.

Despite the challenges she faced during the pandemic, Mitzi continued giving back to the community and continued to pursue her goals. In 2020, she was featured on QVC, and found a beautiful, quaint space in Makawao for her dream retail location.

This article does not constitute or imply an endorsement by the SBA of any opinions, products, or services of any private individual or entity.