Established in 2003, our family business first started selling kitchenware in a flea market in San Jose, CA. We noticed the popularity of Hispanic food in California and fell in love with the cuisine. Being new immigrants in the US, we found the new flavors, spices and recipes intriguing and loved hearing from customers how food always brought everyone together, in extravagant outdoor celebrations or in their daily cooking. At Roc, we are passionate about making affordable kitchenware accessible to everyone, without compromising on quality. We opened a storefront in DTLA in 2008 to service a wider range of customers and have transitioned online in 2023 to bring our shared love of cooking all over the US. Our Process: We believe in being transparent with our customers - all of our products are DTC (direct to consumer) meaning there is no middleman cost! We communicate directly with the manufacturers and design all our products based on what our customers need. Customer feedback is invaluable - our goal is to provide the best fitted needs for our customers.
