At 75 years old, Rogelio Serrano still wakes before sunrise. Not out of habit, but out of devotion to a cookie that has carried the soul of his family and hometown for generations.
Rogelio is a fourth-generation uraro maker from Porac, Pampanga and the heart behind Le Fina’s Uraro, a homegrown brand that honors one of Kapampangan cuisine’s most cherished traditions.
From their own arrowroot plantation, he oversees each step of the process with unmatched care. From harvesting and grinding to baking each batch to perfection, everything is done with pride and precision. “Our uraro is unique and FDA approved.
We molded it into a heart shape because these products are made from the heart,” shared Serrano. Even in today’s fast-paced world, Rogelio holds the line between old and new. His delicacies are not just made by hand but by heart.
Each one tells a quiet story of heritage, simplicity, and the beauty of doing things right. Le Fina’s Uraro is a reminder that businesses built on passion, patience, and purpose deserve to be celebrated.
When you support local, you keep stories like Rogelio’s alive. You support legacy. You taste home. Sweet. Soft. Made with heart.
That’s Le Fina’s Uraro.
