New Mexico Distinguished Public Service Awards 2005
Recognizing Those Committed to Making a Difference
Roberto Estrada

Roberto was born and raised in Mesilla , New Mexico . He owns and operates a southern New Mexico landmark, Roberto’s restaurant in Las Cruces . He began his first business in 1968 and continued his entrepreneurial endeavors throughout his career.

He has been an active contributor to the Las Cruces Public Schools and numerous student organizations for more than 20 years. He has been a unwavering supporter of Dona Ana Community College and the Athletic Department at NMSU sponsoring many luncheons, and events. He helps any organization that works to improve his community.

Roberto is probably best known for founding the Whole Enchilada Fiesta in Southern New Mexico – celebrating its 25th year last year. The fiesta is a 3 day celebration of New Mexico traditions, people and great food. Because of Roberto’s efforts, the Fiesta has been recognized as one of the Top 100 Events in the United States . It was recently included in the Guinness Book of World Records.

An unassuming man, Roberto has made an indelible impact on the lives of school children supporting classroom activities and school programs. He donates financial resources for school parent teacher organizations, student clubs and organizations. He enjoys giving of himself and of his business to help children succeed in their classrooms and in their after school activities.
Roberto is the consummate community leader – he leads by example and is widely admired for his willingness to listen and his true generosity of spirit.