Preheat the oven to 350 F and line a baking sheet with parchment paper. Very grease with coconut oil or other. Set aside.

Using a large mixing bowl, combine the dry ingredients.

In a separate bowl, cream together the palm shortening and maple syrup. Add the mixture into the flour mixture and stir in the vanilla extract until the ingredients are combined and a dough is formed. Add the beetroot powder if desired for extra color.

Transfer the dough to a pastry board or parchment paper. Use a rolling pin to flatten the dough to about 1/4" thick (you just don't want them to be super thin!). Use a heart-shaped cookie cutter to cut the dough. Transfer the formed cookie dough onto the baking sheet. Repeat the process with the remainder of the dough. You should have about 6-7 cookies.

Using a cookie stamp (like this) form your desired writing to add to the cookies (XOXO, I Love You, Be Mine, etc.). Stamp the cookie stamp to the center of the cookie.

Evenly space the cookies on the baking sheet and bake in the oven for 12-15 minutes or until the cookies are lightly golden brown.

Transfer to a cooling rack and allow to cool completely before enjoying.