Turning Dreams Into Reality
By Cris C. Abiva
WOFEX START-UPS 2025 was meant to be a stepping stone for deserving food business entities.
We touched base with the entrepreneurs who were chosen, to find out the latest developments post-WOFEX.
Last year, we launched an initiative meant to help local start-up businesses get much-needed exposure, an opportunity to showcase their products, and get a feel of the market.
The eight enterprises (CocoPure, Filipino Ube House, Honey Queen, Maja Doughs & Donuts, Mr. Tango, Sardinas Fiestas, Tanteo Foods, The Chimney Cone) were given free booths at WOFEX Manila and for four days were able to present their case to the public, so to speak.
We were very pleased to learn about the significant and exciting changes that have come about since then and we are proud to share these with you.
CocoPure
Karl Vincent “KV” Golamco and his wife, Noelle, are the proud owners of CocoPure. Their two products are coconut chips, positioned to be healthier snack choice and flavored coconut water, a healthier alternative to sports drinks. Developed in their home kitchen, 90% thru self-study, Golamco says they are proud of the uniqueness of their coconut products.
He is happy to share that they followed up on the leads generated during WOFEX and are in negotiations with key accounts (two big supermarket chains). They are hopeful that their products – coconut chips and flavored coconut water – will be out on the shelves by first quarter of this year.
Golamco says they tried out for WOFEX Start-Ups to get a feel of the market and to see who will be interested in distributing their products. “We were blessed and humbled by the feedback we received. We know we have to work hard to be able to deliver on the promise of our products.” After the show, they consolidated all the information they were able to gather and got down to serious work.
About their WOFEX experience he says, “The best part was the opportunity to showcase our products in a world-class food and beverage expo at no cost. This platform gave us significant visibility, helped us build brand awareness, and opened doors to meaningful business discussions. We are extremely thankful to WOFEX for the opportunity.”
Golamco says they are also grateful to all the mentors they met for providing insights and guidance. He says the most valuable lesson he learned is “The importance of perseverance. To keep going, stay committed, and continue pushing forward even during difficult times. This was consistently emphasized by all the mentors.”
Filipino Ube House (FUH)
Miguel “Migs” Mejia says FUH’s dream is for the Philippines to become the ube capital of the world – that is how passionate they are at revolutionizing a culinary heirloom. A food technology graduate with a Master’s degree in agribusiness, he is proud to pioneer the country’s first farmer-led value chain for ube, producing powdered and sliced ube.
During WOFEX, he told us about meeting up with French lawyers who came to the Philippines looking for ube suppliers. He said he was working on his organic certification and was getting in touch with an organic distributor in France. Post-WOFEX he happily informs us that FUH has
closed deals for export to France of their conventional and organic ube powder. The buyer paid for the organic certification and their facility, the first ube farm and processing plant in the country, has passed the audit by the European Union (EU) certifying body. Great news, indeed!
Unfortunately, though, the two strong typhoons that hit the Visayas last year impacted on their harvests. They had to pivot by actively expanding their operations to Luzon and Mindanao just to meet the demand. This minor setback, however, will not deter his determination and will only push him to work harder.
Mejia says the best thing about his WOFEX experience was, “Sharpening my personal sales skills, getting a preview of how big the market is for ube in various forms, seeing what other companies are up to, and understanding how to position our company to differentiate ourselves.” He says all his expectations from joining were met on day one. “It was great to be around mentors of such high caliber. It’s an encouragement to perform at a high level because their success is clear evidence that anything is possible,” he adds.
Maja Doughs & Donuts
Architect Romar Rosales and his wife Mary Jane, say they tried out for Start-Ups because, “We wanted to tell our story.” Much like other would-be entrepreneurs, their momentum was stalled by the pandemic. Rosales decided to take his family and crew to Biñan and see what they can do there. It was hand-crafted donuts that gave them hope and it is these same donuts that continue to bring them success.
Of their Start-Ups experience, he says, “The best part is the hope it gave us, the kind of hope that empowers small start-ups like ours to dream bigger and pursue bolder steps. As an architect-turned-aspiring restaurateur, WOFEX has been the closest thing to a professional ‘graduate school’ for me and an educational platform I can share with my team,” says Rosales.
Looking back, he says their WOFEX journey feels like a timeline of growth. In 2023, they came as trade visitors looking for suppliers. Come 2024, he brought his managers to attend seminars at WOFEX U so they can all learn more about managing a food business. In 2025, they were lucky enough to have been chosen for Start-Ups and he was elated to now be considered an exhibitor. Rosales says, “The mentorship, exposure, and support elevated us in ways we never imagined.”
He says one of the lessons that struck him the most came from Mr. Joel Pascual who reminded him to always understand the value of his business to his community. As they became known as Biñan’s handcrafted donut café, they try to find meaningful purpose by working with civic organizations in town.
He says another humbling but powerful insight he got from Pascual, was to not to cling too tightly to the fame of their viral Dome Champorado, even if it was born in their café. While he says it’s easier said than done, he does understand the value of looking beyond a single product and focusing more on developing their donut franchise program with long-term vision. He is also grateful for the help of Ms. Diana Uy in getting them connected with the Philippine Franchise Association.
A strategic step they are taking this year is the opening of a combined commissary and restaurant in Quezon City. This will allow them to serve future franchisees more efficiently and fully maximize the gains and mileage that WOFEX has provided.
“We are proud to say that WOFEX did not just teach us about making things work for our business, it transformed the way we see ourselves and our future.”
Mr. Tango
“Why the name Mr. Tango?”, we asked Jessa Navaja, who started the business with her husband, Justin, in 2019. Her reply is quick – it’s because it takes two to tango and their product embodies the happy energy you get when you dance. She is the perfect spokesperson for her unique line of dessert drinks – eager to share their story and happy that she’s making people happy!
“The best thing about our WOFEX experience was the credible visibility and strategic connections it delivered. It helped us engage with industry decision makers, generate solid reseller leads, and gain early retail and corporate interest that validated our business model.” Navaja says they were able to establish relationships with suppliers who are now part of their growing ecosystem and that the exposure sparked long-term opportunities.
“The most valuable things we learned from the mentors were refining our business structure, scaling operations efficiently, and strengthening supplier partnerships for long-term sustainability.” She especially appreciates learning that scaling is not just about selling more – but about designing systems that can grow without breaking.
She says they are grateful for the advice of Mr. Mike Crisologo of Papel na Liempo on product consistency, smart sourcing, and proper brand positioning. “One key advice from him was to explore ways to extend our product’s shelf-life. This prompted us to take concrete steps so we coordinated with DOST for guidance.”
The couple say the exposure opened a lot of doors for them – securing strong leads that were converted into partnerships that will bring their products into new areas and wider customer segments. They are now proud partner merchants of National University, which will see their carts in the different campuses. If, before, they were just in community bazaars, now they have secured spots in the annual calendars of different bazaar groups. They are looking into catering for BPO firms. All these, while continuing to work on developing new lines and flavors of beverages.
“WOFEX didn’t just bring leads — it proved our model works.”
Queen Honey
For Mylene Menez, honey is more than just a product to sell. A firm believer in its healing powers, she put up Philippine Wild Raw Honey Corp. to offer a rare honey gathered by katutubo from indigenous tribes in Mindanao. These honey-hunters gather what is classified as honeydew or forest honey – an untreated, wild honey with many health benefits.
She was eager to try out for Start-Ups but procrastinated until the last minute. She laughingly says it took 25 takes to get the video requirement done. Menez was hoping that the expo would open new doors for her Queen Honey line, and she got more than what she wished for.
“Our WOFEX journey taught us that commitment to quality and a heart for collaboration can transform local dreams into global realities. We were glad to meet local and foreign exhibitors who purchased our honey, affirming it’s world-class quality. And we were excited to tell people about Philippine forest honey,” she says.
Menez says, “The mentorship provided more than just advice – it gave us a blueprint for impact. The most valuable takeaway has been the power of connection and the duty to lift others. Mr. Joel Pascual not only inspired us to continue the journey but also spurred our commitment to give back. We are now driven to actively connect with other businesses and share our experience with fellow micro-entrepreneurs to, hopefully, create a ripple effect of success.”
“The experience at WOFEX was a true launchpad for significant business growth and exciting collaborations for us,” she avers. After the expo they were able to secure a strategic distribution collaboration that will see their honey exported to Micronesia, marking their first major export. They are also working on an initiative that will assist fellow micro-entrepreneurs in creating a reliable, global distribution pipeline. And if that is not enough, Menez is also embarking on an ambitious project to get her products pass the stringent and aesthetic preferences of the Japanese market.
Just before the year closed, Menez proudly shared that they were finally able to get their Halal certification. It’s something she has been working very hard on so she can bring her honey to Indonesia, Malaysia, and Singapore. In fact, she was banking on her sales at WOFEX to help bankroll the costs of the certification. We are very happy for her and to know that our local forest honey is on its way to conquer the globe!
“The energy, exposure, and validation at WOFEX were unparalleled.”
Tanteo Foods
Erica Urquiaga’s face lights up when talking about bulad. She named her company, Tanteo, which is Spanish for trial and error or guesswork, as it describes her style of cooking – by chamba. Her first attempt was far from perfect, but she knew she was on to something big.
She started Tanteo Foods just last year, after coming back home from living in Australia for 24 years. It was always in her plans to return to her hometown of Dipolog and do something for the people there thru a social enterprise.
The stint at WOFEX was highly appreciated. She says, “The instant feedback from people tasting the product, watching their reactions, answering queries, having real-time interactions – it was the perfect platform to test our bulad dip. You can’t put a price on that experience.”
According to Urquiaga, “Straight after WOFEX, we needed a solid week of recovery! It was such an adventure.” After that, it was back to consolidate data, research, going to DTI and DOST for guidance, then back to the kitchen to further refine the products.
She has since launched an improved Bulad Timplador and a Tanteo Foods storefront that will also carry her Spanish-Style Dipolog Chorizo as well as other products from people she met during WOFEX.
Urquiaga says she is grateful to Mr. Joel Pascual, Atty. Joel Nuñez, and Ms. Chari Zarcal for all the invaluable advice, care, and support she received, as well as those from the other start-ups and the Department of Agriculture. She tried to jot down every little bit of information she could gather in a notebook and says she continues to revisit those notes. It has become her go-to reference guide as she continues her entrepreneurial journey.
She adds, “Here’s a fun story – I also incorporated feedback from Chef Waya Araos-Wijangco into the new packaging. I met her during a WOFEX U class in Cebu and when I spotted her at World Trade Center, I may have chased her down! It was the best decision ever, as her insights were fantastic. Thanks Chef!”
“Honestly, I couldn’t have asked for a better first expo experience. It was the kind of adventure that reminds you exactly why you started this journey!”
The Chimney Cone
The success of his venture, The Chimney Cone, did not come without its heartaches. But as Michael Cristobal tells it, the missteps are what brought him to where he is now. Young couple Michael and Anne wanted to get into business despite still being gainfully employed. He stumbled on a concept that was very interesting and highly unusual – a chimney cone oven. Further research convinced him this was an idea worth pursuing.
Once they had the product, they proceeded to work on a store. With a product that is experiential, it was important for them to have an actual place so people can see how it’s made and where they can enjoy it immediately. It took three bad turns before they found their happy place. It is admirable how Cristobal is very open about his bad experiences with contractors and how he acknowledges the mistakes they made. These are, after all, learning experiences, albeit with an expensive ‘tuition.’
The couple were excited to be chosen for Start-Ups. Cristobal says, ”WOFEX is a big part of our story because it was here that we finally found the contractor meant for us.” He says they knew he was legit because they knew of the reputation of WOFEX specially when it comes to exhibitors.
Of their experience, he says, “It’s a blessing to be able to participate even though we didn’t have the budget to join. We were honored to be chosen, knowing that WOFEX was a major reason why we were able to start our business. We were also able to meet important industry people like Mr. Joe Magsaysay of Potato Corner.” It was during the event that they announced that they are opening their brand to franchising.
Cristobal says, post-WOFEX, they are taking advantage of all opportunities of exposure, be it on television, social media, or face to face events to showcase their product. They have, even, developed a partnership with the Embassy of Hungary to participate in their events. The chimney cone is, after all, a modern innovation of a traditional Hungarian pastry. The dream he says is to go national – to be in every city in Metro Manila.
We extend our congratulations to the first batch of WOFEX Start-Ups. Truly with determination and hard work – anything is possible. The good news they shared with us reaffirms our commitment to helping other food businesses through the trade shows that we hold.
This 2026, we are happy to have partnered with JCI Manila, one of the most prominent and historic local chapters of JCI Junior Chamber International in the Philippines. JCI Manila engages in projects and programs that promote leadership, community service, civic engagement, and positive social impact across a range of sectors.
The partnership between WOFEX and JCI Manila kicks-off at WOFEX Drinks + Bakes with WOFEX Start-Ups: Where Businesses Lead Beyond. The chosen F&B start-ups will once again be provided with a dedicated space in the expo where they can meet industry players, buyers, distributors, and decision-makers while fostering valuable professional connections. They will also be exposed to entrepreneurship experts who will provide practical feedback, insights, and mentorship. What’s more is that, even after WOFEX, they will continue to receive support through a JCI Manila-lead community focused on ongoing mentorship, peer learning, training, and industry discussions, ensuring long-term growth beyond the show.
The collaboration will continue on to WOFEX Manila, this coming July 29 to August 1, 2026.
