517 Protacio St. Pasay City info@peptarsus.com 0999-888-5000 (02) 8281-8700 (02) 8929-7993
Sales Group:
Russel G. Cacho
Paulo S. Domingo
Cyrus B. Judan
Ria B. Lugtu
Roxanne P. Moriones
Geraldine M. Soliman
Chari A. Zarcal
Admin/Finance Group:
Jolina D. Candado
Ace D. de Guzman
Ivory O. Espiritu
Jolyn B. Enrile
Melody Lim
James P. Mendoza
Michael R. Rabino
Sharmaine E. Robielos
Ricky D. Villanueva
Communications & Content Group:
Cris C. Abiva
James Antolin
Laurent Dionisio
Wilson Gicos
Jayson E. Jardinero
Harold Lu
Kyle E. Roxas
In exclusive partnership with
Mode Devi Publishing:
Ana Manansala - Publisher
Edison Joseph Gonzales - Editorial Consultant
Cesar Cruz - Writer
Tony Agudo - Writer
Melany Simbul - Editorial Assistant
A WORD FROM THE PUBLISHER
Welcome back!
It’s been a while. As with many other publications, World Food Magazine was halted by the pandemic that was COVID. We have been wanting to return but the journey to recovery of WOFEX had to take priority. But now that we have reached a milestone, there is no better timing for World Food Magazine to resurface than on this celebrated 25 years of The Ultimate Food Show Experience.
Thriving through a quarter of a century is not a small feat. We take this opportunity to rekindle memories, give our event partners a voice, and hear from our many loyal clients. While it is impossible to fit in all that needs to be said within the pages of this special issue, we have painstakingly made every effort to showcase the “village” that makes WOFEX what it is today.
I was quite young when we started the World Food Expo but today, the young man has become a proud grandpa – yup, that’s how long 25 years actually is!
But still, despite all those years, the passion and the drive to strive for excellence has never been more alive (and kicking).
With the many developments in the events industry that is about to happen, 25 years seem far from an ending.
‘The prospects of new and bigger venues make this silver anniversary feel more like a renewed beginning.’
We are excited at how much further we can take our brand and how much more impact we can make in the country’s foodservice industry.
Let me end this page with a sincere appreciation for all the support given to WOFEX from year one, from our post-COVID recovery and all the support we know we can count on as we aim for even bigger and better things in the next 25 more years.
Maraming salamat po sa walang sawang tiwala.
Joel Pascual
With sons, Joshua and Jolo and grandson, Baby Jonah
Pages 9-17
COVER STORY: WOFEX Celebrates 25 Years
• WOFEX’s Journey: From Humble Beginnings to National Food Expo Leader
• Informa Markets Adds WOFEX to Its Asia Portfolio
Pages 34-40
Pages 18-24
PHILIPPINE CULINARY CUP
• How WOFEX & PCC Made Filipino Chefs Global Players
• The Winning Formula
Pages 42–54
Pages 26–33
THE POWER OF PARTNERS
• Building Solid Foundations
Pages 56-57
• PAP and PCC: Bringing Pastry Talents to the World Stage
• LTB Phils. Continues to Champion Culinary Talents
• Worldchefs Await Next-Gen Chefs
• Young Chefs of PYCC Step Up at PCC
TOGETHER WE STAND THE WOFE-X-FACTOR
STRATEGIES FOR SUCCESS WHEN JOINING TRADE SHOWS
• Reflections and Advice from Longtime Exhibitors
Pages 58-67
• The Rise of WOFEX Verticals
• The Power of Information
• The WOFEX Magazine Story
• A Journey Across the Islands
Pages 68-69
TEAM BUILDING
• The Joy of Paying it Forward
• Why We Travel
BITES & BEACONS
Pages 70
WOFEX START-UPS
• Supporting Passion Projects
WOFEX Celebrates 25 Years
As The Beating Heart Of The Philippine Food Industry
Three founders built the country’s biggest, most effective F&B trade show
By Edison Joseph Gonzales
From left: PEPTarsus Corporation’s Vice-President for Finance Randy Manaloto, Chairman of the Board Boydee Dizon, and President Joel Pascual.
Photo credit - Jhong Dizon
Twenty-five years ago, three good friends – Boydee Dizon, Joel Pascual and Randy Manaloto – took a leap of faith that would quietly, steadily reshape the landscape of food and hospitality trade shows in the Philippines.
There was no blueprint, no grand strategy, just a gut instinct, a lateafternoon conversation, and a belief that if something was worth doing, it was worth doing with heart.
“WOFEX started as a partnership between three of us. It began as a side business because we each had our own ventures,” Pascual said. He was approached by Manaloto during an event he was handling pro bono and asked if there was
money in expositions. He said yes. So, they decided to start something small. But he figured – why aim for peanuts when you can shoot for the stars? “That’s how it all began for Premier Events Plus Group (PEPGroup).”
“WOFEX started as a partnership between three of us. It began as a side business because we each had our own ventures.”
From that seed of an idea grew the World Food Expo, now more popularly known as WOFEX, a sprawling, spirited convergence of chefs, entrepreneurs, brands,
and dreamers. More than a trade show, it has become a movement, a lighthouse for passion and a melting pot of ambition and flavor.
Dizon recalls, “It wasn’t exactly a smooth start. The day we all agreed to do WOFEX (after we won and lost a bid to organize another food show) was actually a day that was borne out of sheer frustration. We would have been quite happy just being hired to organize, but because the project was taken from us, we couldn’t accept the loss just sitting down! We needed to prove ourselves and win. And win we did, as in just a few years, WOFEX quickly surpassed the size of the other older expos.” The frustrating start ended up to be a blessing in disguise.
The PEPTarsus Team, from left to right - James Antolin, Melody Lim, Roxanne Moriones, Laurent Dionisio, Ivory Espiritu, Russell Cacho, Chari Zarcal, Jayson Jardinero, Geraldine Soliman, Paulo Domingo, Ria Lugtu, Harold Lu, Jolyn Enrile, Ricky Villanueva, Cris Abiva, Kyle Roxas and Cyrus Zudan.
Photo credit - Jhong Dizon
A SHOW THAT GREW WITH ITS ROOTS INTACT
WOFEX didn’t burst onto the scene with fanfare as it grew quietly, like a tree that knew its roots. “The show has grown organically every year,” Pascual said. A key reason is that they reinvested income back into the show instead of just pocketing it, allowing the event to expand steadily.
But growing in a crowded field meant WOFEX had to dig deeper to stand out. That lightbulb moment came not from a conference room but from a passing remark outside a competitor’s event. “I remember overhearing someone outside a food show say, ‘It’s the same as last year.’ That stuck with me, and it’s the worst thing you can hear about your event,” Pascual said.
From then on, their mantra became: “What will we offer that’s new next year?”That question became WOFEX’s North Star. Not everything needed to be revolutionary; sometimes, even small tweaks made waves in still water.
“We didn’t always need earth-shaking innovations, but consistent improvements moved the needle,” he said. Eventually, the industry noticed, and exhibitors and visitors started migrating to WOFEX organically not because of aggressive sales tactics but because they felt their dedication and love for the show.
Hamming it up with our staff.
“Trust is the true measure of our partnership.”
A TEST OF FIRE, A TURN OF HEART
Behind the polished booths and bustling aisles was a deeply human journey. One of the most pivotal moments in WOFEX’s story wasn’t about logistics or profit but about grief, growth, and letting go. “There was a year when my father was dying of cancer. He passed away the same day as former President Corazon Aquino and was laid to rest on WOFEX’s opening day,” Pascual shared. He couldn’t be there for the first two days of the show.
It was the moment he realized WOFEX could stand on more than his shoulders.
“Until then, I thought WOFEX couldn’t function without me. But the staff stepped up. They held down the fort. That was a turning point. I started trusting my team more and stopped micromanaging. That internal shift helped the business grow faster and stronger.”
What doesn’t break you, as the saying goes, tempers the steel. For Pascual, the show became stronger not in spite of hardship but because of how the team weathered the storm.
As for the partners, “Trust,” says Dizon is the true measure of their partnership. “We were all friends first, before we ventured into this. And though we had many discussions and decisions that required even a split vote (pretty normal in business), but because we all
knew that each of us had, more or less, the same values and objectives for the business - TRUSTING each other’s intentions came first. All three of us were willing to give up the business, if it was going to destroy our friendship. So, the trust and friendship were above first, over the business. And this trust kept us together for 25 years, and beyond!”
BUILT ON HEART, NOT HYPE
For all its scale today, the foundation of WOFEX remains surprisingly simple and deeply personal. “For our visitors, the core principle is value for their time—not just product sourcing, but also education, networking, and entertainment,” he explained. “For our exhibitors, it’s value for their money. We want them to feel that whatever they paid, they got more in return. We live by under-promise, over-deliver.”
Internally, if his staff don’t love the product, they can’t sell it. Pascual wants them to care deeply, even emotionally, about the show. Passion is non-negotiable. In short, if the team doesn’t bleed for the brand, the brand won’t breathe.
Manaloto says, “We are a very lean organization, and we take pride in being efficient and value-driven. We also take care of our employees well and make sure both the workplace and their well-being are conducive to their personal and professional growth. Incentives, including monetary, learnings, skills enhancement, and
experiential travels are carefully evaluated to ensure employees look forward to growing with us.
MOMENTS THAT MOVED THE NEEDLE
Over the years, WOFEX has made bold choices that raised eyebrows and raised the bar. They hosted WOFEX simultaneously at the World Trade Center and SMX, and a lot of people were against it at first, but they made it work.
“It was a logistical challenge, especially shuttling people between venues, but it set a precedent. Now, many other shows have followed in our footsteps,” Pascual said.
Then came the Philippine Culinary Cup (PCC), WOFEX’s most decorated brainchild. “We launched a highly prestigious culinary competition within the expo,” he said, which is the only one in the country recognized by the World Association of Chefs’ Societies.
“Our sponsors were truly international, and our judges were world-class,” he added. What they created inside the show eventually became a jewel in the crown, and something they’re incredibly proud of.
But perhaps the most revolutionary choice was one of philosophy: making knowledge as valuable as products. “For 25 years, no food event in the Philippines had a strong education component,” Pascual said. “We made it a pillar of WOFEX. From the crack of dawn to
the close of day, there are non-stop seminars, stage talks, and demos. You won’t find another event as busy as WOFEX. Everything’s moving: seminar rooms, exhibition floors, demo spaces. That’s deliberate. We want to provide not just products, but food for thought.”
Beyond that is the connection. “We started incorporating more interactive components and experiential zones,” he added. “We created spaces where chefs, suppliers, and entrepreneurs could roll up their sleeves and collaborate. It wasn’t just about booths anymore. We wanted the event to feel alive and kicking.”
LESSONS FROM THE FRONTLINE
For those chasing their own big idea, Pascual offers advice forged in the fire of experience: “Love your product. If you don’t believe in it, neither will your staff nor your audience. Passion shows, especially in live events.”
“Also, trust your team. You can’t wear all the hats. Empower them, delegate, and let them grow. That shift, when I learned to trust my team more, was a gamechanger,” he said.
“Lastly, always ask: what’s next? If you’re not offering something new, your audience will feel it. Stagnation is the kiss of death. Never stop evolving,” he added.
“We will continue to evolve and do better.”
“We want to expand without selling our soul, and we’ll always keep that entrepreneurial passion and service mindset that made it work in the first place.”
WOFEX’S GLOBAL REACH
Any company worth its mettle, would aim for global recognition. In 2018, WOFEX became part of a well-respected international brand – Tarsus Group of Companies. Manaloto says, “The mere fact that we got offers, gave us great confidence that WOFEX has made it to the big leagues and has shown great potential. We actually received offers from three prospective buyers but Tarsus’ offer was the best and gave us full management control.”
In 2023, the Tarsus Group was acquired by Informa Markets. “We are happy to now be part of the biggest trade show company in the world. WOFEX can grow even bigger because of the big name behind the conglomerate.”
In its latest edition, WOFEX drew an outstanding 51,672 trade visitors, reaffirming its status as the Philippines’ leading food expo. The event featured 1,031 exhibitors, presenting a dynamic mix of local and international brands. Notably, 80 percent of the exhibitors were homegrown, while 20 percent hailed from overseas. This perfect recipe of local flavor and global flair continues to position WOFEX as a key hub for culinary innovation and business opportunities.
ALWAYS EVOLVING, NEVER LOSING ITS SOUL
As WOFEX celebrates a quarter-century, Pascual shows no signs of slowing down.
“Our vision moving forward is to keep evolving. We’ve never allowed ourselves to be stagnant, and that will continue,” he said. Whether through digital integration, international collaborations, or year-round community engagement, WOFEX, for him, must remain ahead of the curve.
He draws a clear line in the sand, that no matter how far they scale, they won’t lose what makes them “them.”“More than just scale, we’re focused on meaningful growth,” he said.
THE RIPPLE EFFECT
So, what’s the proudest moment after 25 years at the helm? For Pascual, it’s not about headlines but about human stories.“It’s hard to pick just one, honestly. But if I had to, it would be seeing how WOFEX has opened doors for people, especially small businesses,” he said.
When Pascual hears stories of entrepreneurs who got their first big break at WOFEX, or chefs who gained international recognition through the Philippine Culinary Cup, he knows they’ve left more than a footprint—they’ve planted forests.
Those stories, like seeds sown long ago, now bloom across kitchens, restaurants, and ventures nationwide.
A LEGACY MEASURED IN HEARTBEATS
When asked how he hopes WOFEX will be remembered, Pascual said: “I’d like WOFEX to be remembered not just as an event, but as a movement,” he said,“one that stood for excellence, innovation, and heart.“If we’ve inspired others to aim higher, collaborate better, or care more deeply about their craft, then we’ve done our job.”
He personally hopes people remember that they always led with sincerity—that they were never in it for just the spotlight, but to lift others as they climbed.
Dizon says,“For the three of us, it may still be a “side line” but we continue to grow and to have fruitful business and personal relationships. We always look forward to traveling together with our loved ones and most of all, we remain the best of friends. So, when we are asked if after 25 years our expectations have been met, the answer is ‘sobra sobra na.’”
While the stages may get bigger and the venues grander, WOFEX, at 25 years young, remains powered by one simple truth: when you lead with heart, the world beats to your rhythm. wf
By
Edison Joseph Gonzales
PEPTarsus Team with Ian Roberts of Informa Markets
Informa Markets is deepening its investment in Southeast Asia through the World Food Expo (WOFEX), the Philippines’ biggest and most effective food show.
Ian Roberts, vice president for Asia at Informa Markets, discussed the company’s expansion strategy, its Philippine partnerships, and the long-term vision for WOFEX.
“Informa Markets is the world’s largest trade show organizer,” Roberts said. “We organize exhibitions all over the world. Perhaps our biggest markets are in North America, China, and the Middle East like Dubai and Saudi Arabia.”
Food and hospitality is one of Informa’s core sectors. The company organizes major events such as the Natural Products Expo in the U.S., Hotelex in Shanghai, and FHA – Food & Hotel Asia, the largest food show in ASEAN.
“We’re delighted that Informa recently bought the Tarsus business, which used to be a partner with WOFEX. So now the WOFEX brand is part of the Informa Group, which is great news,” he said.
According to Roberts, WOFEX fits well into Informa’s portfolio of food and hospitality shows.
“It’s similar in nature to a lot of the food and hospitality shows that we organize,” he said. “You’ve got the traditional food part – finished food products targeting importers, distributors, retailers – and then the hospitality side.”
He describes the Philippines as a promising and fastgrowing market. “Big population, food consumption, certainly in segments like the meat industry is growing and getting bigger,” he said.
‘WOFEX is the leading food and hospitality show in the Philippines and really enhances Informa’s position not only in ASEAN but at a global level as well.’
Roberts credited the success of WOFEX to strong local partnerships.
“The partners there, people like Randy Manaloto and Joel Pascual, they’re great. Joel knows the industry very
well. He’s very close to a lot of the key exhibitors, key associations,” he said. “They share our vision in terms of what is possible with WOFEX, what new segments we should be doing.”
But he acknowledged the main operational challenge, which is limited venue space.“The real challenge in the Philippines is the venue is too small,” Roberts said. “Exactly. The partners are great, it’s just the venue size that’s the challenge.”
Roberts outlined two possible paths for the show’s future growth.
“The future I’d like to envisage is a much bigger venue being built in the Philippines so we can then create a much bigger show,” he said. “If we cannot do that, then we need to really create specialized sections under WOFEX.”
Recent segmentation efforts include WOFEX Drinks + Bakes, a spinoff launched at the World Trade Center. “We may need other categories of WOFEX, but in an ideal world, if we had a bigger venue, we would pull all of them together and attract people from all over the Philippines and countries around the Philippines as well,” Roberts said.
On WOFEX’s 25th anniversary, Roberts, offering his message of appreciation, said, “I’d like to thank all the attendees, all the participants, all the delegates for visiting WOFEX on the 25th anniversary. Really, their input and support has been paramount to the growth of this show.”
Informa Markets is recognized as a global facilitator of trade, connecting buyers and sellers across more than a dozen industries, including food, fashion, pharmaceuticals, infrastructure and marine. The company delivers more than 450 events annually in over 30 countries, supported by a team of more than 3,500 professionals.
Its services include face-to-face exhibitions, targeted digital platforms and data solutions designed to help industries innovate and grow. Informa Markets brings specialist markets to life by creating spaces where business happens, 365 days a year. wf
ONE COMPETITION, ONE DREAM:
How WOFEX And PCC Made Filipino Chefs Global Players
Unpacking the competition that made Filipino chefs world-class
By Tony Agudo
When Chef James Antolin came back to the Philippine in 2004, he carried with him years of working as chef the United States—and an unshakable belief that Filipino chefs deserved to stand toe-to-toe with the best in the world.
Today, that vision is alive, thriving, and setting new benchmarks for Philippine culinary excellence. At the center of it all? The Philippine Culinary Cup (PCC) and WOFEX University—two pillars that prove how far passion, standards, and the right partnerships can go.
JOINING WOFEX: A MISSION TO LEVEL UP
It was back in 2010 when Chef James officially joined the WOFEX family, bringing with him the Philippine Culinary Cup. But the seeds were planted years earlier,
in 2006, when he and a small group of Filipino chefs began competing abroad.
“IT FELT LIKE WE WERE JUST THE TOKEN TEAM,” HE RECALLS. “WE WERE THERE, BUT WE WEREN’T REALLY THERE TO WIN.”
That didn’t sit well with him. He wanted Filipino chefs to compete—and win—on merit, skill, and world-class standards. But to do that, they needed the right training, the right competition, and the right stage. That’s when WOFEX entered the picture.
“When we partnered with WOFEX, it gave us the perfect platform. Without WOFEX, PCC would probably not be what it is today. As a standalone, it would’ve definitely been very difficult,” Chef James says.
Chef Fernando Aracama, Chef J Gamboa, Joel Pascual, Chef James Antolin and Chef Buddy Trinidad.
Photo credit - Hector Jaraza
Joel Pascual, President of PEPTarsus, the organizer of WOFEX and PCC, remembers a tumultuous start. “I walked out of that meeting,” he recalls, “because they were asking for too much and had too many demands.” He was talking about the group of chefs that included Antolin, Fernando Aracama, J Gamboa and Buddy Trinidad.
But while the initial meeting may have ended on a sour note – things did end up well. The chefs did not back down from the standards they wanted, they would not settle for anything less than the gold standard of international competition and they knew that they could pull it off. They were able to convince Pascual to their way of thinking, and thus PCC was born.
WOFEX UNIVERSITY: KNOWLEDGE BEYOND THE KITCHEN
Out of that partnership, another game-changer was born: WOFEX University—Chef James’s brainchild for continuous culinary education. “It’s one of my babies,” he says proudly.
Through certified seminars, hands-on workshops, and talks by respected chefs and hospitality experts, WOFEX University gives Filipino F&B professionals a chance to learn, retool, and stay globally competitive—without having to leave the country.
SETTING GLOBAL STANDARDS
From the start, Chef James and his team were clear: the PCC had to meet global benchmarks.“It wasn’t enough to just hold a contest,” he explains. “We had to apply to a higher body, bring in internationally certified judges, and use the same rigorous standards used in world competitions.”
In 2012, the PCC officially came under the World Association of Chefs Societies (Worldchefs)—cementing its place as the country’s only WACS-endorsed competition. Today, the PCC brings in 25 to 30 international judges each year, giving Filipino competitors fair, world-class feedback and invaluable exposure.
BEYOND MEDALS: A PLATFORM FOR GROWTH
While winning is an honor, the PCC’s core value lies in education and exposure.
“This competition isn’t just about trophies,” Chef James emphasizes. “I always ask our chefs, ‘What did you learn? What can you share?’ That’s the true measure of success.”
This has had a significant impact. More Filipino chefs are being invited to prestigious international competitions as serious contenders, and Filipino cuisine is steadily gaining recognition on the world culinary stage.
BRINGING THE SHOW TO THE REGIONS
Chef James knows that true impact means going beyond Metro Manila. So, in 2015, he helped launch the Davao Culinary Cup with the LTB Chefs of Davao, sending local champions to compete on the national stage in Manila. Cebu quickly followed as the next big culinary hub.
“It’s important that we bring people and real buyers to these regional shows,” he says. “It’s how we showcase what the regions have to offer—and help them discover new opportunities.”
THE HEART OF IT ALL
After all these years, what moments stand out for Chef James?
“The best moments are when I hear from competitors or suppliers who say they’ve learned so much, that PCC and WOFEX helped them level up,” he says with a smile. “That’s what we want—to make an impact that keeps people excited to come back every year.”
THE FUTURE OF FILIPINO CULINARY EXCELLENCE
Chef James envisions an even brighter future, aiming not only to maintain but to elevate the PCC’s standards. This includes attracting more international teams, fostering stronger partnerships, and continuously raising the bar for Filipino chefs. The growing interest from global brands further solidifies the Philippines’ position as a major player in the international culinary arena.
Beyond medals and trophies, Chef James hopes each competitor gains invaluable knowledge, experiences significant growth, and develops the drive to inspire others.
‘It’s not just about winning… it’s about what you’ve learned, what you’ll share, and how you’ll lift others up.’
The journey for the PCC and WOFEX is far from over— it’s just beginning. Year after year, the PCC evolves, not merely as a competition, but as a movement dedicated to shaping, refining, and showcasing the dynamic story of Filipino culinary excellence—one exceptional dish at a time.
“That winning is only a byproduct of the hard work, training, and dedication they put into their craft. It’s a reflection of the standards they hold themselves to. It is also a reminder to remain humble and to have the heart to serve others and our country. I want young chefs to understand the value of working hard for something and to realize that there is more to gain in knowledge, skill, and character when we compete with the right purpose and perspective.”
Twenty-five years of WOFEX. Fifteen years of PCC. Countless chefs inspired—and a legacy still growing. Here’s to the next chapter, Chef James—and to a Filipino culinary scene that’s truly world-class. wf
15TH ANNIVERSARY GREETINGS TO THE PHILIPPINE CULINARY CUP
Congratulations to WOFEX on your 25th anniversary! As the premier food service trade show, WOFEX has significantly advanced the hospitality and food industry in the Philippines. Your events have provided invaluable opportunities for professionals to connect, learn, and grow, elevating the standards of our culinary landscape.
A heartfelt congratulations also goes to the Philippine Culinary Cup on our 15th anniversary! As a director of LTB Philippines Chefs Association, I am truly grateful to witness the transformation of the Filipino professional chef and the Philippine Culinary Cup, evolving from humble beginnings to world class! Your commitment to excellence and innovation has inspired countless Filipino chefs and elevated our culinary reputation on the global stage.
Together, both WOFEX and the Philippine Culinary Cup have played vital roles in shaping the future of the Philippine hospitality industry. Here’s to many more years ahead!
Chef J Gamboa - Treasurer and Director of Education, LTB Philippines
Hearty congratulations WOFEX on your silver anniversary! Without a doubt, WOFEX is the largest and most effective Food & Beverage trade show in the Philippines. Kudos to Joel Pascual, Randy Manaloto and their hardworking team.
Happy 15th Anniversary to the Philippine Culinary Cup! From a humble home-grown cooking competition then to what is now one of the most exciting and much awaited international culinary events in the Worldchefs calendar. Thank you for celebrating & showcasing Filipino cuisine and the talent, skill and heart of the Professional Filipino Chef! Mabuhay PCC!
Chef Fernando Aracama - Corporate Secretary, LTB Philippines
For a quarter of a century this event has brought together culinary innovators, food lovers, industry leaders, and passionate entrepreneurs from around the country. What began as a humble gathering has grown into the most anticipated food expo in the Philippines, celebrating flavors, fostering collaboration, and shaping the future of food. Happy 25th Anniversary WOFEX and congratulations to PCC for a milestone 15th Anniversary!
Chef Buddy Trinidad –President, Pastry Alliance of the Philippines
The WinningFormula
PCC shapes the country’s boldest, brightest chefs
By Edison Joseph Gonzales
The Philippine Culinary Cup (PCC) celebrates its 15th anniversary this year – that’s 15 years of honoring the creativity and skill of professional and amateur chefs, not just from the Philippines but also from other countries. One of the highlights of PCC is the selection of the winningest chefs in both the savory and pastry categories. The competitor who wins at
CHEF KENNETH CACHO: UNFINISHED
By refusing to settle, Chef Kenneth Cacho has kept his edge in an industry that punishes complacency. A veteran of the Philippine culinary scene with a reputation for excellence, Cacho still puts himself through the fire voluntarily.
The only three-time winner of Chef of the Year at the Philippine Culinary Cup (PCC), the country’s most prestigious culinary competition, he says it is less about winning and more about remembering why he started.
“Being an established chef doesn’t mean the learning ends,” Cacho said in an interview.“Competitions like PCC push you out of your comfort zone. It wasn’t about proving anything, but about evolving.”
Cacho does not romanticize competition. He describes it as rigorous, often unforgiving, but ultimately transformative. Over the years, it has rewired how he works, both on the plate and in the mind. “It taught me how to thrive under pressure, how to be precise in the most intense moments,” he said. “But more than that, it changed how I think. It made me more focused, more intentional.”
Cacho points to less visible gains – confidence, mental sharpness, and the professional polish that comes with knowing exactly why you do what you do.
least one medal and accumulates the highest points in at least four savory categories is awarded Chef of the Year. It is the same in choosing the Pastry Chef of the Year.
Competing is not easy and there is no shortcut to winning. Hear it from three of the top winners of PCC from the last 15 years.
Chef Kenneth Cacho, three-time winner of Chef of the Year (photo from the 2019 Culinarian issue) Photo credit - Joel Pascual
‘COMPETING DIDN’T JUST MAKE ME A BETTER CHEF… IT MADE ME A BETTER VERSION OF MYSELF.’
Cacho approaches each contest with the same fundamentals: know your dish, know yourself. His advice to aspiring competitors is to “practice until the dish becomes second nature,” he said, “then learn to enjoy the ride.”
He cautions against performance for performance’s sake, urging young chefs to invest something personal into each entry. “What judges remember isn’t just technique,” he said. “It’s the story and the soul behind the plate.”
Cacho believes the PCC has had an outsized impact on Philippine gastronomy, not just by honoring talent but by cultivating it. He sees the event not as a podium, but as a platform. “It’s helped put our creativity and discipline in the spotlight, not just here, but globally,” he said.
He credits the competition with fostering an atmosphere of mutual respect “Everyone wants to do better,” he said. “Not just for the trophy, but for the craft.”
Cacho, the Country Executive Chef of Unilever Food Solutions Philippines, says the competition plays a vital role in keeping chefs moving forward.
Cacho’s guilty pleasure is disarmingly modest despite his exacting standards in the kitchen. “Every time I hit a milestone, whether it’s a win or just surviving a brutal week, I go for a jumbo burger with cheese from Burger Machine,” he said.
The coleslaw, the greasy toasted bun, the unapologetic street flavor – it’s less a meal than a ritual. “It’s not gourmet, and that’s exactly why I love it,” he said. “It’s my edible high five to myself.”
Cacho names Marco Pierre White as the chef who shaped his early ambitions. White, famously intense and unrelenting, made it possible to be both rebellious and refined in the kitchen. “He wasn’t just a chef, as he was a rock star in a chef’s coat,” Cacho said.
He recalls channeling that same fire early in his leadership style – demanding, sometimes volatile – but driven by passion. “I’ll admit it,” he said. “I was a bit of a kitchen tyrant back in the day. But I was just pouring everything I had onto the plate, like he did.”
Cacho’s admiration runs so deep, he named his son Marco. “He taught me it’s okay to be bold. To never settle for ‘good enough.’ That’s the kind of energy I bring to the kitchen every day minus the yelling, of course.”
CHEF JOSHUA BOUTWOOD: COOKING ON HIS OWN TERMS
“I’d like the PCC and WOFEX to keep doing what they do best. They lay the foundations for our youngest, boldest chefs. Without them, many of us wouldn’t be where we stand today.”
And standing is just the start. For Chef Josh Boutwood, the real victory isn’t a medal on the jacket — it’s seeing kitchens become playgrounds for bold ideas, hungry young cooks finding their own flavors, and a Philippine culinary scene ready to claim its place on the world’s table.
The next great taste, the next brave chef, the next unexpected dish — it’s all out there, waiting to be plated. And chefs like Boutwood are here to make sure the fire never goes out.
If you ever find yourself at Helm or Savage, you might notice something unusual about Boutwood’s food. It isn’t loud. It doesn’t beg for Instagram reels or dramatic applause. But if you pay attention, it speaks — quietly but profoundly — of a chef who knows exactly who he is and what he wants his food to say.
Boutwood is no stranger to the stage lights of culinary competition, yet you’d never hear him brag about it. A decade ago, fresh from Boracay’s sandy shores where he opened his first modest restaurant, the young chef returned to Manila to test his mettle at the Philippine Culinary Cup (PCC). He laughs now about the first bruising round in 2011 — mostly bronze medals, each one a humbling lesson he literally wore on his chef’s jacket.
Chef Kenneth’s Ceviche of Smoked Tuna and Flaked Cod with Gribiche (from the 2019 Culinarian issue) - Photo credit - Hector Jaraza
‘BRONZE
IS MY NEW FAVORITE COLOR.’
For many, a result like that might have been a quiet exit. Not for Boutwood. “There was an infectious, undeniable energy in that room,” he recalls. “It renewed my passion. I just knew I had to come back.” And he did — with sharper knives and an even sharper resolve. In 2013 and 2014, he handily won top recognition as Chef of the Year – a back-to-back achievement he is very proud of. He caught the eye of The Bistro Group and the trajectory of his career changed forever. “I wouldn’t be where I am today if not for the PCC and WOFEX,” he says, matter-of-factly.
When asked why, after climbing so close to the top, he stepped away from competing, Boutwood shrugs, amused by the idea of another trophy. “Not to sound arrogant — but my work there felt done,” he says. He knows what defending a title really demands: days of hauling a styro box of perfect ingredients from kitchen to kitchen, five days of intense cooking under the bright lights, six kilos shed from sheer effort and nerves. “I wanted to give more chances to others,” he says simply. “And my restaurants needed me more.”
So he swapped the hot glare of the PCC arena for something equally intense but more lasting — building his own brands, mentoring teams, and now, judging the same competition that once shaped him.
Boutwood knows what the PCC and WOFEX mean for chefs just finding their stride. “It gives you a chance to apply your skills on a real stage,” he says. It’s more than medals. It’s grit, forged under intense pressure — the kind that hardens a chef for everyday service where the stakes are still high but the spotlights are gone.”
Just signing up to compete tells the industry something about you: that you’re not afraid to fail in public. And when you do win — or even if you don’t — you bring that rush of energy back to your kitchen, your school, your hotel brigade. The effect is contagious, he says. “Yearly, everyone is excited for the next WOFEX and PCC. It enriches everyone, especially the younger generation.”
His message to rookies stepping onto the competition floor for the first time is clear: “Do not be discouraged by your first results.” A competition kitchen is a different beast — not a cushioned culinary school or a hotel line that hums on routine. It’s raw. Unforgiving. Exposing every weakness. And that’s the point.
“Use your first attempt to feel it, to learn it,” he says. “Then come back stronger. Never back down. Set a goal, pursue it relentlessly, and chase greatness every chance you get.”
Ballade of Bodacious (from the maiden issue of Culinarian in 2014).
Photo credit - Hector Jaraza
Chef Josh Boutwood, 2013 and 2014 Chef of the Year Photo from the maiden issue of Culinarian in 2014
CHEF BRANDO SANTOS: LET YOUR HEART BURN FIRST
“The constancy of change and the instinctual acts of adaptation and evolution bring us all to PCC,” says Chef Brando Santos, Senior Sous Chef of Unilever Food Solutions Philippines. “There is a craving in every chef to face the culinary arena and participate in oiling one’s chops, pitting oneself against the young, and winning the prized Gold.”
“Even as I have been elevated to Worldchefs Certified Continental Judge, the joy of meal preps, conceptualization of dishes, the spirit of collaboration, and the encouragement of winning has never waned,” he adds.
A Worldchefs-certified continental judge and the 2023 PCC Chef of the Year, Santos remains a fixture in culinary competitions, not for the recognition, but for the fire it stokes within.
For Santos, the competitive drive has not diminished over time; it has deepened. He views the arena as more than a venue for trophies, such that it is a space for reflection, refinement, and relentless growth.
“Competition has helped me live a career of creativity and relentless discontent, and I find joy in passing this passion on to the next generations of movers and shakers. It inspires me to constantly seek improvement and tuning-in with the times. The encouragement brought about by being Chef of the Year has raised my confidence in facing and running with the pace of dynamism,” he says.
That same perspective fuels the guidance he offers to rising chefs preparing for their own time in the spotlight.
‘The most important cue for going into competition is the fire in your heart, and when this burns, keep the flames high!’
“Then prepare. Practice over and over. Finish your dish on time. Talk to people who’ve done it before. Don’t overcomplicate, as simplicity and harmony are key.”
He also emphasized the importance of strategic thinking. “Study your judges. Yes, competitions aim for objectivity, but knowing their preferences helps. When you’re in the thick of it, focus on what you can take out of your dish, not what you can add. Then pray, breathe, and believe. When you get to the competition floor, know that you can do it.”
His advice is grounded in years of experience, having tested his philosophy under pressure and emerged stronger each time. Now in its 15th year, the PCC continues to evolve, and Santos recognizes its impact on the local culinary community. “It’s raised the bar. PCC is the gold standard in Philippine culinary competition. It’s given chefs a national stage to sharpen skills, grow professionally, and aim for
higher highs. Every year, it challenges and equips chefs to be better in craft and discipline.”
Away from the demands of the kitchen, Santos allows himself the occasional indulgence, most notably, crispy pata. “No guilt, just pleasure,” he said.
When it comes to influences, his inspirations are both global and local. “Michel Bras, Daniel Humm, and Thomas Keller, these chefs taught me refinement and vision. Locally, I draw deep respect and influence from chefs Fernando Aracama, Michael Yap, and Kenneth Cacho. Their styles helped shape my own culinary voice.”
Santos stays grounded in one belief that the passion never fades as it just simply evolves in a fast-changing industry. Whether mentoring young chefs or aiming for another gold, he’s always pushing himself to improve. That spirit captures what the PCC, and WOFEX at 25 years, stands for – growth, excellence, and keeping the culinary flame alive. wf
Truffled Chicken Fricassee on Vol-auvent (from the 2019 Culinarian issue).
Photo credit - Hector Jaraza
Chef Brando Santos, 2023 Chef of the Year. Photo courtesy of Chef Brando Santos
BUILDING SOLID FOUNDATIONS:
Choosing the right partners
By Edison Joseph Gonzales and Cesar Cruz
It is not an overstatement when we say, “It takes a village to mount a show, especially one of the scale of WOFEX.” With so many moving parts, things can easily go sideways. This is why it is important to have partners you can rely on for their extensive experience and expertise, solid track record, and proven commitment to their work.
For 25 years, we have been lucky to have partners who not only help us mount show after show, but have grown with us, learned with us, and triumphed with us. These partners have seen us start from a small seed and have been with us in building a strong foundation to become what we are now.
We would like to express our gratitude to them and hope that the collaborations continue for years to come.
“It takes a village to mount a show, especially one of the scale of WOFEX.”
WTC Hails World Food Expo’s 25-Year Rise
Bold debut, global reach redefine trade show possibilities
WOFEX, once a small, homegrown expo, has evolved into a major player in the global exhibition industry over the past 25 years, said Pamela Pascual, chairman and CEO of the World Trade Center Metro Manila.
‘WOFEX has raised the bar in staging a world-class exhibition.’
Pascual said: “It has brought the world to the Philippines and taken the best of the Philippines to the world.”
She credited the show’s continued growth to its adaptability and rising standards year after year, noting that it has attracted the attention of major international organizers, including the former Tarsus Group (now part of Informa Markets).
Pascual also reflected on her first meeting with WOFEX founder Joel Pascual in 2000, when he inquired about renting space at the WTC. “There was understandable curiosity about whether he had the capacity and commitment to pull it off,” she said. “Renting a hall already required a significant investment back then.”
‘‘WOFEX has raised the bar in staging a world-class exhibition.’’
The center still took a chance on Premier Events Plus. “That decision mirrored our long-standing support for promising local organizers, many of whom have since become anchor tenants,” she said.
Today, WOFEX exemplifies the kind of event that aligns with WTCMM’s mission to connect Philippine industries with global markets. “There is no stopping WOFEX,” Pascual said. “I see this exceptional show continuing to scale up.”
She extended her congratulations to Joel Pascual and the entire WOFEX team, calling their achievements over the past 25 years “remarkable.”“Here’s to the next 25 years and beyond,” she added.
PAMELA PASCUAL Chairman and CEO World Trade Center Metro Manila
Lila Cailles, vice president for marketing and business development at the World Trade Center Metro Manila (WTCMM), has been a key witness to WOFEX’s rise since day one. In 2000, she recalled, the show launched at WTCMM with an unusual move: occupying two halls from the outset.
“Unlike most inaugural events that start small, WOFEX took the bold step of occupying two halls immediately, partly to accommodate its culinary competitions,” Cailles said. “Everyone was in awe. It was ambitious and unexpected.”
By its second year, WOFEX had expanded to three halls, and the momentum never slowed. “We were amazed at how quickly the industry embraced the event,” she added.
That early success established a durable partnership between WTCMM and WOFEX. “We’ve developed a strong and enduring collaboration, working hand in hand to support its growth,” Cailles said. The growth of WOFEX has also benefited WTCMM, expanding its reach into the culinary and event management sectors.
Cailles said events like WOFEX play a crucial role in strengthening the Philippine MICE sector as they attract local and international stakeholders, raise standards, and highlight the country’s capacity to host world-class exhibitions.
She called WOFEX a vital platform in positioning the Philippines as a “gastronomic hub in Asia,” attracting buyers, suppliers, and food enthusiasts from across the region. As WOFEX marks its silver anniversary, Cailles offered her congratulations: “Your journey has been nothing short of inspiring. May you continue to grow, launch innovative and impactful shows, and remain a cornerstone of the Philippine events industry. More power to the WOFEX team, and we look forward to the next 25 years.”
“Everyone was in awe. It was ambitious and unexpected.”
LILA CAILLES Vice-President for Marketing and Business Development World Trade Center Metro Manila
WOFEX And CEI: A Relationship of Trust and Shared Growth
Banking on trust, timing, scale to lead show freight sector
For more than 27 years, CEI Cargo OPC has played a quiet but critical role behind the scenes of exhibitions across the Philippines. Specializing in logistics for trade shows, the company ensures that everything from booths to merchandise arrives on time, intact and ready for display.
Founded by industry veteran Dee Ledonio, CEI Cargo evolved from her earlier venture, Coltrans Exhibits Inc. Today, it operates as the sole official freight forwarder for WOFEX, the country’s largest food and beverage trade show.
“I’ve been with WOFEX since the beginning, back when it was just a small event in Megamall,” Ledonio said in an interview.
“There wasn’t even any freight to move at that point, but we saw the potential and built a relationship based on trust and shared growth.”
Ledonio, who serves as CEO, described the company’s partnership with WOFEX as instrumental to its development. “Being the official cargo partner has elevated CEI Cargo’s profile and allowed us to become a trusted logistics provider for both local and international exhibitors,” she said.
‘We don’t just move boxes, as we deliver assurance.’
As WOFEX grew to larger venues such as the World Trade Center and SMX Convention Center, CEI Cargo expanded its capabilities to meet the increasing logistical demands. Today, the company handles freight for international exhibitors and navigates customs clearances, tight schedules, and unexpected challenges with a team of trained professionals.
CEI Cargo’s mission is to provide timely, dependable, and high-quality logistics services, backed by consistent customer support. Its long-term vision is to become the Philippines’ leading exhibition freight handler, recognized for professionalism, integrity and operational excellence.
Ledonio remains bullish on the country’s prospects in the MICE (Meetings, Incentives, Conferences, Exhibitions) sector. “We’re seeing more world-class venues being developed,” she said. “With improved infrastructure and greater coordination with agencies like Customs, the Philippines has the potential to become Asia’s next major exhibition hub.”
As WOFEX marks its 25th anniversary, Ledonio offered her congratulations. “Thank you for allowing us to grow alongside you,” she said. “Here’s to more years of service, success, and shared milestones.”
“Being the official cargo partner has elevated CEI Cargo’s profile and allowed us to become a trusted logistics provider for both local and international exhibitors.”
DEE LEDONIO Founder CEI Cargo Philiipines
Centrex Cites Industry Impact of WOFEX
Celebrating a collaboration built on shared vision, progress
Centrex Corporation is highlighting its role in shaping one of the Philippines’ most prominent trade shows as the World Food Expo (WOFEX) marks its 25th anniversary this year. The design and contracting firm, led by President and Owner Jose Luis U. Yulo Jr., has served as WOFEX’s Official Exhibition and Design Contractor (OEDC) since the expo’s inception.
“Centrex Corporation, as an accredited designer and contractor of exhibition venues in the Philippines, has been the OEDC of WOFEX since its beginnings,” says Yulo.
Centrex, which has been a fixture in the country’s events and exhibitions sector for more than four decades, credits its long-standing relationship with WOFEX to shared values and consistent execution. According to Yulo,“Centrex has a reciprocal and beneficial relationship with WOFEX.”
WOFEX, which has grown into the largest food expo in the country, has become a key platform not just for culinary innovation, but also for advancing the Meetings, Incentives, Conferences and Exhibitions (MICE) sector. Yulo emphasized the broader economic role of the expo.
‘WOFEX plays a major positive impact on the food industry and in the economic development of the country through the MICE industry.’
While Yulo acknowledged that not all collaborations are without hurdles, he characterized Centrex’s experience with WOFEX as overwhelmingly positive.“Like any naturally beneficial partnership, Centrex’s experiences with WOFEX are wholesome most of the time, albeit with the usual normal deviations that are rare,” he said.
Yulo sees infrastructure as a priority for the Philippine MICE sector, particularly as the country looks to attract more global exhibitions.“Hopefully, the MICE industry will introduce the establishment of more exhibition venues to be able to host more and bigger international events,” he said.
He also offered a message of congratulations to WOFEX as it enters a milestone year: “Centrex congratulates and wishes all the best for WOFEX on its 25th Anniversary and for years to come!”
Centrex’s prominence in the exhibition and design industry is built on decades of consistent service and a vertically integrated business model. The company reports having completed over
‘‘WOFEX plays a major positive impact on the food industry and in the economic development of the country through the MICE industry.’’
35,000 projects and maintains all key capabilities in-house –from design and production to electrical and graphics work –reducing dependency on subcontractors.
Centrex is also the only Philippine member of the International Federation of Exhibition & Event Services (IFES), which is a distinction that reinforces its commitment to global standards in safety and execution.
The company emphasizes safety, cost-efficiency and quality control, with a focus on innovation. According to company materials, many of the benchmarks now used in the local exhibition industry were introduced by Centrex.
Established more than four decades ago, Centrex Corporation is a pioneer in exhibition design and contracting in the Philippines. Renowned for its fully in-house capabilities and reliable execution, the company continues to serve major expos and events nationwide, setting industry benchmarks that remain widely adopted today.
JOSE LUIS U. YULO JR President and Owner Centrex Corporation
Cityneon And WOFEX Share Passion For Excellence
Two decades of executional strength, industry influence
Marking more than two decades of collaboration, Cityneon Philippines Inc. and the World Food Expo (WOFEX) have evolved in tandem, growing into key players in their respective industries.
Leading Cityneon’s Philippine operations is Chief Executive Leni Faustino, whose strategic leadership has driven the company’s expansion and positioned it as a prominent force in the MICE sector.
Founded in April 1997, Cityneon Philippines began by offering system booth rentals and event booth fabrication. Over the years, its services have expanded to include interior fit-outs, thematic installations, event consultancy and fullscale event management. The company’s clientele spans telecommunications, tourism, museums and food and beverage, with nearly 200 projects completed annually under its guiding principle: “Creativity Meets Sustainability.”
As an accredited contractor for major venues such as SMX Convention Center and the World Trade Center in Manila, Cityneon has built a reputation for compliance, innovation and quality, attributes that have also defined its long-standing relationship with WOFEX.
“Cityneon has been part of WOFEX for over 20 years, and it’s been an incredibly rewarding journey,” Faustino said.
‘What started as a service partnership has grown into a relationship built on trust, collaboration and a shared passion for excellence.’
WOFEX, now considered the Philippines’ most influential food industry event, has provided Cityneon with opportunities for growth and development. “WOFEX brings together professionals and enthusiasts alike,” Faustino added. “It’s a dynamic platform that sharpens our skills and deepens our industry insights every year.”
Faustino is optimistic about the country’s future as a hub for international events. “In the next five to 10 years, I hope to see the Philippines become a regional powerhouse, driven by innovation, supported by world-class venues and grounded in sustainability,” she said.
Marking WOFEX’s 25th anniversary, Faustino extended her congratulations. “WOFEX has stood as more than just an event, as it has empowered businesses and built lasting
‘‘What started as a service partnership has grown into a relationship built on trust, collaboration and a shared passion for excellence.’’
connections,” she said. “This silver anniversary marks a legacy of passion, perseverance and purpose.”
Under Faustino’s leadership, Cityneon Philippines continues to expand its footprint—demonstrating that creativity, when paired with sustainability, leads to enduring impact.
Bold debut, global reach redefine trade show possibilities
SM Hotels and Conventions Corp. (SMHCC) highlights the event’s role not just as a major trade show, but as a key partner in driving growth and elevating standards in the Philippines’ MICE sector as the World Food Expo (WOFEX) marks its 25th year.
Ma. Agnes Pacis, vice president for commercial, said the long-standing partnership between SMX Convention Center and WOFEX reflects a shared commitment to innovation, operational excellence, and industry impact.
She reflects on the long-running collaboration, the behindthe-scenes mechanics of a largescale expo, and the growing significance of the Philippine MICE industry.
Pacis said SMX’s relationship with WOFEX began in 2010 with large-scale events at SMX Manila. Since then, she added, the collaboration has evolved into a long-standing partnership built on shared goals and consistent delivery.
She credited WOFEX’s team with being “collaborative, forward-thinking, and meticulous,” noting that every edition of the event has become a calendar highlight for SMX.
Pacis said being aligned with the WOFEX brand allows SMX to support a platform that “knows its audience and understands its industry.”The result, she said, is full exhibition halls, engaged visitors, and professionally executed events. “WOFEX is more than just a food show,” she said. “It brings together innovation, commerce, and culture, and reinforces our commitment to hosting high-impact events.”
She emphasized the professionalism of the WOFEX team, pointing to smooth logistics from ingress to teardown as a key reason for the event’s continued success.
Asked what people often overlook about WOFEX, Pacis pointed to its high production standards and tightly run operations. “From the moment they enter the venue, every aspect, from layout to exhibitor coordination, is executed with precision,” she said.
She also praised the event’s marketing capabilities, saying WOFEX generates momentum not through chance but through “strategic, consistent campaigns” informed by years of experience and data.
‘They don’t just bring in foot traffic… They know how to build
anticipation and mobilize communities.’
Pacis said WOFEX is playing a central role in the ongoing evolution of the Philippine MICE industry, which she described as entering a “transformative phase.”Today’s audiences and exhibitors, she said, are looking for more than transactional encounters, as they want immersive, contentrich experiences. “WOFEX brings not just numbers but relevance,” she said. “It elevates standards, drives tourism, stimulates supply chains, and fosters knowledge sharing.”
She added that events like WOFEX are helping shape a more competitive and future-ready MICE landscape in the country.
Asked where she hopes to see the MICE sector in five to 10 years, Pacis called for increased collaboration between government and the private sector, expanded infrastructure, and better integration of digital tools.“We want the Philippines to emerge as a regional leader in Southeast Asia,” she said. “With sustained effort and strong anchor shows like WOFEX, we can compete not just in size, but in quality and influence.”
She also pointed to the country’s cultural richness and hospitality as untapped strengths that could help define its global brand for business events.
On WOFEX’s 25th anniversary, Pacis offered a message of appreciation and optimism.“Congratulations on 25 years of meaningful contribution to the food and beverage industry, and to the Philippine events sector at large,” she said. “It’s been an honor to be part of your journey. Here’s to more bold ideas, more milestones, and more impact.” wf
‘‘They don’t just bring in foot traffic… They know how to build anticipation and mobilize communities.’’
AGNES PACIS Vice President SMX Convention Center
TOGETHER WE STAND
By Edison Joseph Gonzales
The Philippine Culinary Cup (PCC) is the premier culinary competition in the country.
Being the only World Association of Chefs Societies (Worldchefs)-accredited competition in the Philippines, it has become the holy grail for amateur and professional chefs and cooks seeking to showcase their skills and gain recognition for their artistry.
As PCC celebrates its 15the year, we would like to say thank you to the organizations that have been with us from the beginning. These include LTB Philippines Chefs Association (LTB), the Pastry Alliance of the Philippines (PAP), Worldchefs and the Philippine Young Chefs Club (PYCC). We value your commitment to PCC and appreciate all the hard work that you do for the show.
PAP And PCC: Bringing Pastry Talents To The World Stage
Shaping the next generation of global pastry champions
For 25 years, WOFEX has been a driving force in the Philippine food industry, a dynamic platform where culinary ambition meets opportunity. Central to this legacy is the PCC, the nation’s premier culinary competition.
Among its most committed champions is Chef Buddy Trinidad, president of the Pastry Alliance of the Philippines (PAP), whose collaboration with WOFEX has played a key role in bringing Filipino pastry talent to the global stage.
A LAUNCHPAD FOR CULINARY EXCELLENCE
Trinidad says, “The partnership between WOFEX and PCC has been integral in discovering new talent in the industry.”
For more than a decade, the PCC has provided chefs, pastry artists and aspiring culinarians with a platform to showcase their skills, with WOFEX acting as both the stage and the spotlight. Together, they have transformed humble kitchen hopefuls into world-class competitors, raising the bar for excellence in Filipino pastry arts.
OPENING INTERNATIONAL DOORS
The collaboration between PAP and WOFEX extends far beyond local recognition. It has become a gateway to the global culinary scene. “The Pastry Alliance invites all winners of the pastry categories to be included in the next international competition,”Trinidad explained.
This open-door approach gives deserving talents a chance to represent the Philippines on international stages, a dream few might have envisioned without the foundation laid by PCC.
PROUD MOMENTS ON THE WORLD STAGE
Among the many international competitions where PAP and PCC alumni have competed, one moment stands out. “The first time we represented the Philippines at the Coupe du Monde de la Pâtisserie in Lyon, France in 2015,” recalls Trinidad.
That year marked the country’s debut in one of the world’s most prestigious pastry competitions, a landmark achievement that came about from the PCC competitions at WOFEX.
RAISING THE BAR, YEAR AFTER YEAR
Competitions like PCC do more than reward talent, such that they cultivate it.
‘‘The rate of improvement that we see every year is amazing. It gets tougher to judge every year.’’
Each edition brings new waves of innovation and refinement, proving that the Filipino pastry community isn’t just keeping pace with global trends, but setting its own. Trinidad is elated that competitors continue to face the challenges with professionalism and dedication to their craft.
Pastry Alliance of the Philippines President, Chef Buddy Trinidad
LTB Phils. Continues To Champion Culinary Talents
Turning competition into community, shaping global-ready chef leaders
Few names resonate as strongly with WOFEX and the PCC as Chef Jerome Valencia. A chef, judge, mentor, advocate for Filipino culinary talent, and President of LTB Philippines Chefs Association, Valencia has been at the forefront of a movement that’s helped elevate Filipino cuisine onto the global stage.
For Valencia, the partnership between LTB, WOFEX, and PCC goes beyond a yearly event. “This partnership contributed immensely to putting Filipino professional chefs in the limelight. It connected our journey from schools to restaurants, hotels, and even opportunities abroad,” he explained.
Through this collaboration, countless Filipino chefs have transitioned from students to professionals, finding opportunities both locally and internationally.
Valencia’s career began on the competition floor as a student vying for medals. Over the years, he advanced from PCC competitor to rookie judge and, eventually, to a Worldchefs-certified international judge.
“It opened doors for my career as a chef, and I’m very thankful for that.”
Each role expanded his skills and deepened his appreciation for the craft, which is a journey he now hopes to inspire in the next generation.
What started as a national competition has grown into a premier international event. The PCC now attracts top talent from abroad, eager to compete in what many describe as a uniquely high-energy and rewarding experience.
Valencia recalls a telling remark from chef Alan Oriel, head chef of Emirates Flight Catering: “The PCC has made a name as the most exciting, ‘funnest’ competition in the world.”
That kind of praise, he said, reflects not only the rising standards of Filipino chefs, but also the spirit and professionalism they bring to the table.
While the spotlight shines on medals and rankings, Valencia pointed to a different highlight, which is the
awarding night. This is where chefs come together not just to celebrate victories, but to bond over shared experiences and the passion that brought them there.
“It’s not just about winning, but about connecting with people who share your passion – that’s what you remember most,” he added.
It’s this sense of community, he believes, that turns a competition into a lasting memory.
Looking at his journey from hopeful competitor to respected international judge, Valencia sees WOFEX and PCC as incubators of growth. ‘
‘‘You see what wofex and the pcc have done right, that they built not just a competition, but a home where chefs find their footing, test their limits, and pass on the craft to the next wave of culinary dreamers.’’
These events, he said, are as much about building futures as they are about honoring excellence.
Valencia reflects on the journey and looks ahead with optimism as WOFEX celebrates its 25th year and the PCC its 15th. “To the next 25: may we keep cooking boldly.”
LTB Philippines President, Chef Jerome Valencia
Worldchefs Await Next-Gen Chefs
PCC takes the lead as standard-setter for chef professionalism
When Dr. Rick Stephen steps onto the competition floor at the PCC, he arrives with more than experience. As VicePresident of Worldchefs and Chairman of the Competition & Culinary Committee, he raises professional standards and develops the next generation of chefs.
Chef Stephen sees a natural alignment between PCC and Worldchefs as both prioritize youth training, culinary education, and structured mentorship. “At the end of the day, they are our future,” he said, referring to emerging chefs.
Over the last decade, Chef Stephen has observed WOFEX evolve into a central culinary event in Asia. He calls it “a Mecca for food and new food trends,” citing its adherence to international judging protocols and its influence in pushing local chefs to meet global benchmarks.
According to him, PCC stands out for its seriousness and structure. “You’ve got chefs in white jackets walking the floor,” he said, referring to the industry professionals whose presence attracts both suppliers and innovators. For him, it’s this level of professionalism that elevates the competition.
Asked what it takes to succeed on the world stage, Chef Stephen responded: “Train and train and train. Fail to train –train to fail.” He advocates for structure and repetition, not gimmicks. “Draw it. Time it. Practice it,” he said. Even the most basic seasoning, he added, should not be overlooked. “Salt and pepper still matter.”
Though he’s judged in countries around the world, he maintains a personal affinity for the Philippines. “There’s a buzz here,” he said, citing the hospitality, energy and camaraderie unique to Manila. On a previous visit, he even trained briefly at Elorde’s Boxing Gym, reflecting his commitment to staying sharp, inside and outside the kitchen.
Chef Stephen recalled seeing student teams react to victories with the kind of emotion more often seen at concerts than culinary events. He described these moments not as spectacle, but as evidence of deep commitment and discipline.
‘‘This is what global standards Look like when done right.’’
He offers a message of appreciation, and challenge, as WOFEX marks its 25th year and PCC celebrates its 15th Anniversary.
“We’re excited that you’re here and can experience this complete atmosphere of a culinary extravaganza,” he said. “We’re already looking ahead to the 20th anniversary. We want you to be part of that journey.”
For him, the medals earned at PCC are meaningful, but not as important as the chefs who earn them. In every dish, he said, there’s a sign that culinary excellence continues to evolve. “Here’s to the next generation,” he added.
Worldchefs Vice-President, Dr. Rick Stephen
Young Chefs Of PYCC Step Up at PCC
Rising culinary talents gain real-world skills, lasting mentorship
While top chefs often steal the spotlight at culinary competitions, it’s the rising stars behind the scenes who are quietly transforming the industry. Among them is 19-yearold Carl Justine Abitonia, president of the Philippine Young Chefs Club (PYCC), who is helping shape the future of Filipino cuisine through his work at WOFEX and the PCC.
“Our job at PCC is really to support the organizers, LTB and the Pastry Alliance, and make sure the event runs smoothly,” Carl shares. “We guide competitors, help with logistics, and assist wherever we’re needed. It’s not always glamorous, but it’s real experience.”
Participation in the PYCC is entirely voluntary, and that’s exactly what makes it meaningful.
‘‘We do this because we love it. It builds our passion, gives us confidence, and teaches us how the industry really works.’’
Through the efforts of WOFEX and LTB, PYCC members are granted rare access to seasoned chefs, innovative booths, culinary seminars, and even job or internship opportunities. What may begin as a volunteer stint often becomes a solid foundation for a professional career.
PYCC members work side by side with industry professionals, ask questions, observe how high-functioning kitchens operate, and, in many cases, compete themselves. The group also participates in outreach initiatives like Kawa Pilipinas, where they prepare meals for underserved communities. “PCC is a special kind of experience. You get to see real chefs, new food trends, and amazing dishes. Every year is different. Every year I learn something new.”
There’s also time for fun. Whether it’s a late-night bonding session over street food or a packed awards night, camaraderie runs deep among these young chefs.
done more than just stage events; you’ve shaped futures. For students, professionals, and food lovers, WOFEX has been a platform for growth and innovation. We’re proud to be part of it.”
And for PCC’s 15th year: “Happy 15th anniversary, PCC! You’re not just a competition; you’re a stepping stone. Thank you for giving young chefs like me the chance to learn, compete, and dream bigger. Here’s to more years of inspiring excellence where the best meet to compete.wf
PYCC President, Carl Justine Abitonia
STRATEGIES FOR SUCCESS WHEN JOINING TRADE SHOWS
WOFEX sets the gold standard in F&B trade exhibitions
We are only as good as the show we put out, and the show is about showcasing top F&B brands and suppliers.’
For 25 years, we have been lucky to have exhibitors who carry the best food and beverage products, cooking and baking ingredients, manufacturing machines, tableware and other front of the house supplies, packaging materials, sanitation and cleaning products, business solution services, catering supplies, bakery and coffee equipment and tools, and more.
WOFEX is grateful for their loyalty and support, with some having been with us from day one. We are happy that they not only join the grand show in Manila but also the regional shows around the country. We are grateful for their trust and look forward to more years as partners together.
Here they share some of their thoughts on the show and about their Unique WOFEX Experience.
ON JOINING FOR THE FIRST TIME…
“We first joined in 2014. We had just established our business the year before. We saw WOFEX as the ideal platform to introduce our B2B offerings, including wholesale coffee and coffee equipment to a wider market.
Since that first booth, Yardstick has returned to WOFEX almost every year. For Tang, the value lies in the opportunity to meet potential clients, reconnect with existing customers, and build brand awareness and also to keep them connected to the broader food and beverage community.”
Kevin Tang, Yardstick Coffee –President and Co-founder
“We were still new then, back in 2010. Our goal was simple: get our specialty products into people’s hands. WOFEX gave us access to supermarket buyers, chefs and food service professionals – people who helped build our brand. We’ve joined every year since.”
Armida “Jheng” Werdenberg, Ascona –Managing Director
“We first joined in 2010 because WOFEX presented a good opportunity to market and introduce ourselves to potential and current customers through a trade show. Our customers consider the event an important source of information to meet existing and new suppliers and for us, it really provides a channel to market ourselves effectively.”
Elaine Gatchalian, Dane International – Executive Vice-President
“We decided to join WOFEX because it’s very organized, professionally run, and impactful,”
Peter Co, FERNA –General Manager
“Our team had been looking for ways to introduce Master Siomai to a wider audience in 2010 and found WOFEX to be the most strategic venue. It stood out as the place where serious players in the industry gathered. We’ve participated every year since. The show has helped us attract franchisees, increase our visibility, and gather direct information from customers.”
Ernilito “Ernie” Chan, Master Siomai –President and Chief Executive Officer
“We decided to join WOFEX because it’s very organized, professionally run, and impactful.”
KEVIN TANG Yardstick Coffee – President and Co-founder
ELAINE GATCHALIAN Dane International – Executive Vice-President
“We decided to join in 2015 to connect directly with the F&B industry and showcase how our POS solutions can help businesses work faster, smarter, and more efficiently. WOFEX is the perfect platform to meet decision-makers, promote digital transformation, and stay updated on trends.”
Dave Appleton, Condor POS Solutions RP Inc.
–Chief Executive Officer
“We first joined WOFEX in 2022 as a sponsor in the culinary competition then expanded with a dedicated booth in 2023. WOFEX is one of the most important food-related trade shows in the Philippines. It aligns well with our target market and provides an effective platform to promote Canadian beef.”
Deanna Kao, Canada Beef Inc. –Director of Market Development for Taiwan and Southeast Asia
“We decided to join in 2002 because as a beginner in the baking industry, we saw it as a valuable opportunity to expand our reach, attract more customers, and grow our business by connecting with a wider market and potential partners.”
Ricky Valero Achievers Food and Bakery Ingredients Corp. –President
ERNILITO “ERNIE” CHAN Master Siomai
President and Chief Executive Officer
DAVE APPLETON Condor POS Solutions RP Inc.
Chief Executive Officer
JACK CHAN
Advance Marketing Corp.
Vice-President
DEANNA KAO
Beef Inc.
Development for Taiwan
Southeast Asia
ON THE BENEFITS OF PARTICIPATING IN THE BIGGEST TRADE SHOW ON F&B IN THE COUNTRY…
“Definitely customers! Gained a lot of friends in the industry, too. WOFEX has delivered practical results. Participating in WOFEX has not only help increase our sales but also gave us great exposure.” Jack Chan, Golden Advance Marketing Corp. –Vice-President
Lee credits WOFEX with helping their company maintain visibility in a highly competitive industry and helping to
secure new clients, strengthen relationships with existing ones, and gather market insights.
“More than just exposure, it’s about building trust and staying top of mind. And it’s not just about selling products, but about helping clients bring their restaurant vision to life.”
The trade show also serves as a listening post, as he and his team use the event to track design trends, test ideas, and hear directly from end users. Gilbert Lee, Match Contract Furniture – President
“Being part of WOFEX has helped us build our brand image, widen our market reach, and has helped increase our brand recall in the coffee industry.”
Yasmin
Vasquez,
Allegro Beverage Corporation –President and CEO
“We gained greater brand visibility among Filipino buyers, chefs, and food professionals. It has allowed us to directly engage with key stakeholders, introduce the attributes of Canadian beef to new audiences, and strengthen relationships with our local importers and partners. The event also provides valuable opportunities for sampling, chef demos, and face-to-face B2B interactions.”
Deanna Kao, Canada Beef Inc. –Director of Market Development for Taiwan and Southeast Asia
“We’ve proudly been part of WOFEX for the past 25 years. This reflects our deep commitment to the F&B industry and our belief in the value that WOFEX brings, not just in Metro Manila, but across the country. We have been able to tap into high-potential regional and local markets, build strong relationships with local distributors, retailers and foodservice operators, and strengthen our brand visibility and trust.”
Diya
Pessumal,
World Class Concepts Corp. –Director of Finance
ON TAKING PART IN WOFEX REGIONAL SHOWS…
“There are staple regional shows that we do, like Cebu and Davao, but we also try to participate in other regions when we feel that we can expand in that area. Regional shows are effective in reaching a broader market, and also teaches us how to approach clients, as NCR business slightly differs from regionals.”
Alvin Lago, Conlins Coffee World Inc.
–Sales and Marketing Director
“Being part of WOFEX has helped us build our brand image, widen our market reach, and has helped increase our brand recall in the coffee industry.”
“We’ve participated in WOFEX’s regional roadshows in Cebu, Davao, Baguio, Boracay and Iloilo. These events allowed us to introduce our products to new markets, to offer samples, and close on-site sales. Whenever WOFEX entered a new city, Ascona made sure to be there.”
Armida “Jheng” Werdenberg, Ascona –Managing Director
“We join shows, particularly in Cebu and Davao, to extend our reach beyond Metro Manila. These shows allow us to connect with different markets and introduce our products to new customers.”
Maureen Magsakay, KLG Foodservice –Brand Specialist for Cambro
We’ve participated in WOFEX’s regional shows in Davao, Cebu, Cagayan de Oro, Bicol and Iloilo to broaden our market reach. Our goal is to grow our clientele outside Metro Manila and these events help us connect with local businesses and make the brand accessible across the country.”
Diya Pessumal, World Class Concepts Corp. –Director of Finance
“This year, Match Contract Furniture returned to WOFEX’s regional shows – Cebu, Davao, and Iloilo –after a 10-year hiatus. It’s a move long overdue. These shows allow us to connect with clients outside of Metro Manila, many of whom are growing fast and looking for trusted suppliers. It’s important for us to be present not just online, but on the ground.”
Gilbert Lee, Match Contract Furniture –President
“We have not had the chance to join the regional shows but we recognize their value in reaching new markets. We look forward to exploring them in the future.”
Kevin Tang, Yardstick Coffee - President and Co-founder
“We make it a point to join the regional shows as they help us connect with local entrepreneurs, which is vital to our commitment to nationwide service. We’ve joined in Cebu, Davao, and Baguio. It’s important because our market is not limited to Metro Manila.
Ernilito “Ernie” Chan, Master Siomai –President and Chief Executive Officer
“We join regional shows because it’s an opportunity to reach target markets in the provinces, especially those who cannot come all the way to Manila.”
Ricky Valero – Achievers Food and Bakery Ingredients Corp. –President
DIGITAL MARKETING VS FACE-TO-FACE
“The food industry still needs active participation and interaction. We can’t just accept everything we read online at face value. People need interaction, sampling, actual discussions, and to actually feel the products and services up close to be able to make sound business decisions ”
Alvin Lago - Conlins Coffee World Inc. - Sales and Marketing Director
“Face-to-face remain vital for us as they let us engage directly with the business owners, demonstrate our POS solutions in action, and build trust through real-time interaction.”
Dave Appleton, Condor POS Solutions RP Inc. –Chief Executive Officer
“While digital marketing has become more prominent, face-to-face interaction remains essential in the food industry. When someone tries your product and his face and lights up, that moment is priceless.”
Armida “Jheng” Werdenberg, Ascona –Managing Director
“Face-to-face interaction is still essential in the food industry, where product experience is key. Events like WOFEX allow us to offer on-site tasting, demonstrations, and direct interaction with buyers and users, which are difficult to replicate online.”
Deanna Kao, Canada Beef Inc.
–Director
of Market Development for Taiwan and Southeast Asia
“We strongly believe that the local market still prefers and responds to in-person events and shows better.”
Peter Co, FERNA –General Manager
"Even in today’s digital shift, we believe face-to-face events are very relevant. They allow us to personally connect with customers and build stronger relationships..."
KLG Foodservice continues to invest in face-toface exhibitions despite the rise of digital platforms. “Attending a face-to-face event brings more excitement to the customers. They can see, feel, and interact with our products, and with us. It’s also a great way to stay updated on the latest trends.”
Maureen Magsakay, KLG Foodservice
–Brand Specialist for Cambro
Allegro remains committed to face-to-face connections despite digital trends reshaping business engagement. “Digital transformation for businesses is a progressive means of reaching out to the target market, but we still believe that fostering interpersonal relationships creates a better bond. Having the ability to read the body language of the client and vice versa, cultivates that connection.”
Yasmin Vasquez, Allegro Beverage Corporation
–President and Chief Executive Officer
“People still like to do business with suppliers and customers whom they have met personally. While the digital medium provides an initial opportunity to say hello, nothing beats meeting customers F2F to create rapport.”
Elaine Gatchalian, Dane International – Executive Vice-President
“Even in today’s digital shift, we believe face-to-face events are very relevant. They allow us to personally connect with customers and build stronger relationships. We can also quickly answer their questions and negotiate pricing and terms.
Ricky Valero – Achievers Food and Bakery Ingredients Corp. –President
ADVICE FOR OTHERS WANTING TO JOIN WOFEX
“WOFEX, for me, remains the gold standard for trade shows in the F&B industry. We’ve tried other expos but WOFEX and the PEP group have really good people behind them. The promotions, activities, quality of visitors, and their support for exhibitors are top-notch. So much that we only plan and participate in WOFEX Manila and their regional shows annually.”
Alvin Lago, Conlins Coffee World Inc. –Sales and Marketing Director
“Come prepared – not just with your products, but with your story. WOFEX attendees are curious, discerning, and eager to discover something new. Be authentic, be present, and listen as much as you promote. It’s not just about selling, it’s about building partnerships.”
Ernilito
“Ernie”
Chan, Master Siomai –President and Chief Executive Officer
“Join the regional shows aside from Manila, organize additional activities within the booth, and invest in joining WOFEX shows because they are worth it. Plus the organizers take very good care of us! They also invest in bringing in quality visitors to the shows.”
Elaine Gatchalian, Dane International – Executive
Vice-President
“If you want to grow your brand, WOFEX is one of the best platforms out there. It’s not just an event, it’s a serious business platform.”
Armida “Jheng” Werdenberg, Ascona –Managing Director
“For us, WOFEX has opened doors to new customers, dealers, suppliers, and business opportunities. Choose the right show and you’ll get good results.”
Peter Co, FERNA –General Manager
“Focus on engaging in live demos that highlight your products real-world value. We found that showcasing how our systems can streamline F&B operations sparked meaningful conversations and built lasting customer interest.”
Dave Appleton, Condor POS Solutions RP Inc. –Chief Executive Officer
“Give it a try and see it for yourself. In this industry, no other platform offers the scale and impact WOFEX does. It offers unparalleled opportunities.”
Jack Chan, Golden Advance Marketing Corp. – Vice-President
“If you’re looking for a quality exhibition, WOFEX is the place to be.”
Maureen Magsakay, KLG Foodservice –Brand Specialist for Cambro
“Have a strategic approach. Set clear goals, invest in your booth, promote in advance, capture leads and follow up. It’s more than just putting up a booth, it’s a business opportunity. WOFEX has the potential to open doors you didn’t even know existed. If you show up with purpose and passion, the results will follow.”
Diya
Pessumal, World Class Concepts Corp. –Director of Finance
“Plan ahead. Know what story you want to tell through your booth, and make sure your team is aligned. Having a clear presentation of your products and services makes a big difference.”
Kevin Tang, Yardstick Coffee - President and Co-founder
“Be intentional with your booth designs and actively engage with attendees. Know your audience and make your booth speak to them. Don’t just stand behind the booth. Engage. Talk. Ask questions. That’s how you build real connections.”
Gilbert Lee, Match Contract Furniture –President
“Choosing the right trade show can be overwhelming and is crucial. It’s not just a matter of getting your brand out there. If the organizers give importance to your partnership, it makes a very big difference - if they see you not just as a number but a long-time partner in the business. That’s the kind of value added courtesy WOFEX has.”
Yasmin Vasquez, Allegro Beverage Corporation –President and Chief Executive Officer
“If you’re thinking of joining but budget is tight, try one booth first. Prepare engaging displays, offer samples, if possible, and be ready to talk to a wide range of people. Most importantly, take the opportunity to listen and learn from your customers and fellow exhibitors. It is important to have knowledgeable and capable people manning your booth to avoid wasting resources. Make sure potential clients are accommodated well.”
Ricky Valero – Achievers Food and Bakery Ingredients Corp. –President
“Take the time to clearly define your goals, whether it’s building brand awareness, generating leads, or strengthening distributor relationships. WOFEX attracts a diverse range of industry players, so make sure your booth design, product messaging, and staff are all aligned with your target audience.”
“You should also maximize the opportunity for sampling or live interactions as these are highly impactful. Plan ahead of logistics, product availability, and local support, and be ready to engage with both trade professionals and curious consumers. Lastly, follow up! The connections made during the show can lead to long-term partnerships –but only if you continue the conversation after the expo.”
Deanna
Kao, Canada Beef Inc. –Director of Market Development for Taiwan a nd Southeast Asia
ON THEIR MEMORABLE WOFEX MOMENTS
“A pivotal moment came when the organizers created a whole coffee area just for us coffee suppliers. We already had a home in WOFEX, but when they did this, it was like giving us our very own room. Everyone was there and it became a venue to showcase all our strengths and really have fair competition.”
Alvin Lago, Conlins Coffee World Inc. –Sales and Marketing Director
“Yardstick’s first WOFEX exposure was a defining moment. Seeing people engage with what we were doing, that validated everything we worked hard for. Another would be seeing how much the coffee scene has grown each year, with more specialty roasters and passionate entrepreneurs entering the space.”
Kevin
Tang,
Yardstick Coffee - President and Co-founder
“Among our most memorable WOFEX experiences? Being featured on TV to promote our company and sealing deals with VIP customers.”
Elaine Gatchalian, Dane International
– Executive Vice-President
“If you’re looking for a quality exhibition, WOFEX is the place to be.”
“One moment that stands out was when a long-time franchisee visited our booth to thank the team for helping her build a stable livelihood for her family – it was incredibly moving. Another was in 2018, when we unveiled a new brand and the feedback was both affirming and energizing.”
Ernilito “Ernie” Chan, Master Siomai – President and Chief Executive Officer
Seeing business owners interact with our system firsthand and express relief at how it can solve their day-to-day challenges is very rewarding. And having restaurant owners sign up for demos on the spot after experiencing the system live are standout moments.”
Dave Appleton, Condor POS Solutions RP Inc. –Chief Executive Officer
“I value the opportunity to travel and meet new customers across the country. Every city has its own unique charm and it’s a great way to learn what different markets need and connect with people on the ground.”
Jack Chan, Golden Advance Marketing Corp. – Vice-President
“Among my most memorable moments at WOFEX was a visit from farmers from Benguet and Nueva Ecija. They weren’t customers, but I was able to connect them with chefs and restaurant owners looking for local produce. It felt great to help create that bridge between farmers and the food service industry. Another unique WOFEX moment is when we see longtime clients travel hours from the provinces to attend the show. When they drop by our booth, it makes all the effort worth it.”
Gilbert
Lee,
Match Contract Furniture –President
“Two moments stand out in my WOFEX experience. One was in 2023 when I returned to the coffee industry. I was so surprised at how WOFEX had transformed – it can now rival international trade shows. The second standout moment was Allegro winning Booth of the Year at the inaugural WOFEX Drinks + Bakes in 2025. It was exciting and made me proud of my team and everyone who brought our booth design to life.”
Yasmin Vasquez, Allegro Beverage Corporation –President and Chief Executive Officer
“Some of the memorable moments of Ferna at WOFEX include the time we first introduced Frosty Boy products in 2009 and the jam-packed product and baking demonstrations we had at out booth from 2010-2012.”
Peter Co, FERNA –General Manager
What Food Is Your Guilty Pleasure?
Matec Villanueva – Steak and lobster.
Victor Barangan – Fishballs.
Janette Toral – Spanish sardines and laing — simple, flavorful, and comforting.
Ian Roberts – There’s a lot. I enjoy Japanese, Asian, and Italian food. Easier question: what food don’t I like?
Jose Luis Yulo Jr. – Healthy food, like sardines.
Valeri Valeriano & Christina Ong – We’re easy to please… dalin mo lang kami kay Mang Larry at Aling Bebang’s, happy na kami!
Ma. Agnes Pacis – Cheese, and bottled regional delicacies like buro and pickled sweets from food trade shows.
Pauline Lagdameo – All kinds of sinigang.
Aaron Aw – It rotates between chicken wings and chocolate chip cookies.
Lila Cailles – Crispy pata — crispy outside, tender inside, and worth the extra calories.
Buddy Trinidad – Chocolate ice cream.
Carl Abitonia – Pasta in all forms — creamy, cheesy, spicy, tomato-based. It reminds me where I started and always brings me back.
Jerry Cabalce - Kare Kare
Dave Appleton – Chocolates and fattened crabs.
Jack Chan – The unhealthy stuff, but nothing specific.
Diya Pessumal – Vegetable sinigang with rice, especially when it’s rainy.
Kevin Tang – A bowl of ramen on a cold, rainy day.
Deana Kao – Poutine! Crispy fries, cheese curds, and gravy — the ultimate Canadian comfort food. I sometimes add grilled Canadian beef to make it “healthier.”
Dee Ledonio – Chocolates and sweets — especially sans rival and anything with chocolate and caramel. I also love fries, SPAM (with rice!), salty snacks, and Coke Zero. Guilt-free… sort of.
Leni Faustino – Savory sausages, dark chocolate, juicy burgers, and cheesy pizza. Simple, satisfying, irresistible.
Elaine Gatchalian – Comfort food — nothing beats sinigang at home after a long day.
Peter Co – Michelin-starred hole-in-the-wall food.
Ricky Valero – Chocolate. I can’t resist it. It’s my pick-me-up — rich, sweet, and comforting any time of day.
Ian Roberts – “Hero” isn’t quite right, but I admire those who’ve supported our shows — like Otto Weibel and Kenny Kong. They’ve done more for the industry than many celebrity chefs.
Jose Luis Yulo Jr. – No one in particular, but I admire food that transcends borders.
Janette Toral – Chef Sau del Rosario for his artistry, passion, and cultural pride.
Ma. Agnes Pacis – Filipino chefs and food entrepreneurs who preserve heirloom recipes while innovating. They’re the heartbeat of shows like WOFEX.
Valeri Valeriano & Christina Ong – Chef Nicholas Lodge. More than a global sugar art icon, he was a dear friend and mentor. As Head Judge of Cake Fiesta Manila, he gave us international recognition and his unwavering support. We carry his legacy in every show.
Pauline Lagdameo – All chef instructors — formal and informal — who generously share their knowledge. They’re the industry’s unsung heroes.
Aaron Aw – Margarita Fores
Buddy Trinidad – Thomas Keller — precise, refined, and fully dedicated to the craft.
Carl Abitonia – My dad. We started a small food stall together. Even when he worked abroad, his passion for food inspired me.
Jerry Cabalce - Ms. Clang Garcia
Dave Appleton – Chef Zhe Jacinto. She’s more than a chef — she’s a force in the local scene.
Jack Chan – I learn from different professionals and styles.
Diya Pessumal – Judy Ann Santos. She’s a mom, chef, entrepreneur — and completely authentic.
Dee Ledonio – I enjoy practical chefs like Jamie Oliver and Nagi of RecipeTinEats. But my real hero is my grandmother. Her Kare-Kare, Rellenong Bangus, and Adobo are my forever comfort food.
Leni Faustino – Anthony Bourdain. He told stories through food, spotlighted Asian cuisine, and gave Filipino dishes global respect.
Elaine Gatchalian – Any chef who adds a local touch to a dish.
Peter Co – Elena Arzak
Ricky Valero – My mom and mother-in-law. Their cooking is full of love and creativity — every meal was special.
Yasmin Velasquez – My mom, grandma, and eldest sister. Sundays were always a feast — their passion made food unforgettable.
Alvin Lago – Anthony Bourdain
Kevin Tang – Frontliners who tirelessly serve — they’re the real heroes.
Maureen Magsakay – Chef Brando Santos and Kenneth Cacho
Gilbert Lee – Anthony Bourdain
Deana Kao – Chef Anna Olson
THE RISE OF WOFEX VERTICALS
WOFEX carves niche markets in the competitive expo space
By Cris C. Abiva
WOFEX started its anniversary year with a brand-new show called WOFEX Drinks + Bakes. It was conceptualized as a two-in-one show to focus on all things brew, bar and bakes.
The concept for WOFEX Drinks began two years ago when WOFEX launched a new segment called The Philippine Bar Scene during WOFEX Manila. In partnership with Drinks Be With You, Inc. (DBWY), a group comprised of key figures in the local bar and beverage industry, the first ever barfocused trade show in the Philippines made a huge splash as its energy and vibe replicated a typical bar scene you will find anywhere in the world.
The success of The Philippine Bar Scene and the enthusiasm of the industry sparked the idea for a niche show. In a move to a vertical show, WOFEX Drinks came about. But this show would not be limited to bar drinks but also other top beverages of choice like coffee, tea and other non-alcoholic beverages.
Vertical shows are more narrowly focused to just one type of product or service with visitors coming from a very specific market, allowing the organizer to concentrate on the objectives. The success, though, largely depends on the attraction for the product or service. Horizontal shows, on the other hand, involve vendors coming from a wide variety of products and services that may cover several industries. It was, thus, a challenge for WOFEX to get into this type of venture. It was a gamble we took – and it played off!
WOFEX Drinks evolved into WOFEX Drinks + Bakes when WOFEX partnered with Cake Fiesta Manila (CFM), run by pastry chefs Valeri Valeriano and Christina Ong. The union created a show that would highlight the synergy between beverages and sweet baked treats. CFM is the country’s first and biggest cake show, making it the perfect match for WOFEX - the biggest and most effective trade show on F&B in the country.
WOFEX Drinks + Bakes opened to a large crowd on March 27, 2025 at the World Trade Center. Cakes of all shapes, designs and sizes overflowed at the lobby display area –competing for honors in various categories that included,
among others, Hyper-realistic Cakes, Themed Cookies. Sculpted Cakes, and Wedding Cakes. It wasn’t all cakes that overflowed during the three-day event. There was coffee, tea, wine, liquor, beer, cocktails, mocktails – you name it, the beverage was there!
It wasn’t all tasting and sampling, though, as serious competitions was also ongoing at the Philippine International Coffee Competition, the Inter-Collegiate Bartending Competition Skills National Competition, and the Cake Wars. To ensure the competitions were worldclass and run professionally, WOFEX partnered with elite organizations, namely DBWY, the Filipino Coffee Institute (FCI) and CFM to run the contests that were judged with a selected panel of foreign and local judges.
The first ever WOFEX Drinks + Bakes was a standout success –from the range and number of exhibitors to the world-class competitions, the fully-packed workshops and beverage seminars, and the number of visitors who came. It was a wonderful way to start off our 25th year anniversary and a great start to our foray into vertical shows. This will surely be something we will continue to cultivate.
Watch out for WOFEX Drinks + Bakes 2026 – it will definitely be more exciting and jam-packed with business and learning opportunities. We can’t wait to see all of you again – for all things brew, bar and bakes! wf
MEET THE NEW MEMBERS OF THE WOFEX FAMILY
Aaron Aw of DBWY:
WOFEX is a really good show to partner with. It was very serendipitous how the partnership began but we're always very happy with the turnout. We're also still in awe on how an organization as big as WOFEX is willing to work with groups like ours in order to develop new products. This type of collaboration is not common for brands as big as WOFEX but we appreciate and value their willingness to collaborate. Happy anniversary to the WOFEX team! We all appreciate how you've uplifted the food and beverage industry in the Philippines. You make us want to be better. Here's to another 25 years.
Valeri Valeriano and Cristina Ong of CFM:
The partnership with WOFEX felt like a full-circle moment we never expected, but wholeheartedly dreamed of. When we started in 2019, our hearts were simply set on creating a space for Filipino bakers and sugar artists to be seen, celebrated, and inspired. Over time, our dream grew — and so did the show. We are grateful that WOFEX saw our passion and gave us the wings to fly farther, faster, and with greater impact. Suddenly, all the ideas we once shelved because we were just two people with big dreams — now feel possible. Happy Anniversary WOFEX from two bakers with big dreams. Thank you for being a pillar of growth, opportunity, and inspiration in the Philippine food industry. You’ve empowered thousands of entrepreneurs, chefs, and creatives to level up and dream bigger. We’re incredibly honored to now be a part of your legacy. Here’s to 25 years of flavor, innovation, and connection — and to many more years of rising together.
Jerry Cabalce of FCI:
The WOFEX Drinks + Bakes team was the best team we ever worked with. It's not about the number of people but the quality of work and professionalism they brought to the table. The most rewarding aspect of our partnership was witnessing our competitors become happy and satisfied. Congratulations to WOFEX on your 25th Anniversary! From humble beginnings to a pride of the Philippines, your event has become the industry's dream to be a part of. Here's to more years of empowering the industry and fostering culinary excellence. Cheers to your remarkable journey and the milestones ahead!
THE POWER OF INFORMATION
Bold debut, global reach redefine trade show possibilities
By Cris C. Abiva
Having correct and current information can lead one to make sound decisions, be it about business, career or life in general. But in the age of fact-checking, it is important that one’s sources are unimpeachable, up-to-date, and verifiable. That is something we make sure we provide at WOFEX’s education arm.
We subscribe to the adage, “Learning is a lifelong process.” It’s not a matter of age, intellect, need or willingness to learn, but a fact of life. This is why education is one of the pillars that make WOFEX a success and why in 2012 we opened WOFEX University.
WOFEX UNIVERSITY
WOFEX U, as it is more popularly known today, was set up to educate and empower entrepreneurs and industry professionals, both established and aspiring ones, through seminars led by experts in the field. It is advanced education beyond what is learned in a classroom. The shared business language and experiences make the sessions real opportunities for professionals to learn from professionals.
Asked about the success of WOFEX in attracting participants, Kyle Roxas, WOFEX U OIC, cites three top reasons: relevant and practical topics, direct access to industry experts, and the strategic co-location with WOFEX.
‘Our seminars are carefully curated to address the real-world needs of entrepreneurs and industry professionals.’
‘‘Our seminars are carefully curated to address the real-world needs of entrepreneurs and industry professionals.’’
“Attendees consistently highlight in their evaluation forms how the sessions provide valuable, actionable insights that they can immediately apply to their businesses and professions.” He says the attendees appreciate a lot the direct engagement with seasoned speakers particularly during the Q&A portion. Roxas also attributes the high attendance to WOFEX U being part of the expo. He says, “The attendees can maximize their visit by learning from the experts then exploring the expo floor to source and purchase products, discover new trends, and meet new suppliers.”
WOFEX U seminars are not just offered during WOFEX Manila but also during the regional shows where we’ve seen a strong sense of anticipation and excitement to learn directly from industry experts.
What are some of the most well-attended sessions? Any class that has to do with costing is always jampacked, even when the classes where in the form of webinars during the pandemic. Rightfully so, as finances are at the heart of any business.
SENSORYEX
In 2021, we launched SensoryEx, another forum for learning in the form of hands-on workshops where the senses enhance the learning experience. Classes are designed to be participatory so the learning is immersive and fun. These workshops became a hit not just in Manila but also in the regional shows. They were not easy to put together, as Ria Lugtu, who’s in charge of the project will tell you. She says, “Every session is a product of intensive research and study of what the market wants. Workshops are designed so participants don’t just learn recipes or techniques but get ideas on how to use what they learn to potentially start their own business.”
According to Lugtu, the workshops have been successful because the topics are relevant, the instructors are experts, and the sessions are both educational and fun. Some of the most attended SensoryEx sessions were those on local sausagemaking, Jelly Art Cake and sourdough breads.
Speaking of the pandemic, WOFEX seminars and workshops kept going even during those troubling times. The staff had to quickly learn to navigate new technology, adapt to digital platforms, and re-design programs for a virtual format that required significant effort and flexibility. Roxas says audience engagement was also a challenge.“The target market was hesitant to invest on learning amid the uncertainty,” he says. But the staff worked together to learn the ropes in this new online arena and slowly the attendance started climbing. The experience pushed our people to learn, adapt, and innovate to get things done.
Even SensoryEx workshops were done online during the pandemic. A notable one was the Cheesemaking Session with renowned cheese maker, Olive Puentespina of Malagos Farms. Participants were sent the cheese-making kits then made their own fresh cheese in their own kitchens while following Ms. Olive via Zoom. It was a highly engaging class filled with excitement as everyone scrambled to turn milk into curds to make ricotta, with much success.
WORLD FOOD SUMMIT
Another venue for learning are the conferences under World Food Summit. These are events that cover the burning issues of the day in the form of dialogues or summits, business meetings, and panel discussions. Among the issues, WOFEX has covered are food sustainability, food waste, agriculture initiatives, halal trade and tourism, and farm to plate, among others. These events are in collaboration with advocacy groups, local government units, NGOs, and other industry organizations like Slow Food Philippines, the Department of Agriculture, the Department of Tourism, RestoPH, to name a few.
In 2018, WOFEX held the first Hotel Summit and Expo. Lugtu says, “The idea was to create a dedicated space where visitors from the hospitality industry could not only source products and supplies but also attend learning sessions to learn about current trends and issues.”The summit was well-attended by hospitality professionals not just from Manila but also from other regions. The sessions and panel discussions covered current and emerging trends and were conducted by well-respected industry stalwarts. The Hotel Summit continues to attract crowds whenever it is featured at a WOFEX show, further strengthening our belief that professionals recognize and welcome continuing education.
“The idea was to create a dedicated space where visitors from the hospitality industry could not only source products and supplies but also attend learning sessions to learn about current trends and issues.”
POCKET EVENTS
During the shows, there are other avenues for learning, like TechTalks, Kitchen Theater and the Beverage Stage. TechTalks is a forum where the latest in technology and innovation in the F&B industry are discussed by tech experts in short but meaningful sessions. The Kitchen Theater, is where visitors can watch chefs and culinary personalities do live cooking, baking and product demos, while at the Beverage Stage it’s demos on coffee, tea, cocktails and other beverages
that take centerstage. All these are designed to give visitors opportunities to learn from experts in the field.
Information is power and having access to relevant and accurate data from highly credible sources can help one make informed decisions to achieve one’s goals.
That is the aim of our education arm and why we make sure learning opportunities are an integral part of all WOFEX shows. wf
Ms. Janette Toral handles the Self-Development Track of WOFEX U. She is a Maxwell Leadership Executive Program Leader and E-commerce and Digital Marketing Trainer.
“Speaking at WOFEX U is my way of supporting the organizer’s powerful advocacy of bringing timely and relevant knowledge to the food and hospitality community. I believe in their mission of equipping professionals with tools that they can use when they need them most. I truly enjoy the energy and commitment of the participants. Whether in Manila or the regional legs, attendees show up eager to learn, ask questions, and immediately think about how to apply new insights to their businesses. That kind of engagement is deeply rewarding.”
Chef Pauline Lagdameo holds the WOFEX U record for having the most number of attendees for her class on food costing. She is the Foodservice Commercial Chef of Kraft Heinz South-Southeast Asia and Hong Kong, is a WACSaccredited judge and culinary instructor.
“I believe that WOFEX U has always been the perfect venue to be able to share my knowledge and skills to those who are interested in learning about the F&B industry, whether they be professionals, students, or even just the general public. Their sessions are always practical and relevant, and are able to reach those who would not normally be able to attend sessions such as these. Despite being the instructor, I am also able to learn from the participants when they share about their experiences in the industry. There is always a diverse audience that we usually get varied questions and experiences that we can all learn from so the sharing is very informative and fun.”
Ms. Matec Villanueva conducts classes on branding for WOFEX U. She is an advertising and marketing practitioner for over 35 years and is Director for Marketing and Communications at the Ateneo de Manila University.
“I always say yes to a WOFEX U invitation to speak because WOFEX stands for excellence, resilience, and entrepreneurship—values that resonate deeply with me. It has established itself as a credible platform that empowers food businesses and F&B professionals to grow, thrive, and rethink what’s possible. More importantly, WOFEX recognizes that effective marketing and communications are not luxuries, but essential tools for any business, especially SMEs, to compete and stay relevant in today’s fast-changing environment. I want to contribute to that mission—helping industry stakeholders discover the power of storytelling, branding, and audience connection as key drivers of growth and transformation.”
“I enjoy engaging directly with entrepreneurs and industry professionals—hearing their stories, challenges, and aspirations—and then guiding them through the process of reimagining their brands. For many SMEs, marketing can feel overwhelming or secondary to operations. But when they begin to see how clear messaging, strong visuals, and strategic communications can open up new markets or deepen customer loyalty, it becomes a gamechanger. Being able to spark that shift in thinking is always rewarding.”
Chef Vic Barangan lectures on various culinary topics at WOFEX U. He is a food and business consultant specializing in concept development, financial analysis and operations optimization for restaurants.
“I look forward to coming to speak at WOFEX U because I enjoy meeting the participants and answering all their questions during the Q&A portion. It is also an opportunity for me to visit the expo, where I am able to see and reconnect with chefs and also see new products and meet suppliers. Congratulations WOFEX for years of educating and helping chefs and business owners by offering short courses that help them in their day-to-day work.” wf
MS. JANETTE TORAL
CHEF VIC BARANGAN
CHEF PAULINE LAGDAMEO
MS. MATEC VILLANUEVA
LET’S HEAR IT FROM OUR WOFEX U EXPERTS
THE WOFEX MAGAZINE STORY
World Food magazine returns, reigniting its legacy of industry impact
By Cris C. Abiva
An accidental meeting at a coffee shop was the start of the World Food Exchange. My partner, Aileen Jaraza and I, bumped into Joel Pascual of WOFEX and he brought up an idea he had been mulling for some time – a trade magazine for the expo. This was in 2009.
The maiden issue of World Food Exchange came out in August 2009 with the theme “The Business of Baking.” In 2013, the magazine title was tweaked to World Food (The Business of Food). The content continued to be trade-related but we took the effort to balance it out with relevant information for culinary students and would-be entrepreneurs who have become part of our readership. The following year, we came up with a special issue called Culinarian. This featured the stories of top chefs, cookbook authors, cuisine advocates, rising young stars in the industry, food editors, and other F&B professionals. We would eventually put out six issues of Culinarian.
Doing a trade magazine was not easy. The stories we needed to do were not ‘pang-masa’, required a lot of research and sometimes, even foreign to me. It was a bit difficult to find writers who could handle the story the way we wanted, resource persons were not easy to pin down for interviews, and it was a challenge to not stray from trade to lifestyle. In time, I think we struck the perfect balance. Practice does make perfect, almost.
In the 6th year and after the 21st issue of World Food, we received a Silver Anvil Award from the prestigious Anvil Awards of the Public Relations Society of the Philippines for the service the magazine provided to the F&B industry. ‘Pascual proudly proclaimed, ‘We got Anvil-ed,’ as World Food earned its place in the country’s F&B history.’ In the course of 10 years and 35 issues, we are happy to have served a purpose and to have provided a medium for learning.
The pandemic, as expected, brought the magazine to a halt, but we remained hopeful, that someday, World Food would once again be seen in the WOFEX shows and that we will be back bringing you the latest news, innovations, and trends in the F&B industry, as well as stories of top culinarians. That time is now. Welcome back World Food magazine! wf
‘Pascual proudly proclaimed, ‘We got Anvil-ed,’ as World Food earned its place in the country’s F&B history.’
A Journey Across The Islands: The WOFEX Nationwide Campaign
WOFEX drives regional growth in food and beverage
By Cris C. Abiva
In the third year of WOFEX, Joel Pascual found himself in conversations with expo visitors who came all the way from Mindanao. While they were happy to experience the expo, they had one burning question,“When will you bring WOFEX to Mindanao?” It was a question that he would repeatedly get, way into the fourth year of WOFEX. They assured him there was a market waiting – buyers who were ready to spend cash for their business needs but who found airfare rates to Manila prohibitive, at that time.
And so, in 2005, WOFEX decided to stage its first show outside of Manila. The chosen destination: Davao City. The show had the unwieldy title of Food Processing & Packaging Expo and was designed to serve the growing food processing and packaging industry in the region. The show was wellreceived as it negated the need for buyers to travel to Manila to look for suppliers to source their needs and people were excited to finally have a trade show right at their doorstep.
The subsequent years saw WOFEX traversing the country from north to south mounting regional shows that brought buyers and sellers together under one roof. To date, WOFEX has been to 12 provinces in 10 regions.
Today, the WOFEX Regional Campaign travels to four or five provinces annually bringing top local and foreign F&B suppliers to different parts of the Philippines for the biggest and most-focused trade show on F&B in the region. The shows offer the best of both worlds as the people in the region are offered easy access to suppliers and, at the same
To date, we’ve taken the show to 12 provinces in 10 regions.
Art by Rita Santiago
time, the suppliers have the opportunity to tap new markets in the area. These shows may be smaller in scale than the big show in Manila but they nonetheless carry the complete supply solutions.
The silver anniversary of WOFEX actually coincides with two other momentous events in terms of the regional shows. This year was the 20th staging of WOFEX Davao and the 19th staging of WOFEX Cebu – two major milestones in WOFEX history.
Regional shows are challenging to mount. You need to get support from the local government units and from private organizations, logistics can be a nightmare, seeing to the needs of numerous exhibitors out of their comfort zone can be tiring. You need to cope with existing local marketing options, manage accommodations and transport and, even, deal with limitations of the venue or the area.
The appeal of regional shows cannot be discounted, though. Pascual says seeing exhibitors amass on-site sales, seeing equipment after equipment tacked with “SOLD” signages, and
discovering unexpected markets are just some of the reasons they continue to do the shows.
‘Some of the most unforgettable moments in a regional show is watching as buyers pay for their purchases with hardearned cash stuffed in bayongs.’
And one of the biggest fulfillments, he says, is how many F&B companies have now entrusted their national marketing campaigns through the WOFEX Nationwide expos.
It’s not all work for the staff, though, as going to the regions means seeing beautiful tourist spots, partaking of regional food, enjoying water and sports activities, learning more about our diverse culture, and meeting kababayans.
For all its challenges, WOFEX will continue to do the regional shows because they matter to the people in the region, they matter to the exhibitors and we truly enjoy bringing The Ultimate Food Show Experience to the different corners of the Philippines. wf
THE JOY OF PAYING IT FORWARD
PEPTarsus builds purpose-driven teams through long-term CSR with lasting community impact
By Joel Pascual
25 YEARS OF GROWTH = 25 YEARS OF BLESSINGS.
Through the years, PEPTarsus has always been aware of its inherent responsibility to help the under privileged. While it owes much of its success to the support of its exhibitors and sponsors, it has never really considered any payback. The growth and business opportunities provided by WOFEX to our participants, seem to be enough of a shared blessing.
That is why, for years, we have instead chosen to pay it forward to the less fortunate, to those that need help the most. Our beneficiaries have included orphans, street children, the elderly, kids with cancer, the disabled, the Golden Gays and many others. Some activities have included providing school supplies, basic necessities, medicines, books, and food, of course! We’ve done a baking workshop, a trip to the zoo, and fun parties with clowns, magicians, and lots of games and grand prizes.
But our favorites have been projects that have long lasting effects in people’s lives. Some of these projects include helping build homes with Gawad Kalinga Foundation, building a Children’s Playground for a community needing a place for kids to safely frolic, planting trees to help the reforestation of mountains ravaged by floods, and building a library powered by solar energy at a remote island near Siargao, a community with no electricity.
Such CSR activities aren’t just one-way streets. In as much as we are able to help others, we are also able to etch out the right mindset within our team.
‘The immeasurable joy and fulfillment that comes with being able to give one’s time, effort and/or money to help unburden others can result in an impassioned and purposeful team.’
These traits that add value to the relationships we build with our clients and event partners.
A quote from the Spiderman movie goes, “With great power comes great responsibility” and so we take seriously the need to keep paying it forward. wf
‘‘The immeasurable joy and fulfillment that comes with being able to give one’s time, effort and/or money to help unburden others can result in an impassioned and purposeful team.’’
WHY WE TRAVEL
Global exposure keeps the WOFEX team grounded, inspired, future-ready
By Joel Pascual
In the Philippines, there is one indisputable food show that can truly be considered as “the biggest.” In terms of size, global participation, visitor traffic and effectiveness, no other food show even comes close.
While the above are facts, they may also lend to complacency and over confidence on the part of the team running the show. This is the impetus to which we started sending our people to food shows around the globe. This is because the reality is, when compared to the global giants, WOFEX is still quite small.
‘‘When the WOFEX team sees this,they are able to plant their feet on the ground and aspire to grow and be better.’’
Incentive travel is the I in MICE. This is when employees are sent on a trip to build loyalty, camaraderie and gain more knowledge. It serves an important purpose in the business world, most especially in very dynamic industries like the exhibition industry.
Hong Kong, Singapore, Thailand, Indonesia, Shanghai, Germany, France, UK, America are but some of the many destinations visited by the WOFEX team wherein a combination of trade show visits and tourism are enjoyed by them. Bleisure or business with pleasure makes for a team that is enlightened of foreign cultures, experienced of international tourism practices, and knowledgeable of the latest and best MICE industry trends and technologies.
PEPTarsus shall continue to indulge its team to more incentive travels because there is enough proof of concept as seen in the continued growth and evolution of WOFEX. wf
SUPPORTING PASSION PROJECTS
By Cris C. Abiva
There are more ways than one to pay it forward. This year, as part of our silver anniversary, we launched, WOFEX Start-Ups – our way of giving deserving entrepreneurs a leg-up by providing them free access to WOFEX.
We believe in the creativity of Pinoy entrepreneurs. We want to help them realize their visions and achieve their dreams by giving them a platform to showcase their products, share them with people and gain recognition for their brands.
WOFEX Start-Ups is a business innovation project that will give lucky business ventures a free space at the World Trade Center during WOFEX Manila. They will also get mentorship opportunities from established entrepreneurs, media exposure, and the chance to share their products with the more than 50,000 trade visitors who usually attend the expo.
These are the eight lucky enterprises that will get to be a part of the first WOFEX Start-Ups: Filipino Ube House, Honey Queen, The Chimney Cone, Mr. Tango, CocoPure, Maja Doughs & Donuts, Tanteo Foods, and Sardinas Fiestas.
Filipino Ube House is based in Bukidnon. They are into farming and processing ube products that are to be sold to food manufacturers for intermediate use. According to Miguel Mejia their business strategy focuses on investing in training and building up the capacity of farmers in the Eastern Visayas region as they believe that community and cooperation are at the heart of everything we do. They proudly declare that their big dream is “to become the ube capital of the world.”
Honey Queen is a Cainta-based enterprise that helps indigenous honey hunters earn a living while we enjoy the healthy benefits of forest honey. This type of honey is produced by bees collecting nectar and honeydew from various plants and trees in forested areas. Mylene Meñez says their product has a lot of potential not just in the local market but also internationally, which is why she values the exposure at WOFEX and why they are working on their halal certification.
The Chimney Cone is the passion project of business owner and selfdescribed ‘dreamer,’ Michael Cristobal. After several costly disappointments, he finally got his dream business off the ground. He says one should never give up on one’s passion despite set-backs. Their signature product of coneshaped pastry filled with ice cream is now delighting fans not only for the taste but also the experience of savoring it. He is proud of their product, their struggles and is happy that their business can help give jobs and opportunities to others.
Mr Tango started with a simple question, relates Jesabelle Navaja.“Paano kung ang iniinom ng tao sa araw araw ay hindi lang pampalamig ngunit pampagaan din ng karamdaman?”Their products are made from real fruits, a signature milk blend and as she says is full of heart. The drinks are targeted for individuals whom she describes as,“pagod na pero push pa rin.”The products are described as comfort in a bottle, with every flavor having its own story.
Maja Doughs & Donuts took the Internet by storm with their unique Maja Championrado, a bowl of nostalgic champorado topped with a chocolate dome and served in a highly unusual manner. Architect Romar Rosales and Mary Jane Rosales have transformed the humble merienda by blending architectural vision with culinary passion. They say innovation is never just a novelty, it should come with soul. Not resting on their success, they continue to refine their offerings to get ready for the global stage.
CocoPure products are made from coconut and are being positioned as healthy snack and beverage options. Karl Vincent Golamco says they made a careful study of the market before developing their products – coconut chips and flavored coconut water. The coconut chips are bound to give other snacks in the market a run for their money with flavors like barbecue, cheese and chocolate while the flavored coconut drink comes in refreshing flavors that will be a hit locally and globally.
Tanteo Foods proudly touts a unique product based on dried fish or bulad. Erica Urquiaga introduces us to Bulad Stir Through and Dips, products steeped in Visayan culture. She describes them as authentic and proudly Filipino, made in small batches and bold in taste. These can be eaten with rice, tossed with pasta, topped on crackers, or eaten with vegetables and cheese. She says they are an easy entry point to Filipino cuisine for the foreign market.
Sardinas Fiestas goal is to share a piece of their family heritage not just with Filipinos but people across the globe. Mikel Villamora shares that this is a tribute and a celebration of a family tradition that has been passed down for over a hundred years. She would like for people to see sardines as not just food that’s good to eat, but a treasured part of Filipino culinary history.“There is legacy behind each jar,” she says,“one that tastes like home.”
Congratulations to all of you! May this WOFEX opportunity open doors for you in the local and international markets and may it be the start of something big!
Read about their Unique WOFEX Start-Ups Experience in the next issue of World Food. wf
