These Aspiring Baker-Entrepreneurs Win the 2022 URC Flourish Pilipinas Competition

Universal Robina Corporation’s (URC) Flour and Bread Division has always believed in the potential of the local baking industry.

With this vision in mind, URC Flour and Bread Division launched Flourish Pilipinas in 2017. This innovative learning enhancement program aims to build a nation of entrepreneurs by recognizing and supporting the skill, talent, and passion of young Filipino bakers.

Through the years, Flourish Pilipinas has had many iterations — from educational initiatives for students to workshops for teachers. In 2022, the program focused on aspiring baker-entrepreneurs by holding the baking business competition URC Flourish Pilipinas 2022: The CEO Initiative. This aimed to help improve the baking and business skills of its participants, paving the way for them to fulfill their dreams of becoming the CEOs of their own bakery businesses.

The competition put the skills of Manila and Davao-based participants to the test starting with “Phase 1: Fueled by Flour.” Here, participants received technical training centered on basic baking knowledge and used it to create innovative and exciting recipes. Next was “Phase 2: Name & Fame,” where the winners of the first phase participated in informative business lectures, consulting, and coaching, which helped them create a vision and strategy for their future businesses.

Ellison Dean C. Lee (Managing Director, URC Flour)

The final phase of the competition was the recently concluded “Phase 3: Pitch Forward,” wherein URC Flour reinforced the importance of creating a solid business plan in setting up a bakery business. Six finalists, chosen from the second phase, were challenged to present their business plans to a panel of entrepreneur experts and use the knowledge they gained from the previous phases. 

From left to right: Alaura Daele Pabandero (Finalist), Ellison Dean C. Lee (Managing Director, URC Flour), Sandra Camille Montenegro (Finalist), Marilyn Grande Esguerra (R&D Chapter Lead Snackfoods, URC), Jeremy Garcia (Finalist), and Dennis J. Magallanes (Deputy Chief Financial Officer, URC Agro-Industrial and Commodity Foods Group)

In the Manila leg, the winners were:

- Grand Prize: Sandra Camille Montenegro - 3 Cs or Cookies & Cream and Corn Cookies

- First Runner-Up: Alaura Daele Pabandero - Corn & Cheese Bread and Caramel Bun

- Second Runner-Up: Jeremy Garcia - CHOOBUCA

From left to right: Jhon Michael Sarabia (Finalist), Ellison Dean C. Lee (Managing Director, URC Flour), Ericka Mae Tuliao (Finalist), Marilyn Grande Esguerra (R&D Chapter Lead Snackfoods, URC), John Kenneth Nogodulia (Finalist), and Dennis J. Magallanes (Deputy Chief Financial Officer, URC Agro-Industrial and Commodity Foods Group)

Down south, for the Davao leg, the winners were:

- Grand Prize: Ericka Mae Tuliao - Kaka Mangifera

- First Runner-Up: Jhon Michael Sarabia - Chocolate Purple Sweet Potato Bread and Spicy Shredded Chicken Bread

- Second Runner-Up: John Kenneth Nogodulia - Sugary Banana Langka Pastry Roll and Mango Cinnamon Croissant

The grand prize winners each took home a start-up online bakery package worth Php200,000, while the first and second runners-up won Php100,000 and Php50,000, respectively. Aside from these, they also received access to the industry network, top-of-the-line baking equipment, high-quality baking ingredients and consumables, and plaques and certificates attesting to their great achievements.

Top row, from left to right: Camelle Atillo (Executive Assistant, URC Flour), Ericka Mae Tuliao (Finalist), Ma. Lilia Andres (Marketing Manager, URC Flour), Jeremy Garcia (Finalist), Marilyn Grande Esguerra (R&D Chapter Lead Snackfoods, URC), Alaura Daele Pabandero (Finalist), Dennis J. Magallanes (Deputy Chief Financial Officer, URC Agro-Industrial and Commodity Foods Group), Ellison Dean C. Lee (Managing Director, URC Flour), Sandra Camille Montenegro (Finalist), Nicanor Ines (Director of Technology, URC Flour), Laila Santos (Sales and Operations Planning Manager, URC Flour), Gemma Tacata (Human Resource Manager, URC Flour).

Bottom row, from left to right: Mac Florendo (Host), Jhon Michael Sarabia (Finalist), John Kenneth Nogodulia (Finalist), and Janisa Bernil (Marketing Assistant, URC Flour)

With the conclusion of the final phase of the URC Flourish Pilipinas 2022: The CEO Initiative, URC hopes that all of the participants use the experience they gained through the competition to realize their dream of putting up their own bakery businesses. Hopefully, it has strengthened and encouraged the ambition of these young Filipino baker-entrepreneurs to grow their start-ups into flourishing businesses that build and contribute to the community.

For more information and updates on URC Flourish Pilipinas, follow its Facebook page. For more info about URC, visit its official website.