From the island province of Marinduque to the cacao-rich heartlands of Sarangani, two rural businesses are proving that legacy and innovation can thrive together.
Meet Don Ricardo Chocolate Shop and Rey’s Bakeshop–two homegrown businesses with distinct offerings but one shared purpose: to bring the unique tastes of their provinces to more Filipino homes. Through a combination of grit, creativity, and digital transformation, these hometown favorites are now serving their treats to shoppers nationwide, with Shopee as an enabler in their journey.
Where Tradition Meets Tenacity
Rey’s Bakeshop began in a modest kitchen in Marinduque in 1987. Retired home economics teacher Josefa Rodil poured her expertise and love for local ingredients into every batch of uraro (arrowroot cookies). This tradition-rooted craft was passed down to her daughter, Felisa Ray, and years later, her granddaughter, Eunice Rey-Montesa, returned home from abroad to carry the family legacy forward.
Meanwhile, in Sarangani, Ricardo B. Magnayon Jr. initially planned to pursue rubber farming as his retirement plan. But when the market collapsed, he pivoted to cacao farming, not just for livelihood, but to uplift fellow farmers. That commitment evolved into the Don Ricardo Chocolate Shop, which was launched in 2020, at the height of the pandemic.
Growing Against the Odds
Like many provincial businesses, both faced steep hurdles: limited foot traffic, high logistics costs, and little exposure to online tools. For Rey’s Bakeshop, the pandemic nearly shut operations. “We struggled a lot.” Eunice shared. “We had to find a way to keep going–not just for ourselves but for our employees and resellers.”
Don Ricardo Chocolate faced similar challenges, particularly during the height of the pandemic. “The lockdowns made our early days very challenging, limiting who we could sell our products to and how far they could be distributed,” shared Princess, the representative of Don Ricardo Chocolate Shop. “Because of the community quarantines, the company’s sales were initially confined to General Santos City. Distribution was limited to direct selling through the shop’s Facebook page, making it difficult to reach a broader market.”
The turning point for both businesses came when they embraced e-commerce, turning to Shopee to connect and reach a wider audience. With support from the Department of Trade and Industry (DTI), Rey’s Bakeshop took the leap and joined Shopee. “DTI introduced us to Shopee through their E-Commerce Program,” said Eunice. “At first, we just learned how to list our products. But the response was overwhelming. Orders came in from Cavite, Laguna, Metro Manila–places we never imagined reaching.”
For Don Ricardo Chocolate Shop, Shopee became an integral touchpoint for curious buyers beyond the region. “We wanted to expand our business, allowing more customers to find us the easiest ways possible–online,” Princess shared. “We wanted people to discover us easily and come back. Shopee gave us that.”
Today, Don Ricardo Chocolates are enjoyed by customers from over 30 provinces nationwide, while Rey’s Bakeshop ships its products throughout Luzon and beyond.
Behind this growth is an ecosystem of support. Government programs provided training, trade exposure, and capacity building seminars. Shopee, in turn, offered an accessible digital marketplace, integrated logistics, and various tools to expand reach –all tailored for MSMEs who are navigating the shift to digital. While both Rey’s Bakeshop and Don Ricardo Chocolate Shop are still growing in the field of e-commerce, their aspirations are also expanding. Rey’s Bakeshop is currently working towards securing an FDA-LTO certification to further enhance food safety compliance. Meanwhile, Don Ricardo recently opened its flagship café in General Santos. Riding the momentum of its e-commerce success and growth, the company is also preparing to open its first Quezon City branch.
For these entrepreneurs, growth is not measured solely by sales, but also by impact. From supporting local uraro suppliers in Marinduque, to empowering cacao farmers in Sarangani, their success uplifts more than just their brands. It sustains communities and preserves local heritage.
More than Products–Stories that Move Communities
As rural MSMEs like Rey’s Bakeshop and Don Ricardo Chocolate Shop grow from hometown staples to national names, their stories remind us that success does not mean leaving your roots behind. Sometimes the best way is letting those roots carry you forward, with the right support, the right tools, and the right community behind you.
