Cebu-based bakery group goes premium with Dutch partner

CEBU, Philippines — The company behind San Jose Bakeshop is moving upmarket, betting that Cebu consumers are increasingly willing to pay for better bread.

The Cebu-based bakery group has partnered with Dutch master baker Hans Boumans to introduce artisanal European loaves under the Bakery Soesterberg brand, marking its first foray into the premium bakery segment as tastes shift toward higher-quality, freshly made products.

Company President Jojo Toingko in an interview said the venture combines San Jose’s local market knowledge with Boumans’ decades-long expertise in European breadmaking. Boumans traces his family’s baking roots to the late 19th century, when his grandfather opened a bakery in Benschop, the Netherlands, a tradition that has been handed down through generations.

Bakery Soesterberg entered the Philippine market in 2017 with a shop in Mactan, bringing European-style breads to a region better known for soft, mass-produced loaves.

The concept expanded in September 2023 with a second outlet at Streetscape Mall in Banilad, positioning the brand closer to expatriates, professionals and higher-income households.

The partnership, Toingko said, allows the company to produce bread that is mixed, fermented and baked on site, using techniques and standards developed in Europe over decades. Boumans, who has more than 65 years of experience, has managed operations ranging from small neighborhood bakeries to industrial-scale facilities.

Unlike factory-produced bread, the bakery avoids shortcuts such as heavy use of sugar or fats, Boumans said, opting instead for longer fermentation and on-site baking to preserve flavor and freshness. That approach differentiates the brand from mass-market products that are baked centrally and delivered hours later.

Beyond staple European loaves such as sourdough, baguettes and ciabatta, the bakery also offers specialty items including freshly made stroopwafels and seasonal products like German Christmas stollen.

Industry observers say Cebu’s expanding middle class, along with greater exposure to international food trends through travel and overseas employment, is creating room for premium bakery concepts in a market historically defined by price sensitivity.

Toingko said the company has no plans for rapid rollout, citing the difficulty of scaling artisanal baking without sacrificing quality. Any expansion, he added, would likely be selective rather than franchise-driven.

“This is not about volume,” Toingko said. “It’s about raising standards, educating customers and proving there’s demand for properly made European bread.”