Time to take Filipino food mainstream

I have noticed that food trucks have been flourishing here in the San Francisco bay area while we were driving to attend our non- deal roadshow to meet investors which was organized by Maybank for five Filipino companies. I was happy to see for the first time a Filipino food truck serving the mainstream San Francisco people.

I am always proud to see our Philippine products and services conquer the international stage. Seeing one of the two Señor Sisig fusion food trucks coincidentally in the street of San Francisco gives me a special sense of delight. Recognizing this special fusion food truck, I am going to share its story.

They are Evan Kidera and Gil Payumo who give the wonderful lift of a Filipino dish in the modern streets of San Francisco since 2009.

Evan, who finished his Master in Business Administration at San Francisco State, used to be a manager of a restaurant while his partner Gil studied cooking from Le Cordon Bleu Culinary Academy. They are good friends who love Filipino food, and were colleagues during high school. They really complement and do well in the business since Evan does the management while Gil cooks.

They believe that adobo is not the only Filipino dish that should be well known abroad. Being creative, the two started their first business, Señor Sisig. This is a great manifestation that Filipinos are indeed ingenious in designing possible business opportunities.

Exploring the road less travelled with their spirit to be successful, Evan and Gil introduce the recipe of Gil’s family from Pampanga – sisig. They have been offering different appetizing versions of sisig in taco, burrito, fries, nachos, rice, bread, and salad.

Every day is a challenge for them. They are always grateful for each single day that they have room for improving Señor Sisig. They always believe in their uniqueness and they recognize that every area where their trucks visit is special. As Evan says, “We learn every day.” They work hand-in-hand on their business and it is good to know that they love what they do. Truly, their passion is the fuel of the fusion food truck.

Around the world, Señor Sisig starts to leave a mark since its journey four years ago. As expected, it has received several recognitions in TV channels and other media. Even the Filipino channels has featured the humble and steadfast Evan and Gil. And for three consistent years, Señor Sisig has been awarded as San Francisco’s Weekly Best Food Truck. The two continue to deliver high quality in what they do, and they are eyeing to open a restaurant of Señor Sisig in the future.

The two are always interested to share the story of their sisig. Someday, they want to come to our country to inspire people, especially our entrepreneurs. Evan believes that education is very important. For him, education is where it all starts. He says that with education, anything is possible. To be good entrepreneurs, everyone should have an education.

It is good to see Filipino entrepreneurial abilities flourishing in other countries.  It gives a sense of patriotic pride that Filipino brands can make it anywhere. One of these is the Manila Bay, owned by two Filipina siblings, which we found in Alaska that we featured last week. It is about time we show our wares in the mainstream markets and cities of the world.  We see a lot of authentic Chinese, Thai and Vietnamese cuisines, as well as Mediterranean food places in key cities around the world.

I know we have a great opportunity to market our best tasting Filipino dishes in a way or in a place conducive to the local market in those cities of foreign countries with the same local and happy Filipino ambience. While Jollibee, Max’s, Red Ribbon, and Chowking are seen in areas where there are huge Filipino communities, the challenge is how to make the Filipino cuisines capture the local mainstream the way the Japanese, Thais, Vietnamese and Chinese have done.

* * *

We have organized a series of Magandang Business Advice (MBA) program on marketing and innopreneurship with our mentor Josiah Go, the marketing guru of the Philippines. The first three successful runs were conducted last July 6 in Cebu, July 13 in Davao, and July 18 in Naga. From the success of these three MBA runs, our next stop is Pampanga on Aug. 9 and Lipa on Aug. 30. After the seminar, participants would have the insights and practical strategies on marketing and the importance of innovation in any entrepreneurial endeavour which I think are very significant. 

Another successful launching of SME Roving Academy for Region III was done last July 16 at SACUP San Fernando, Pampanga in partnership with the Department of Trade and Industry led by Assistant Secretary Blesila A. Lantayona and Provincial Director Elenita R. Ordonio of Pampanga. SME Roving Academy is a continuous learning program for the development of micro, small and medium enterprises (MSMEs) to become competitive in the domestic and international markets. The goal of this program is to integrate the business development services for SMEs at national and local levels. It was attended by representatives from DTI Zambales, Tarlac, Pampanga, Nueva Ecija, Bulacan, Bataan, Aurora and selected MSMEs in the region.  Go Negosyo invited Paulo Tibig (Vcargo), Carlo Calimon (Let’s Go Foundation), and Victor Malangbayan (Manok Mabuhay Inc.) for the short lectures on entrepreneurship topics like having the right enterprising mindset, opportunities-seeking, product development and marketing, business planning and basic financial concepts.

This Sunday, July 28, we will visit Baguio for the North Luzon run of Young Entrepreneurship Summit. We are inviting you to attend this event. The venue will be St. Louis University.

* * *

Contact me at [email protected].