A major player in Cebu's bakery scene is stepping into the premium segment through a unique international partnership. San Jose Bakeshop has joined forces with Dutch master baker Hans Boumans to introduce authentic, artisanal European breads to the local market. This strategic move responds to a noticeable shift in consumer tastes towards higher-quality, freshly made products.
Blending Legacy with Local Market Insight
In an exclusive interview, Jojo Toingko, President of the firm behind San Jose Bakeshop, detailed the collaboration. The partnership operates under the Bakery Soesterberg concept, a brand rooted in European traditions that began in the late 1800s with Boumans' grandfather in Benschop, Netherlands. This generational knowledge is now being applied in Cebu.
Toingko emphasized that the alliance combines his company's deep understanding of Cebuano consumers with Boumans' over 65 years of technical expertise. The Dutch baker is trained to manage everything from small shops to large-scale operations. "This partnership allows us to offer bread that is truly artisanal — mixed, fermented and baked on site — while applying standards that have been refined in Europe for generations," Toingko stated.
A Commitment to Authenticity Over Mass Production
Bakery Soesterberg first entered the Philippine market in 2017 with a shop in Mactan. It expanded its presence in September 2023 by opening a branch at Streetscape Mall in Banilad, Cebu. This location strategically targets expatriates, professionals, and higher-income households.
Hans Boumans explained their philosophy of avoiding common mass-production shortcuts. The bakery does not rely heavily on added sugars or fats to extend shelf life artificially. Instead, every product is baked on-site daily to guarantee peak freshness, a clear departure from factory-made breads that may be delivered hours after baking.
The bakery's offerings include:
- Core European loaves like sourdough, baguettes, and ciabatta.
- Specialty items such as freshly made stroopwafels.
- Seasonal offerings, including German Christmas stollen.
Targeting a Growing Niche in a Price-Sensitive Market
Industry observers note that Cebu's expanding middle class, along with greater exposure to global food trends through travel and overseas work, is creating new opportunities. There is now a viable space for premium bakery concepts, even within the Philippines' traditionally cost-conscious bread market.
However, Toingko clarified that this venture is not designed for rapid, widespread expansion. He acknowledged that true artisanal baking is difficult to replicate on a large scale without sacrificing quality. Therefore, any future growth will likely come through selective partnerships rather than aggressive franchising.
"Our aim is not volume," Toingko concluded. "It's to raise standards, educate customers, and show that there is a market for real European bread done properly." This partnership marks a significant bet on the sophistication of Cebu's palate and its appetite for genuine, craft bakery experiences.
