Bayanihan in a New Business Landscape

Walk around most business expos, and you'll find companies competing for attention. Booths promote their latest products, hoping to attract buyers before anyone else does.

Easy Brand envisioned something different.

The company brought together café owners, aspiring entrepreneurs, chefs, baristas, bakers, restaurant operators, content creators, distributors, and business partners, not simply to sell products, but to create an environment where knowledge could be shared as freely as opportunities.

Throughout the event, visitors didn't just browse displays. They tasted products, asked questions, attended live demonstrations, watched professional competitions, exchanged business ideas, and discovered practical solutions they could immediately apply to their own ventures.

It reflected a simple but powerful truth: businesses grow faster when people grow together.

More Than an Expo

Easy Brand Founder and President Mark Wang shared that the idea behind the fair came from wanting to offer something that traditional expos often couldn't.

Instead of small booths with limited product displays, he envisioned an event where visitors could fully experience everything Easy Brand has to offer, from ingredients for milk tea, coffee, baked goods, restaurants, fried chicken, and other food businesses, all in one place.

As Wang explained, the goal was to allow aspiring entrepreneurs to taste the products, ask questions directly, understand how they work, and discover business possibilities that match their goals.

That vision has steadily evolved over the past three years into what is now one of the company's biggest gatherings.

"When we created Easy Brand Fair, our goal wasn't simply to organize another food expo. We wanted people to experience our products, learn directly from experts, and discover opportunities they can build on. For us, Modern Bayanihan means creating a community where entrepreneurs don't have to succeed alone. When we share knowledge, opportunities, and support, everyone moves forward together," said Mr. Mark Wang, Founder and President, Easy Brand

 

A Community Built on Shared Success

The fair featured a vibrant mix of personalities from different corners of the food and beverage industry, including comedienne-actress Rufa Mae Quinto, celebrity chef Boy Logro, 2023 World Barista Champion Boram Um, Easy Brand Chairman and CEO Peter Limquiaco, and other members of the Easy Brand family.

Visitors explored product showcases, sampled ingredients, watched live culinary demonstrations, and enjoyed competitions such as the Sparkle & Shine Cake Creation Contest, The Blendsmith Challenge, and Culinary Masters.

But perhaps the biggest attraction wasn't found on any stage.

It was the conversations happening between booths.

Experienced entrepreneurs shared lessons with first-time business owners. Baristas exchanged brewing techniques. Chefs discussed recipes and ingredients. Suppliers listened to customer needs. Aspiring franchisees asked questions without hesitation.

In many ways, the event became a living example of bayanihan, people helping one another not by carrying physical burdens, but by sharing experience, expertise, and encouragement.

Innovation with a Filipino Heart

Easy Brand also introduced new opportunities for entrepreneurs through the launch of its Signature Ube Sauce, featuring the innovative Pinoy Chewy Ube, a product that celebrates one of the country's most beloved flavors while creating new possibilities for cafés, dessert shops, and bakeries.

Another highlight was the introduction of the Ka Easy Franchise Program, designed to make entrepreneurship more accessible for Filipinos who dream of starting their own food businesses.

These initiatives reinforced the company's belief that innovation becomes more meaningful when it creates opportunities not only for one business, but for many others within the community.

The New Face of Bayanihan

The beauty of bayanihan has never been about carrying a house.

It has always been about carrying one another.

Today, that support may come in the form of mentoring a new entrepreneur, sharing business knowledge, introducing innovative products, opening franchise opportunities, or simply encouraging someone to take the first step toward building a livelihood.

Easy Brand Fair 2026 demonstrated that this centuries-old Filipino value continues to evolve with the times.

In an industry often driven by competition, the event reminded everyone that collaboration can be just as powerful.

Because in today's world, Modern Bayanihan isn't about asking, "How can I succeed?" It's about asking, "How can we succeed together?"

And perhaps that is the most Filipino way to build the future, one shared dream, one helping hand, and one entrepreneur at a time.

The third annual Easy Brand Food and Beverage Fair opened its doors this morning at the SMX Convention Center Manila, bringing together over 8,000 food entrepreneurs, professionals, and industry partners for a day of innovation, training, and culinary excitement.

Organized by Top Chefs Food Supplies Inc., the 2025 fair is held at Function Rooms 1 and 2 and offers free admission to all attendees. The event aims to empower micro, small, and medium enterprises (MSMEs) by showcasing cost-effective, high-quality food and beverage solutions tailored for fast-paced kitchens and small business setups. 

“Kaya tayo may ganitong event is gusto ko talagang i-showcase and ma-highlight ang lahat ng products [This event is all about showcasing our products],” said Mark Wang, Founder and President of Easy Brand. “With easy, di kelangan mahal para maging quality [With Easy, you can deliver quality without breaking the bank],” he added.

Unlike traditional trade fairs, the Easy Brand event features interactive experiences and hands-on training sessions. Attendees can take part in workshops on how to craft milk teas, frappes, soft-serve ice cream, and chicken wings — all using Easy Brand’s ready-to-use ingredients.

This year’s featured product innovations include:

• Easy Whipmate, a non-dairy cream for whipping and baking
• Easy Signature Coffee Beans, with blends from Atok, Tublay, and a 50/50 House mix
• Easy Signature Yuzu Flavored Syrup
• Easy Signature Coffee Jelly
• EasyPro Cheese Sauce

Celebrity guest Matteo Guidicelli, a food enthusiast and entrepreneur, headlined the event alongside culinary icon Chef Boy Logro and other brand Chefs Zhe Jacinto, CJ Dy, and Bam Piencenaves.

“What's inspiring is that Easy Brand is a local Filipino brand… very easy, very good quality , [Easy Brand is proudly local... very easy, very good quality],” said Guidicelli. “What matters is partnering with trusted suppliers, and Easy Brand is just that,” he added.

“You can do what you love as long as you have Easy Pro,” added Chef Logro. “You’ll never go wrong in business.”

A major draw for participants are the live competitions including:

• Easy Culinary Cup
• Spirited Conversations: Beverage Competition
• Sparkle and Shine Cake Creation Contest Season 5
• Espresso Yourself
• Whipmate to Perfection: The Battle Begins Now

The fair also features talks from guest experts on food trends, sustainability, and strategies to help small businesses grow smarter and faster.

Originally launched in 2023, the Easy Brand Food and Beverage Fair has grown into a major annual event that connects MSMEs with practical tools and trusted ingredients for success. This year’s Manila edition is just the beginning, organizers announced plans to bring the fair to Cebu next year.

Admission is free, but early registration is recommended due to limited slots. For updates and to register, visit https://www.facebook.com/EasyBrandPH.

It was a busy day not only for Easy Brand but for people participating and coming in to check out the booth with food and beveages in store for them.

This event is perfect for people who dream of starting their own food and beverage business. A day full of learning from speakers representing various food and beverage brands and opportunity to gain insights and knowledge from experts in the industry to make the first steps towards your dream.

But it's not just about learning, it is also having the chance to meet and greet the country's most beloved chef, Chef Boy Logro, in which we didn't get a chance to have a pic with. Anyway we've got a lot of pics during the cooking demo of Chef Logro. During the cooking demo Chey Boy shared some of his experiences and answered some of the questions thrown at by the visitors and expectators.

The fair even have some fair competitions for aspiring Chefs and individuals. During the afternoon they did the cooking competition which was joined by three (3) groups of culinary students. These were the  EasyPro® Culinary Cup, Easy® Beverage Creativity Competition, and Easy® Sparkle Cake Creation Contest Season 2. Not really who won the contest and wasn't able to join the planned beverages mixing and cake creation competition.  During the lunch time we were only able to witness the cooking competition where they show off their cooking skills and compete against other talented individuals for a chance to win prizes and recognition.

Of course, no food and beverage fair would be complete without plenty of tasting opportunities. Exhibitors showcased their products, gave visitors the chance to sample a wide variety of delicious treats and drinks.

The event is co-presented by Baguio Oil, Masflex, La Germania, Tough Mama, and Global Pacific, five trusted names in the food and beverage industry; and in partnership with Let’s Cook, Pare!, Gree, Joe Kuan, Kahero, iMin, Donewell and kimstore.com. And the best part? Entrance to the fair is completely free, making it accessible to all SMEs and foodie enthusiasts.

Missed this? That's unfortunate  not learning, tasting, and connecting with other food and beverage enthusiasts. Happened last July 1, 2023, we've witnessed the Easy Brand Food and Beverage Fair. 

For information, ABOUT EASYBRAND Easy® Brand is a Filipino brand which manufactures high-quality ingredients for food and beverage enterprises in the Philippines. They specialized in concentrated flavors, sauces, and mixes for beverage and culinary products. Their most popular offerings are milk tea and frappe mixes, coffee concentrate, flavoured syrups, ready to use sauces and ready-mix powders.

The brand also offer private label service and customized institutional production and have distribution partners throughout the Philippines to better serve its customers. It aims to provide premium ingredients of consistent quality, with the highest yields, which deliver best value for money for multitude of businesses - both big and small - in the restaurant, fast food, and hotels industries.

Easy® Brand products may be ordered through their official website and inquiries may be directed through their Facebook page. The brand is also available through online shopping platforms. For more information and to view the brand catalogue and recipes, visit www.easybrandph.com.

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