The third annual Easy Brand Food and Beverage Fair opened its doors this morning at the SMX Convention Center Manila, bringing together over 4,000 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 later this year.

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

Dr. Gwen Pang, Convenor of Ladies for a Cause, who is also the Secretary General of the Philippine Red Cross, emphasized the significance of collective action, stating: “When women come together, we don’t just spark change—we build movements that transform lives. ‘Ladies for a Cause’ is more than just a group; it is a force for good, ensuring that no mother or child is left behind in the fight for health, dignity, and a better future.”

Why Women? Why This Movement?

Women are the heart of every home and the backbone of every community. They are natural caregivers, nurturers, and decision-makers who intimately understand the needs of families. Their ability to empathize, multitask, and find solutions uniquely positions them to address the challenges of maternal and child health.

“Women don’t just witness the struggles of mothers and children—they live them, understand them, and know how to solve them. When women take action, they don’t work alone; they mobilize, they inspire, and they create lasting change. This is why ‘Ladies for a Cause’ is a movement led by women—because when women lead with purpose, entire generations benefit,” Dr. Pang added.

The launch was further strengthened by the support of Attorney Joey Lina, President of The Manila Hotel and Convenor of the Children’s First 1,000 Days Coalition, who underscored the importance of this advocacy:

“A nation’s future is shaped in the womb. By prioritizing maternal and child health, we are investing in stronger families, healthier communities, and a more resilient Philippines. This movement is a beacon of hope, proving that when women lead with purpose, the impact is boundless.”

The event gathered influential women leaders from government, business, media, and civil society, all committed to driving change and championing the health and well-being of mothers and children. The initiative will focus on advocacy, education, and direct community interventions to ensure that every child gets the healthiest possible start in life.

As Ladies for a Cause takes its first step, it calls on more women to stand together, take action, and be part of a movement that will leave an indelible mark on future generations.

 

One striking piece is a dynamic lightning bolt, expertly crafted from brilliant yellow and blue tile fragments. This work honors Baguio photographer and artist Kidlat de Guia, who passed away in Madrid, Spain.

An onlooker admires the captivating pieces at The Mighty Bhutens Art Exhibit, a key highlight of the event that brings the spirit of the Cordilleras to life.

A key highlight of the event, The Mighty Bhutens Art Exhibit, brings the spirit of the Cordilleras to life through its artistry. This display features works by Kabunyan de Guia, Guiller Lagac, and Oliver Olivete—collectively known as The Mighty Bhutens. Their pieces, inspired by National Artist Kidlat Tahimik, reflect a spontaneous, playful approach that remains true to the rich heritage of the region. 

Savor the flavors of Panagbenga 2025 at the Food Truck Fest! 🍔🌮 A must-visit for foodies, this vibrant gathering showcases mouthwatering delights from local MSMEs, bringing together great food, good vibes, and a feast for the senses! 🌟🚚 #Panagbenga2025

Discover unique handcrafted treasures at the Food & Crafts Fair! From artisanal accessories to local delicacies, it's the perfect place to find one-of-a-kind pasalubong.

The Food and Crafts Fair, running from February 17 – March 03, features local MSMEs presenting a variety of products, including souvenirs, foods, and delicacies. The Food Truck Fest at The Drive offers a unique mix of tastes and flavors from local culinary entrepreneurs. 

Painting Panagbenga memories together! Families join in the colorful fun at Family Art Day, celebrating the festival’s vibrant spirit through creativity and laughter. #Panagbenga2025 #ColorsInBloomAtSM

The Painting Competition at Panagbenga 2025 brings artists together to capture the beauty and spirit of the festival on canvas.

The Panagbenga Festival at the mall was bursting with creativity as participants of all ages embraced the artistic spirit! From vibrant paintings to hands-on family fun, the art activities brought inspiration and color to the celebration. 🎨✨

The Arts and Crafts activity sparks creativity among students from various schools as they repurposed past Panagbenga decors into sustainable art. Families enjoyed bonding at Family Art Day, while friends found inspiration from the scenic Sky Terrace view during the Painting Competition. 

Bringing the Panagbenga 2025 festival spirit to life, cultural performers from various local groups fill the mall with energy, rhythm, and tradition—celebrating the heritage of the Cordilleras in a vibrant display of music and dance.

The shoppers enjoy the Panagbenga spirit and festive atmosphere enriched by music and cultural performances from groups such as Day Eng Cultural Group, University of Baguio BIBAK Ubbun Kaafuan, Paggawisan Tako Am-In from the University of the Philippines-Baguio and Gawis Culture and Arts Ensemble. 

A tail-wagging good time! Pawstival brings together pet lovers and their furry friends for a day filled with fun, games, and adorable moments.

Fur-parents and their beloved companions struts their super style in a fun-filled costume contest. The Pet Pawstival kicked off with a paw-some day of bonding and laughter, creating unforgettable memories for both pets and their devoted owners. 

Guided by skilled artisans, participants discover the beauty of traditional weaving—one thread at a time.

The weaving workshop, led by master weaver Cathy Ekid from Bontoc, shares her expertise in backstrap weaving. With the assistance of the Pasakalye Group of Artists, mall-goers try their hand at this traditional craft, contributing to the preservation of the art of weaving. 

Art that speaks to the soul—visitors find inspiration and meaning in every masterpiece at ‘Hiraya: Dreams in Bloom.

Hiraya: Dreams in Bloom showcased a heartfelt collection of artworks that captured dreams and aspirations through the enchanting beauty of flowers. Featuring over 60 pieces from 48 artists, the exhibit highlighted the incredible talent of prominent Pasakalye artists, blending tradition and creativity in a captivating visual storytelling. 

From loom to runway—celebrating the craftsmanship of our local weavers in the Blooming Weaves fashion show and Exhibit.

Blooming Weaves celebrated Cordillera’s rich weaving traditions through a stunning fashion show and exhibit. Featuring the Fashion Designers Alliance Cordillera, the event blended traditional fabrics with modern, eco-conscious designs. Visitors admired intricate handwoven masterpieces, showcasing techniques like backstrap weaving, pedal loom weaving, and ikat dyeing—each a testament to indigenous artistry. 

Photo Caption: A feast for the senses! Fireworks, glowing lights, and dreamy floral décor come together to create a truly enchanting atmosphere.

Spectacular fireworks, vibrant floral displays featuring a dynamic blend of pastel floral designs, and striking gobo and light installations throughout the mall further enhanced the Panagbenga celebrations. 

Photo Caption: A masterpiece of artistry and agriculture! This year's float parade was a spectacular tribute to the beauty of harvest season.

On February 23, residents and visitors eagerly gathered to witness the highly anticipated Grand Float Parade, featuring 44 beautifully decorated floats that captivated the crowd.

As a hall-of-famer, SM City Baguio presented a non-competing entry, bringing this year’s festival theme, "Blossoms Beyond Boundaries," to life with a stunning design inspired by a cornucopia of bountiful harvests.

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