By Armando “BUTZ” Bartolome
In a humble kitchen in Surigao del Sur, where days were filled with the aroma of freshly baked goods, a young boy unknowingly began his journey toward entrepreneurship. Joel A. Yala, founder of the beloved Filipino brand Chocovron, is a testament to the power of resilience, faith, and unrelenting determination.
Joel’s entrepreneurial spirit sprouted early. Raised in a family that sold snacks to local companies, he learned the value of hard work and resourcefulness from his mother. “She would give us 10% of what we sold, teaching us the importance of effort and rewards,” he fondly recalls. Those childhood lessons planted seeds that would one day grow into a business phenomenon.
The Start of Something Sweet
It was 1988, and a 19-year-old Joel had already set a lofty goal: to establish his own business by the time he turned 40. Life took him to Manila, where he balanced work and studies, all while nurturing his dream. But it wasn’t until 2003, at the age of 34, that he and his wife stumbled upon the idea that would change their lives—a chocolate-covered polvoron.
“Polvoron was an all-time favorite, but it was fragile and messy. We thought, what if we could coat it with chocolate to make it easier to handle and even more delicious?” Joel explained. After countless trials, sleepless nights, and feedback from their neighbors, the Yala couple perfected their recipe. Chocovron was born, named after the unique combination of chocolate and polvoron.
From a 35-Square-Meter Home to National Fame
The early days were challenging. Joel and his wife Marissa worked tirelessly in their 35-square-meter home, juggling production, packaging, and marketing. With minimal capital, Joel found creative ways to get their products noticed. He shared samples with neighbors and colleagues, soliciting feedback to refine their offerings. Orders started pouring in, and the small family business quickly gained momentum.
In an era before widespread internet access, Joel relied on sheer grit and ingenuity to expand their market. He even turned his locker at work into a makeshift stockroom, selling Chocovron packs to colleagues during lunch breaks.
Overcoming Obstacles with Faith and Grit
Every entrepreneur faces hurdles, and Joel was no exception. From securing permits to handling financial constraints, he met challenges head-on with unwavering faith. “God is watching,” he often reminded himself and his team, believing that integrity and persistence would lead to success.
As demand for Chocovron grew, so did the need for capital. Joel wasn’t afraid to ask for help, securing loans and negotiating terms with his employers. His transparency and determination earned him the trust of those around him, enabling the business to scale further.
Sweet Rewards and Bigger Dreams
Today, Chocovron is a symbol of Filipino ingenuity and perseverance. The company has expanded its product line, embraced modern packaging, and gained a loyal following both locally and abroad. Joel’s story has inspired countless entrepreneurs who dream of turning their humble beginnings into something extraordinary.
“We started with nothing but faith and determination,” Joel reflects. “Now, 22 years later, Chocovron is a testament to the idea that anything is possible with hard work and belief.”
A Legacy of Inspiration
Joel A. Yala’s journey is more than just a business success story; it’s a celebration of Filipino values, from family and community to resilience and faith. For budding entrepreneurs, his advice is simple but profound: “Dream big, start small, and never give up.”
As Chocovron continues to grow, Joel remains committed to his roots, supporting local communities and mentoring others who wish to follow in his footsteps. His story reminds us that success isn’t just about profit—it’s about the people you uplift along the way.
Follow Butz Bartolome’s column every Monday for more inspiring stories like this, and don’t forget to like The Philippine Business and News on LinkedIn for the latest updates in business and entrepreneurship.
