By Monsi A. Serrano
Photos from Joya-Baldovino family

Filipino families are closely knit, a trait that is probably ingrained in our DNA. That is why in the sociological point of view, the concept of extended family and interrelatedness are well-developed in our society.

Not to mention the “sakop mentality” a Filipino social philosophy that is very strong till now. Hence, the words katribu, kabarkda, katropa, and the likes, have attracted many foreigners to our interesting culture. Funny fact is that foreigners acquire it once they start living in the Philippines and become part of that informal group.

So, if there’s one thing good about this pandemic, it’s that there’s more time for families to be together. Somehow, that is what makes the difficult and uncertain life situation more bearable. For some families, the bond is so strong they are able to move their lives forward.

Such is true for the family of Alyssa Rose Joya Baldovino, a young entrepreneur who founded the start-up By Madam Rose baked sushi (and more).

Speaking to THEPHILBIZNEWS, Alyssa admitted that she is typically a carefreeperson. While she is a culinary school graduate from the Asian School of Hospitality Arts, she did not tap into her toque degree instantly. She was pulled away by the enjoyment of strolling around while reflecting about her experience until the pandemic happened.

“I love to go to the mall and I enjoy window shopping. I am sure if there is no coronavirus pandemic, it is most likely that I am not at home,” Alyssa said.

“Please don’t get me wrong. We are a very close family, and they are my source of strength and inspiration. That is what our Lola taught us – to value our family; and she walked her talk. Lola Josie was the one who took care of all of us her grandchildren, and not to mention of her own siblings and her children,” she said.

This is beside the fact that Alyssa grew up with such a grateful heart to everyone in her family for always being there for her. “Especially my dad Alex, and ever-caring siblings Arianna and Aldrich,” Alyssa added.

Inspired by Lola Josie

Like the typical Filipino brood, grandparents played a big role in Alyssa’s family so much so that she’s not shy to claim she’s a “Lola’s girl.”

She revealed that her Lola, the late Atty. Josephine Joya Baldovino, is the sister of National Artist for Visual Arts Jose Joya. But to Alyssa, her grandma was a kind and generous source of inspiration. She credits her for playing a significant role in what she has made of herself today.

“All of us siblings have wonderful memories with our Lola,” she told THEPHILBIZNEWS. “Lola is the one who took care of all of us, her siblings, her children, her grandchildren,” says Alyssa. Lola Josie loved to cook. She made sure everyone got nutritious and delicious meals every day. “She made sure we had a balanced meal a day and served with beef, chicken, fish, and vegetables daily.”

Although a lawyer, Josie did not pursue a career in the legal arena. Instead, she served as the “right-hand” of her great artist-brother Jose. “She focused on handling my grandfather’s career, the National Artist Jose Joya. She became the manager, the assistant. Lola was the one who organized Lolo’s exhibits, schedule, and other related activities,” recounted Alyssa.

Outside the country, Lola Josie was always by her brother’s side. She knew everything – the materials he used in a painting; where to shop for his art materials abroad; and with one hard look, she could tell if a Joya painting was authentic or not.

Young visionary chasing a legacy

While she admitted her being happy-go-lucky prior to the pandemic, Alyssa buckled down to learning a lot in the early months of the long lockdown. Then, her perspectives in life suddenly changed.

“I learned that staying at home is not that bad because under the normal situation, you cannot find us at home. Either we are in the mall strolling or window shopping,” Alyssa said. “But now, I cook for my family and I want them to enjoy what I cook for them.”

Another thing is that the pandemic had saved her some money which, otherwise, she could have spent on something unnecessary.

“Staying at home gave me more time to bond with my family, which for me was a golden opportunity. We got to deepen our relationship as siblings,” she added. They spent time together planning what else to do with By Madam Rose now that their food business has been growing a very satisfied clientele.

“We just started small because that is how a business should be and something I learned from my Lola is to be modest. But as days go by, the demand is slowly increasing and this would really make you think, what should be my vision for this business? This is what I, my two siblings, and my fiancé talked about as if we were in a board meeting,” she mused.

“We developed a system along the way. So the operations are compartmentalized to make sure that the sanitation, food handling, sourcing of our ingredients, and baking are standardized. This is what makes By Madam Rose different. We make our food products consistent – from taste to ingredients, and how we prepare everything. This is the secret to succeed: to be consistent, and to maintain the quality of food we deliver,” Alyssa said.

Challenges in the business

When asked about the challenges she encounters in the business, the young entrepreneur said: “When the demand was increasing for our baked sushi and other products, we were having a hard time in getting raw materials as they were always out of stock,” she said.

“I even had to go to Pampanga just to source out seaweeds. Finding the right suppliers that would provide the authentic ingredients that we use to make sure that what our customers ordered before would be the same in terms of taste, looks and quality. That is why I go for one brand and I stick to it. So whatever brand and ingredients I used when I was starting are the same with what I am using now,” Alyssa explained.

“That is why our customers described our sushi as the best tasting and creamiest. Modesty aside, we never failed to get orders from our customers and this inspires me to look forward to expand the business,” she happily shared.

‘Don’t let others steal your dream’

As a parting shot to other startup business owners, Alyssa said: “Just focus on your vision. There are some people who won’t be supportive. If you let that get into your system, you will just give them the pleasure to celebrate your failure. But if you channel your energy to working on your plans, then slowly you will realize that the effort you exerted pays off.”

She conceded that there are some people who may mean well. “But their negative thoughts in their desire not to see you fail, in effect, steal you of your dream. So, I said to myself, ‘I will not allow people to steal my dream.’ I am blessed that my family has been very supportive of me even my fiance. It’s a family affair and they never let me down,” she said.

She advised young people like herself, not to be afraid to try especially if they see something good in their vision. “I believe that there are only three kinds of people in this world: those who tried; those who just watched; and those who did not try at all because they didn’t believe in themselves. If you believe in yourself, and let God be the guide in your plan, no matter how challenging your journey is, you can be assured that success will happen in whatever you do,” she concluded.

By Madam Rose can be contacted at https://www.facebook.com/bymadamrose.ph