“ My biggest challenge having a food business is that I have no mentor. Even though our family business is already successful, my business is very different. I can get a lot of help and advice in terms of finance. But the real challenges are the details that revolve around one’s products, to name a few, permits, certifications, all the legalities, dealing with your partners and clients.”
AS author and psychologist Angela Duckworth aptly describes, grit isn’t just stubborn persistence; it’s about choosing the right goals. She asserts that “grit is actually a better predictor of success than talent, intelligence or any other factor.” Katrina Valdehueza, owner and chief executive officer of Hueza Bakery, embodies this grit.
After graduating from the International School of Culinary Arts and Hotel Management in 2013, Valdehueza established a commissary that unfortunately did not last. However, she bounced back after a break from the business, beginning to sell cookies online and at pop-up bazaars in 2017. As demand grew, Valdehueza decided to register under the Department of Trade and Industry’s small business program in June 2020.
TOO TOUGH TO CRUMBLE After graduating from the International School of Culinary Arts and Hotel Management in 2013, Katrina Valdehueza put up a commissary that unfortunately did not last. However, she bounced back after a break from the business and started selling cookies online. CONTRIBUTED PHOTOS
Hueza Bakery produces unique, very thin cookies called “crisps”— a cross between a cookie and a biscuit — with flavors derived from her grandmother’s recipes.
Valdehueza explained the name: “Hueza is one-half of my name; it doesn’t mean anything. I wanted my second startup to be fun and less complicated than the first. I believed if I did it this way, my goal would be clearer, and it would not be as stressful like before; this mindset is working for me until today.”
Reflecting on her earlier venture, she said, “I learned many things during my commissary days. I can say I learned everything from scratch. There were countless times that I made the wrong decisions; I knew I was good at my craft, but running a business was not the same. I learned that the hard way.” When the commissary closed, she and her business partners sold everything, leaving her with just one oven and one mixer. She started her second attempt with only a small capital.
“Failing was always at the back of my head, and my anxiety of history repeating itself was [and still is] tremendous. Having a business, whether small or big, is very hard. I don’t remember how many times I have cried,” Valdehueza admitted.
“My biggest challenge having a food business is that I have no mentor. Even though our family business is already successful, my business is very different. I can get a lot of help and advice in terms of finance. But the real challenges are the details that revolve around one’s products, to name a few, permits, certifications, all the legalities, dealing with your partners and clients.”
During the bakery’s first months, average profit was low, but it slowly picked up as she learned the ropes. Now, and especially during peak seasons, Hueza Bakery can barely keep up with demand — a “good problem” to have.
This second business attempt began with just three people: Valdehueza and two employees from her first startup. Their previous collaboration meant they knew what mistakes to avoid and how to make better decisions. “We became stronger as a team even though we were just three. Unbelievably, we handled everything together. We made it happen. Hueza Bakery is now a team of 10, with some additional working as freelance staff.”
Valdehueza now approaches her business with confidence. She believes that homemade culinary goods are strong competitors in the Philippines’ fast-moving consumer goods market. “The market now is looking for something different from the ones that have been present for so many years already,” she said. “The market is changing; our palate is growing diverse, especially with the influence from our neighboring countries. Our taste is evolving, and we are always searching for something different. More often than not, home-made food tends to lean toward comfort food, which is healthier and more sustainable.”
She observes that consumers are more conscious now about what they eat, where the food comes from and how it is made. That’s why at her bakery, she ensures her cookies are distinctive and have the right amount of crispiness. “The method of producing this ‘right amount of crisp’ takes a lot of time, skill, technique and experience. Each bag of Hueza crisps is handmade and not done by a machine. This creative process is what we patented because this is our brand identity. Without this process, we will just be normal — maybe just flat — cookies.”
When asked about her most rewarding moment as an entrepreneur, she cited the bakery being named Best New Product for 2024 and cited for its packaging, which has a youthful vibe. “We are really proud to be a 100 percent local snack. We also partner with local suppliers, and two of our flavors use coconut sugar.”
Hueza Bakery offers only four flavors, prioritizing quality over quantity. “Even though we are categorized as cookies or biscuits, we are still considered as a ‘niche’ market. Our marketing proposition is to make our products ‘affordable premium.’”
She commends her team for Hueza Bakery’s current success. “I am very lucky I have the best team. My team is very small, but our dynamics are great… We really study the market. We always keep in mind that although innovation (curating new flavors) is the key, we must stick to the simplicity of the ingredients, and eventually, our products will speak for themselves.”
Valdehueza affirmed her commitment to creating her crisps — “simple but not basic.” “It is amazing how you can turn simple basic ingredients into something others love to eat. This idea gives me joy. We Filipinos love to eat. You do not have to make food complicated.”
She advises aspiring entrepreneurs: “You need to have a lot of patience and perseverance. Not all days are good, but not all days are that bad. You also have to champion your products — love them and share this love with others. You can be humble in life, but you can also be proud of your business.”
Owing to positive customer reviews and feedback, Valdehueza is confident her crisps will succeed in the international market. “Our goal for 2025 is to expand globally. When we started joining food expos, we had a lot of international interests and buyers. This opened up the idea that our product can actually cater outside of the Philippines.”
The Integrated Marketing Communications graduate from the University of Asia and Pacific is now truly armed with enough talent, skills and loads of grit to keep her going. Hueza’s manufacturing plant is located in Las Piñas, with products distributed in supermarkets, specialty grocers, cafés and through online shopping.
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QUICK QUESTIONS
What is your greatest fear?
My greatest fear is leaving my children behind — I have an autistic son. Jellyfish is another.
What really makes you angry?
No coffee.
What motivates you to work hard?
My parents, because we lived a very comfortable life. I want to give the same to my own family.
My team — knowing that I am also supporting the lives of their children.
What makes you laugh the most?
Reels my husband and I keep passing to each other.
What did you want to be when you were small?
I wanted to be a crime investigator (too much “CSI”).
What would you do if you won the lotto?
Nothing — so no one will know.
If you could share a meal with any individual, living or dead, who would they be?
My awesome son Eli — it’s very difficult to have a meal with him because he’s in the spectrum. That will be the best day if we can sit, eat and tell stories together.
What is the most daring thing you have ever done?
Hmmm… none that I can think of. Good girl peg.
What was the last book you read?
“Verity” by Colleen Hoover.
Which celebrity you would like to meet for coffee?
Gong Yoo.
What is one thing you would never do again?
Speech to a full audience — I’m an ambivert.
Where do you see yourself in the next 10 years?
Maybe still at the beach with my family — we love beaches in the Philippines. And hopefully with a global Hueza.
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