Banahaw Creations: A Venture Report

Date

5-2025

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Rei Chino C. Pua

Committee Member

Cris Edwin B. Bonalos, Phoebe Jane D. Williams, Dia Noelle F. Velasco

Restrictions

Restricted: Not available to the general public. Access is available only after consultation with author/thesis adviser and only to those bound by the confidentiality agreement.

Abstract

Banahaw Creations is a culturally inspired food venture born out of a deep personal connection to Filipino traditions and a strong academic foundation in agribusiness. The brand was established by Queen Anne Xyza A. Salayo, a senior BS Agribusiness Management and Entrepreneurship student from the University of the Philippines- Los Baños. The inspiration for the business emerged from a heartfelt memory of her grandfather, who regularly enjoyed leftover rice—known as bahaw—after long hours of farm labor in Lucban, Quezon. This simple yet meaningful practice, once seen as a modest tradition, has now become the emotional and strategic cornerstone of a promising food enterprise.

The flagship product, Pangsapaw sa Bahaw, is a line of Filipino-inspired fried rice seasoning pastes created to transform leftover rice into flavorful, ready-to-eat meals. With six signature flavors—Chicken Adobo, Beef Caldereta, Pork Kinulob, Mixed Seafoods, Festive Java, and Savory Garlic—the product is rooted in both culinary heritage and modern convenience. These pastes are made from locally sourced ingredients and preserved through pressure canning and vacuum sealing, allowing them to be stored safely while maintaining rich, authentic taste. The product offers a practical solution to everyday cooking needs while championing food sustainability by reducing waste.

Launched in September 2024, Banahaw Creations quickly gained traction through student expos, online platforms, and word-of-mouth marketing. It successfully expanded its offerings in March 2025 with the introduction of BaChao Fan, a Chinese-style ready-to-eat rice meal. The business was designed to address a combination of cultural, economic, and environmental challenges, such as rising food costs, growing food waste, and the disconnection between agricultural production and modern meal habits. Banahaw Creations directly sources ingredients from farmers and wet markets in Lucban and Lucena, supporting local livelihoods and reducing its environmental footprint.

The venture differentiates itself in the marketplace through its unique positioning as the first Filipino-inspired fried rice seasoning paste brand. While indirect competitors like Knorr, Maggi, and Mama Sita’s offer general-purpose seasonings, none are specifically created to complement bahaw or cater to the emotional and cultural context of Filipino rice consumption. Banahaw Creations fills this gap by offering a product that is affordable, meaningful, and versatile, designed to bring comfort, flavor, and practicality to the everyday Filipino kitchen.

Its market segmentation focuses on students, working professionals, parents, and overseas Filipino workers who seek affordable yet tasty meal solutions. By leveraging both physical and digital distribution channels—including bazaars, partner stores, Facebook page, and reseller partnerships—the brand has achieved impressive reach even in its early stages. Sales performance from September to December 2024 surpassed expectations, fueled by bulk orders, repeat buyers, and creative promotional campaigns. Customer feedback consistently highlights the product’s taste, convenience, and connection to Filipino values.

One of the most impactful and unexpected factors that boosted the entrepreneur’s mindset was her involvement in the Youth Farmers Challenge (YFC) Program under the Department of Agriculture. While originally joined for the grant, the learning experience and the program helped sharpen her entrepreneurial instincts, which challenged her to think more strategically, and pushed her to be more professional in running a venture.

The possibility of receiving a grant was a great motivator, but what truly inspired her was the realization that she could pursue her passion for food and creativity while earning from it. This sparked a deeper sense of responsibility, not just to meet expectations but to go beyond them and prove to herself and to others that we could build something meaningful and sustainable from our ideas.

Banahaw Creations is more than just a food product; it is a social enterprise built on sustainability, innovation, and community empowerment. The founder actively trains and employs out-of-school youth and single mothers, demonstrating the brand’s commitment to inclusive growth. As it looks toward national and global expansion, Banahaw Creations aims to formalize operations, secure FDA and Halal certifications, and develop a dedicated commissary kitchen and logistics network.

With a clear vision, strong core values, and a growing customer base, Banahaw Creations stands out as a heartfelt, homegrown innovation that reimagines the way Filipinos see, prepare, and celebrate rice. The brand hopes to become a household name that bridges tradition with transformation, proving that even the simplest of food, like bahaw, can spark a business rooted in purpose, pride, and progress.

Language

English

LC Subject

Business enterprises--Philippines, Food--Quality

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2025 M17 S25

Notes

Award: Best Special Problem (Agribusiness Entrepreneurship Track)


Document Type

Thesis

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