Posts tagged filipinofood
Dreams Become Real at Sweet Condesa

“My son was turning eight, and I told him that when I retire, I’d open a bakery or a cafe. And his response was like, ‘Why would you do that, why would you start your business when you're older? You don’t have to wait until later; you can do it now.’” 


Melody Lorenzo, owner of the modern Filipino dessert catering company Sweet Condesa, recalls her son’s role in motivating her to launch the business, and also notes the influence of her own childhood in creating a project that captures memories of home. 

“I was never a baker. But being born and raised in the Philippines, it was always a special experience to me – all the flavor profiles I feature are flavors I grew up with and enjoyed, especially during the holidays. Those are the ones that I miss most. So I wanted to incorporate that into something more modern — elevating Filipino desserts that could be at home at a formal event or a casual setting,” she says. “For example, childhood favorites like ube, pandan and calamansi and inserting them into familiar items like pies, tartlets, and bars.”

Without formal culinary education or professional kitchen experience, pursuing her dream meant starting from scratch and taking up a new craft – motivated by memories of her favorite sweets to eat and share with family. 

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“I always loved desserts, so in 2008 I signed up for a three-day baking workshop with Meg Ray, the owner of Miette Bakery in San Francisco. And I got so inspired to get good at baking – but I was mostly just doing it on the side for family and friends. And I did that for a couple years, but then had the thought: in any kind of business, you have to give 100 percent no matter what, so even if you have limited time, you still have to give that 100 percent,” she says. 

Melody points to her mother as the source for her entrepreneurial spirit, and notes that by giving the fullness of herself to her work, she’s able to make an impact on people’s spirits. 

“My mom was a caterer in the Philippines, and as a kid, I got exposed to that kind of environment — putting so much hard work and your passion and doing what you love. Now, I’m inspired to pursue my own culinary endeavor to create reimagined and handcrafted Filipino and Latin-inspired desserts,” she says. 

Drawing energy from the smiles of her customers and clients, Melody sees returning that positivity to her community as an integral to Sweet Condesa’s identity. 

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“Because of how my business started, I feel like part of my purpose is to inspire people to see that no matter how busy or hectic your life is as a woman in the modern world, there’s no reason to delay your dream or set it aside — you are able to find the time and the courage to chase your dreams. Thankfully, I have a supportive husband (who coined the term ‘condesa’),  taste testers (my two sons, Aeden and Tiago) and family who are behind me 100%. It’s already hard to build a company, so you might as well do it from a position of confidence! Believe in yourself and believe in your product so that your confidence will translate to the consumers that approach your brand,” she says. 

In this way, Melody and Sweet Condesa do so much more than delight customers, or share Filipino flavors with a broader audience. Every bite of Melody’s pastries, cakes, and treats reflects the spirit of being self-made – a message she wants to share with the world. 

“For aspiring entrepreneurs, remember to follow your heart, pursue your passion, and do what you love.”

Written by Paul Barrera.

Aliwang Lutu: A Different Style of Cooking
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“I remember vividly waking up to a hissing sound – my Apu using her old school pressure cooker, and her pounding away on some garlic in her mortar and pestle. The house would always smell of Gisa, browning onion and garlic, in the big metal kawali, and the doors were wide open so the house wouldn’t get stanky. But the memory of cooking that really stands out is first being taught how to cook rice using my finger as a measurement. That really rocked my world as a little kid interested in cooking.”

Mark Pecson, chef of the brand-new pop-up project Aliwang Lutu, doesn’t hesitate to identify his Filipino childhood as the genesis of his interest in the kitchen. And paired with formal French training in one of the world’s premier hospitality destinations, Mark’s culinary perspectives invite refreshed experiences of Filipino cooking that’s classically rooted in the family table.

“I graduated from culinary school in Las Vegas a few years ago, and worked in a French restaurant for a year at the Cosmopolitan Hotel. Those experiences taught me foundation and finesse, and a great deal of discipline in the kitchen. After applying those techniques to Filipino cooking and foods that I've been around my whole life, my career really took off from there. But just like any other Am-Boy, it was the cooking of my Apu (my grandmother), and my family that inspired me to really delve deeper into my culture and the cuisine,” Mark says.

Using French methodologies to express Filipino flavors, Mark’s cooking honors traditional perspectives by introducing preparation and presentation techniques more closely tied to boutique restaurant experiences, rather than Filipino family parties. Understanding this process as a show of deep reverence for the familial dishes that form his culinary foundation, Mark explains the name of his project.

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“This will be my first dinner under the name: ‘Aliwang Lutu.’ In my family’s native language, Kapampangan, the phrase means ‘a different style of cooking.’ Filipinos are notorious for remaining strictly traditional when it comes to cooking and eating their cuisine, so in itself, the simple act of speaking the name of my project has a certain weight to it, for certain audiences.  I believe that introducing my style of French finesse and aesthetic plating techniques will open the door to new ways of enjoying traditional Filipino dishes for my guests,” Mark says.

Appreciating new ways of doing things – for example, sitting down to a familiar dish prepared in a different way – requires a cultivated ability to loosen the mind and release established ideas of the way things have been done in the past. Fortunately for Aliwang Lutu diners, Mark’s done all the rigorous work of research, ideation, and testing, resulting in approachable dishes that prize experience and smiles as much as excitement and innovation.

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“Inspirational food, for me, has to be tasty, eye-catching, and creative. My cooking style has always been about trying to create a paradox between traditional dishes and flavors, and making it different in more than one way. I find lots of food ideas from high end restaurants, trying to apply a level of finesse and honing in on the concentration of flavors, all while breaking down how chefs innovate with ingredients on the plate,” Mark says.

Importantly, Mark’s vision isn’t just limited to what’s for dinner. He recognizes the impact that projects like Aliwang Lutu and Kulinary Confidential have on individuals, and how those relationships and stories translate into greater strength for the Filipino community and SOMA Pilipinas.

“With Filipino cuisine gaining popularity in today’s food scene, it is very important to utilize channels like Kulinary Confidential and underground popup chefs to highlight talent that may be overlooked, especially here in the Bay Area and in SOMA Pilipinas. The heritage of the Filipino people has been preserved in its food culture, and will continue to be preserved through projects like these, because I believe that our job as chefs is to make doubters into believers, one dish at a time. Being the youngest chef on this panel of amazing chefs, I want to be able to prove my worth and bring a wind of hip, creative energy into this awesome community!”

Written by Paul Barrera. Photography by Albert Law.

The Jeepney Guy: Lechon and the Search for Crispy Skin

“Lechon is what we eat when we want to celebrate something. Weddings, birthdays, baptisms — it’s the official dish for Christmas in the Philippines. It’s a party on a plate!”


Dennis Villafranca’s six years as The Jeepney Guy — serving a straight-up menu of self-professed atypical Filipino cuisine, including his famous boneless lechon — have been dedicated to sharing an energy that harkens to traditional fiestas by presenting a casual, approachable vibe. It’s a family and community-oriented experience that, for Dennis, is critical to the identity of his project because of how The Jeepney Guy got its start.

“In a previous life, I used to work in construction and furniture design. My last job was managing the store planning and design department of a major US retailer. I did that for ten years — until they sucked the life out of me. I just missed too many things with my kids and family. I was always at work. So I walked away from that. Now I cook [lechon] for a living, and my family can't get away from me.”

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Lechon is a unique, centuries-old eating experience that’s dear to Filipino-Americans, evoking memories of milestones and holidays filled with a warm sense of togetherness. For Dennis and his team, joining the rich tradition of roasting lechon meant paying respect to traditional methods and techniques — and tons of hard work to perfect what most consider to be the most essential and defining aspect of a plate of lechon.

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“That crispy skin kept getting away from me. It literally took me years to figure it out, and when I hit that “EUREKA!” moment, I knew I had something special. But the funny thing is, lechon wasn't even part of the plan when I decided to get into this business. I just knew I wanted to cook a lot of meat.”

He’s certainly doing just that, drawing crowds of diners who gawk at The Jeepney Guy’s massive rotisseries packed with rotating spits of pork, anxiously awaiting a plate of Dennis’ famous boneless lechon — roasted for hours and served up traditional with garlic rice and atchara (pickled papaya), or on a fresh roll with adobo au jus. And with Filipino food continuing to capture the culinary zeitgeist — especially on the West Coast — Dennis and his team take pride in their job as stewards of the national dish of the Philippines, even if their methods, techniques, and flavors differ from traditional preparations.

“Lechon is what we eat when we want to celebrate something. Weddings, birthdays, baptisms — it’s the official dish for Christmas in the Philippines. It’s a party on a plate!”

“I put love in every lechon. I still prep each and every boneless lechon that we sell, and we cook thousands of them every year. I’m not ready to hand that responsibility over yet. And my method is far from traditional. This is how I want the pork to taste, and we keep the recipe very simple. People ask me if it’s Cebu style, or they tell me to stick lemon grass or herbs inside the pig. But I just tell them that I want it to taste like pork. I like to think of it as ‘California style!’”

In this way, the scope of The Jeepney Guy represents an approach that mirrors the rising momentum surrounding the Filipino-American community. By applying ideas and principles built on personal experience as well as Filipino tradition, Dennis has created a dining destination that’s fun and easy to enjoy while also representing something much more weighty — the identity of a people, and their collective memories of growing up Filipino in America.

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“I’ve catered more Filipino First birthday parties than I can count. We like to change up traditional Filipino dishes a little bit, and Filipinos get a kick out of it. Lechon is that special dish that you only eat during special occasions. So when you come to us, it feels like an indulgence — like it’s a special meal that you shouldn’t be eating in a more casual setting. And for Filipino-Americans, it’s like you’re reconnecting with those memories of Filipino parties, or maybe even being in the Philippines.”

The Hella Healthy Mission of Oakland’s No Worries

“I was in high school when my mother had a heart attack. The doctors told her it was stress and diet-related.” Jay-Ar Isagani Pugao’s voice is stern as he relays how a deep concern for his mother’s health set off a series of events that led to his fully vegan Filipino project, No Worries.

“My way of trying to help my mom was going vegetarian. And telling her that I just wasn't going to eat any meat, because I thought that was the best thing for her. And I basically was trying to coerce her to cook healthier for everyone by going vegetarian. Which basically worked -- she started cooking healthier, she is actually the one who found the meat alternatives that I use, like all the soy proteins, the tofu, the Seitan. She is the one that found these alternatives, and so ever since she started using them in Filipino dishes -- you know, the first time she used it in a Filipino dish, I was almost mad at her, I was like, "Mom, what is this, I told you I am vegetarian!" And you know, she showed me the packet of what she was using, which wasn't meat, and I was just kind of blown away because I was eating it and it was our flavor, but it wasn't meat.”

For Jay-Ar, both the practice of cooking and the practice of not eating meat quickly evolved into more than just methods for a healthier family lifestyle -- and it’s a mindset that he’s tried to build into the No Worries ethos since he started the project as a high-schooler in Oakland, 18 years ago.


“It was just something I knew I had to spread. I was really into vegetarianism at the time -- you know, aside from being passionate about trying to get my family healthy, I was really into the benefits of being vegetarian. So you know, it was borne out of, "You know what, I need to help my family get healthy. I feel like I can get in the kitchen," but it wasn't really my passion until I started doing it. When I started doing it, it just became something I loved. Feeding people delicious and healthy food is something I love, knowing the benefits of vegetarianism, and if I can allow someone to eat one meatless meal, that's something I love. And so these are things that became a part of cooking for me, you know, so it wasn't something that I knew I was passionate about until I started doing it.”

He also stresses the evolution of his passion and mission, initially growing out of a desire to expand the palates and health consciousness of his own Filipino community while also understanding No Worries as a project that pursues positive outcomes for the entire planet.

“Early on, I was trying to prove to my Filipino community that [No Worries] was Filipino food. It was a little bit backwards because I wasn't trying to feed all people. I was trying to take care of my community by showing them what was healthy, but traditional. So I wasn't out there, care of my community by showing them what was healthy, but traditional. So I wasn't out there, like, "Hey [everybody], look! This is the new wave, this is Filipino food! It wasn't like that at all." It was more intimate. And it was a more traditional agenda, and that was just trying to provide healthy food to my community while preserving the flavors. But what I am doing now is for the health of everyone who wants it, and really for the planet, and for animals. I mean, that's just what I have evolved to.”

But arriving at this point as a Filipino vegan restaurant -- serving popular dishes like apritada, bisteck, and lugaw that are traditionally flavored with meat -- meant dealing with skepticism about his food from the Filipino community itself, a process that, while difficult, Jay- Ar says led to a progressive, clear-headed way of thinking about his restaurant and about Filipino-American cultural identity.


“The reality is I actually endured hecka criticism, and for hella long, [Filipino] people were telling me ‘That's not Filipino food.’ And sometimes I would go to family parties, you know, my mom had to stick up for me, she had to be like, "Oh, he already ate, it's OK. He already ate." You know, my mom had my back, because she knew my ultimate goal. I was hella about that life. And then, you know, things happen, I do more markets here and there, and the vegetarian community, or I would say, Americans, started to come to [mess] with me. And to them it was exotic, but it was also, like, authentic. To me, you can look at the Philippines in general, and take one dish, and it's cooked differently in different regions. So to me, that means I have the capacity to make it mine. And when you look at it in that way, then you know, then it's like, ‘This is Filipino, because I made it.’”

That certainty around the positivity of the No Worries mission, as well as its decidedly Filipino identity, has led to opportunities where Jay-Ar is able to address the initial aim of his project -- improving the health and diet practices of the Filipino-American community.



“Eventually, when I opened my restaurant in 2010, we had a big-ass following, but it was mostly non-Filipinos. And somehow, like, different Filipino news learned about us, and then I got on Adobo Nation, and then Filipinos started coming to my restaurant, bringing their grandmothers, or being like, "Yo, my tita hella appreciates what you do." And so something clicked -- or, a realization happened for me where, I thought to myself, like I can't really try to convert people or bash people in the head. It's just -- people will come when it's their time to come. And you know, I started getting a little bit larger, and San Francisco General Hospital, Kaiser, and different health clinics started calling me, asking me to do [healthy] cooking demos, because a lot of their patients were Filipino elders! So that was crazy to me, you know, of course, a lot of nurses are Filipino, but a lot of their patients were Filipino elders, too.”

And although he keeps his Filipino heritage at the forefront of what he does in the kitchen, Jay-Ar maintains that No Worries is concerned with a goal that’s much larger than what he initially set out to do, a“I am like, 18 years strong vegan -- you know, my perspective on this is I am creating tradition at this point. I don't really care anymore what people say about, "Oh, breaking tradition, or this is not part of [Filipino food]," I don't really care about that anymore. To me, if I can get one meatless meal off of your plate, I have done my job because we have saved hella gallons of water, natural resources, an animal, and your body. So you know, that is just where I am at, so, you know, if you are asking me now what I wish to bring, I just want to bring No Worries in its most authentic mission, which is to just do good for the world, man. I want to do good for your body, the planet, the animals, that's really what I want to do.”

And he’s looking forward to sharing his take on Filipino food and culture with the visitors to UNDSCVRD. 

“As a people, we are hella wealthy, we are rich with talent and culture. All of it. And to me it's an honor to be a part of it, because what I am doing is different, and to me, [with] UNDSCVRD, [we] are trying to showcase Filipinos in their dopest form, so I am hella with that.”