23/02/2026
Congratulations, JB Bakeshop!
From the very beginning, based on the journey we have followed, it is evident that you truly started from humble beginningsโlimited capital, bold faith, and relentless hard work.
Today, your strong presence across Siargao is a powerful testament that small beginnings, when fueled by discipline and vision, can grow into something extraordinary.
As a valued member of SOEMCO, we are incredibly proud of what you have achieved. Your success inspires not only fellow entrepreneurs but the entire cooperative community.
You did not just grow a businessโyou built a legacy through perseverance.
Padayon sa paglambo. Your story continues to inspire us all.
๐
๐ซ๐จ๐ฆ ๐๐ซ๐๐๐ ๐๐๐๐๐ฅ๐ข๐ง๐ ๐ญ๐จ ๐ ๐๐ข๐๐ซ๐ ๐๐จ ๐๐ญ๐๐ฉ๐ฅ๐: ๐๐ก๐ ๐๐ข๐ฌ๐ ๐จ๐ ๐๐ ๐๐๐ค๐๐ฌ๐ก๐จ๐ฉ
In the heart of the surfing capital of the Philippines, where tourism continues to flourish in Siargao Island, a humble dream rose like freshly baked bread in the early morning light. What began as a simple livelihood to support a young family has grown into one of the islandโs most recognized homegrown brandsโ๐๐ ๐๐๐ค๐๐ฌ๐ก๐จ๐ฉ, owned and managed by ๐๐ฌ. ๐๐ฎ๐ง๐๐๐๐ฅ ๐๐ญ๐จ๐ง ๐๐๐๐๐ฅ๐จ and her husband, Bienvenido Madelo.
The story of JB Bakeshop traces back to Mr. Madeloโs deep love for baking. He honed his skills as a master baker at Fel Bakeshop, a well-established bakery in Surigao City owned by Ms. Junadelโs sister. Armed with experience and confidence in his craft, the couple envisioned building something of their own.
Rather than compete directly with the family business, they saw opportunity in Siargaoโthen an emerging tourism hotspot. With limited capital and no land to build on, they made a bold yet practical decision: they would begin by peddling bread.
Every day, their breadโcarefully baked and wrapped in plasticโwas delivered by foot and by simple transport to sari-sari stores, schools, and neighborhoods. They displayed their products at SNSU Del Carmen Campus, steadily building trust and brand recognition one loaf at a time. It was a test of grit, humility, and faith.
๐๐ก๐ ๐๐ข๐ซ๐ญ๐ก ๐จ๐ ๐๐ ๐๐๐ค๐๐ฌ๐ก๐จ๐ฉ
During one routine bread delivery in 2017, Mr. Aton stumbled upon a vacant space at Numancia Central Mall in Del Carmen. Recognizing its strategic location, he immediately consulted Ms. Junadel. That moment became a turning point.
Originally, they planned to name the bakery after their first daughter, Junabien. However, realizing the importance of brand recall and simplicity, they rebranded to JB Bakeshopโa meaningful acronym combining Junadel and Bienvenido.
Their first official branch in Del Carmen marked the beginning of a new chapter.
๐๐ฏ๐๐ซ๐๐จ๐ฆ๐ข๐ง๐ ๐๐๐ซ๐ฅ๐ฒ ๐๐ญ๐ซ๐ฎ๐ ๐ ๐ฅ๐๐ฌ
Like many start-ups, JB Bakeshop faced operational challenges during its first year. Without formal business education, the couple struggled with financial management and production efficiency. There were instances of mismanaged funds and initial losses.
At first, their mindset was simply to earn enough to sustain daily needs. But when they employed five workers who depended on the business for their livelihood, their perspective shifted. JB Bakeshop was no longer just for survivalโit was now a responsibility.
Mr. Madelo, skilled in handling finances, sought loans and carefully monitored daily cash flow. Meanwhile, Ms. Junadel stepped up in operations, planning, and marketing. She expanded her network and sought government support to strengthen the business.
Through the Shared Service Facilities (SSF) program of Department of Trade and Industry (DTI), facilitated by SNSU Del Carmen and Negosyo Center Del Carmen, they gained access to essential equipment like dough mixers and slicersโhelping sustain and scale operations.
However, growth required bigger investments. Their second-hand oven caused frequent maintenance issues. Determined to improve, they secured financing through microfinance institution to purchase a brand-new oven. Yet another trial emerged when their supplier from Davao City delayed delivery for an entire yearโforcing them to pay loan amortizations without using the equipment.
Still, they persevered.
๐๐๐๐ซ๐ง๐ข๐ง๐ , ๐๐ง๐ง๐จ๐ฏ๐๐ญ๐ข๐ง๐ , ๐๐ง๐ ๐๐ฆ๐๐ซ๐๐๐ข๐ง๐ ๐๐ข๐ ๐ข๐ญ๐๐ฅ ๐๐ซ๐๐ง๐ฌ๐๐จ๐ซ๐ฆ๐๐ญ๐ข๐จ๐ง
Understanding that growth requires learning, Ms. Junadel committed herself to continuous improvement. In 2023, she joined the first batch of DTIโs KMME Online Program. There, she realized the power of digital marketing in an increasingly competitive bakery industry.
She maximized Facebook Live sellingโinitially for other products like bags, and eventually for their breads. The result was immediate: increased orders and a surge in sales.
Applying her new knowledge, JB Bakeshop expanded online by launching a Shopee store, allowing customersโeven those outside Siargaoโto order their famous Pinoy classic hopia 24/7.
Innovation also extended to their product line. Mr. Madelo continuously studied baking techniques through online videos, baker communities, and product testing. By tailoring flavors to local tastes while maintaining affordability, JB Bakeshop struck the perfect balance between quality, originality, and accessibility.
๐๐ฑ๐ฉ๐๐ง๐๐ข๐ง๐ ๐๐๐ซ๐จ๐ฌ๐ฌ ๐๐ข๐๐ซ๐ ๐๐จ
With steady growth, JB Bakeshop expanded to six branches across Siargao:
โข 4 branches in Dapa
โข 1 branch in General Luna
โข 1 original branch in Del Carmen
From peddlers to multi-branch entrepreneurs, their journey reflects disciplined growth anchored in vision and faith.
๐๐๐๐จ๐ ๐ง๐ข๐ณ๐๐ ๐๐ฑ๐๐๐ฅ๐ฅ๐๐ง๐๐
Ms. Junadelโs leadership and perseverance earned her recognition as one of DTI Caragaโs Outstanding Women Entrepreneurs 2025, awarded during the Caraga Womenโs Summit on March 10, 2025โa milestone that affirmed years of sacrifice and determination.
๐๐ก๐ ๐๐๐๐ซ๐๐ญ ๐ญ๐จ ๐๐ก๐๐ข๐ซ ๐๐ฎ๐๐๐๐ฌ๐ฌ
When asked about the secret behind their thriving enterprise, Ms. Madelo shares a simple yet powerful principle: โHave a clear goal and stick to itโno matter the discouragement or hardship.โ
From the moment they opened their first branch, they already envisioned multiple locations across Siargao. They trusted the process, strengthened their partnership, and placed God at the center of their journey.
Their marriage became their foundation. Mr. Madeloโs hard work and craftsmanship blended seamlessly with Ms. Junadelโs perseverance, optimism, and strategic thinking. She became his anchor during storms; he remained steadfast in ex*****on. Together, they built not just a bakeryโbut a legacy.
๐๐จ๐จ๐ค๐ข๐ง๐ ๐๐ก๐๐๐
JB Bakeshop continues to dream bigger. The couple aims to become an accredited Nutribun supplier of DOST Caraga and plans to collaborate with the LGU of Sta. Monica, Siargao, to expand manufacturing capabilitiesโfurther contributing to community nutrition and local employment.
๐๐๐ฏ๐ข๐๐ ๐ญ๐จ ๐
๐๐ฅ๐ฅ๐จ๐ฐ ๐๐๐๐๐ฌ
To aspiring bakery entrepreneurs and MSMEs, Ms. Junadel offers heartfelt advice rooted in her own journey: "๐ฝ๐ ๐๐ฃ๐ฃ๐ค๐ซ๐๐ฉ๐๐ซ๐ ๐๐ฃ๐ ๐๐ค๐ฃ๐จ๐ฉ๐๐ฃ๐ฉ๐ก๐ฎ ๐๐๐๐ฅ๐ฉ ๐ฉ๐ค ๐๐ซ๐ค๐ก๐ซ๐๐ฃ๐ ๐ฉ๐ง๐๐ฃ๐๐จ ๐ฉ๐ค ๐จ๐ฉ๐๐ฎ ๐ง๐๐ก๐๐ซ๐๐ฃ๐ฉ ๐๐ฃ ๐ ๐๐ค๐ข๐ฅ๐๐ฉ๐๐ฉ๐๐ซ๐ ๐ข๐๐ง๐ ๐๐ฉ." She emphasizes the power of modern technology, encouraging business owners to utilize social media not just as a potent marketing tool to reach customers, but also as a vital learning platform to sharpen their craft. Above all, she stresses the importance of investing in continuous knowledge and personal improvement, urging fellow dreamers to trust in God and never give up, even when the road gets tough.
