Rooted in Sweetness

Desserts are deeply ingrained in Filipino culture, and no matter where you travel in the Philippines, you will always find something sweet to try. In San Pablo City, Laguna, one local delicacy stands out: Ube Halaya – a Filipino dessert made from boiled and mashed purple yam.

Among the skilled artisans making this popular treat is Teodora Calingacion, a 57-year-old entrepreneur with a story of resilience and determination. She is the fourth of six siblings. Teodora may have only completed high school, but that does not limit her dream of having a good life.

At 18, she began selling kakanin in Calamba City as a vendor. A year later, she returned home, married in 1987, and with her husband – a security guard – worked hard to support their children’s education.

In 2016, with her husband’s retirement, the couple decided to invest their full energy into making and selling ube halaya. Her husband, who had prior experience in Ube Halaya production, uses his learnings as a foundation for their growing business. Confident that Filipinos’ love for sweets would drive demand, Teodora rented a small roadside space to sell their product. Over the past eight years, they have built a loyal following.

To ensure freshness, all their Ube Halaya is made to order. During festive seasons like Christmas and New Year, their products became especially popular, helping to balance out the quieter months.

Teodora has also received support from CARD Bank, a microfinance-oriented rural bank, which has helped her grow her business. A client since 2003, she now uses a PHP 80,000 loan exclusively for her ube halaya production.

“Through the years, I have seen how CARD has continuously improved their products and services, and I am satisfied,” she said.

In addition to her classic ube halaya, she also sells leche flan and ube lecheflan that reach neighboring towns and even overseas.

Looking ahead, Teodora intends to expand her market while maintaining the quality of her products.