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How Titay’s cookies became a pasalubong favorite

By: - Senior Reporter / @agarciayapCDN
/ 08:57 AM December 17, 2012

It started as a home-made cookie in 1907 in Liloan town in northern Cebu by their great grandmother Titay.

Over a century later, their expanded range of products under Titay’s Liloan Rosquillos and Delicacies, Inc. is now known as among the best “pasalubong” items for loved ones.

Recently the fourth generation of Frascos took over and has already many plans in store for the brand.



In 1907 Lola Titay made a ring-shaped cookie which she sold in her bakeshop.

The business was run just like a typical small neighborhood business in the old countryside community in northern Cebu.

Soon their grandmother Mama Corazon took over in 1999. It was in her time when more products were introduced such as  bread, pastries and biscuits like otap.

According to Aljew Fernando J. Frasco, chief executive officer of Titay’s Liloan Rosquillos and Delicacies, Inc., their father Gerardo also helped in running the family business.

“For a long time the family was just contented with the usual baking then selling. There was not much investment on marketing the brand,” said Frasco.

It went on even when their dad took over in 2000.

“He was already 50 years when he took over so his plans for the business when he first joined was never realized. When we took over early this year, he told us to make those plans a reality,” said Frasco.


Brand Renaissance

Joined by his cousins and siblings, Frasco said they have plans all laid out to reintroduce the brand not only to the Cebuano market but to the whole country.

His cousin Duke Frasco, currently the mayor of Liloan, is the chief finance officer, Margarita Frasco is the chief operations officer, while his brother Don Gerardo handles marketing.

“We took over in February this year and slowly made some changes, first in professionalizing the structure by setting up the executive team,” said Frasco.

The company now employs 118 workers in production, store operations and sales.

main branch

Their main branch is in Liloan where they also have the two hectare plant which can produce at least 3,000 packs of the 180 grams Rosquillos among their many food items.

While their products are available nationwide now, Frasco said they see the need to establish a well structured distribution network that will help them in strengthening their brand image.

product focus

From over a hundred product lines now, the family decided to focus on their best selling products for the reintroduction of their brand all over the country.

“We will focus more on the Rosquillos, Otap, Galletas Bato, Galletas Carmen and Hojaldres,” Frasco said.

They also started working on their distribution in Davao, Cagayan de Oro and in Manila and will soon work on other key areas in all regions.


“We are targeting to have an established network by second quarter of next year. Once we see that happening, we will invest on new machines to help in faster and more efficient production as we expect demand volume to increase,” said Frasco.

According to Frasco, they are banking on the long established branding for their products as “a premium heritage brand.”

From there, he said they will work their way towards strengthening the brand to be able to compete with other new brands now also available in the market.

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TAGS: cookies, Entrepreneurship, pasalubong
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