In the heart of Bacolod City, a simple bakery stall blossomed into a nationwide phenomenon. Merzci, now a familiar name across the Philippines, began in 1995 with a single vision – to redefine the art of the *pasalubong*, the cherished tradition of bringing home gifts.
Jonathan Manuel T. Lo, a marketing specialist who dared to become an entrepreneur, founded Merzci. He understood the power of connection, the desire to share a taste of home with loved ones. From that initial stall in Libertad Market, a brand was meticulously crafted, one delicious bite at a time.
The key to Merzci’s success lies in its signature offering: piaya. This isn’t just any flatbread; it’s a local treasure, lovingly filled with rich, dark muscovado sugar. Today, a staggering 150,000 piaya are baked fresh daily, a testament to unwavering demand and strategic investment in modern automation.
The company’s ambition isn’t simply to be the biggest, but to be unforgettable. “Our goal is not to be No. 1, but to be top of mind,” explains a company representative. They strive to be the first name that comes to mind when anyone thinks of bringing a piece of the Philippines home.
Merzci’s strategy is built on relentless consistency and unwavering visibility. They don’t shy away from making their presence known, actively engaging through advertisements and maintaining a vibrant presence in the digital landscape and at key industry events.
Even amidst the challenges of a global pandemic, Merzci refused to fade into the background. Through innovative digital engagement and heartfelt community initiatives, they maintained a strong connection with their customers, ensuring their brand remained firmly in the public consciousness.
Beyond traditional retail, Merzci actively seeks opportunities to serve the wider community. Their participation in events like the Department of Science and Technology’s Disaster Preparedness Visayas Leg demonstrates a commitment to aligning with vital government and institutional programs.
In 2023, Merzci expanded its mission beyond delectable treats, venturing into the realm of nutritious food production. This bold move led to partnerships with schools and local governments, providing essential fortified food products to those who need them most.
Recognizing Merzci’s capabilities and resources, the Department of Education entrusted them with a crucial task: producing iron-fortified rice. This collaboration highlights the company’s dedication to not only satisfying appetites but also nourishing communities.
Currently, one of Merzci’s Bacolod factories is dedicated to producing fit bars and cheese curls, specifically designed to support school feeding programs. For the upcoming 2025-2026 school year, they are preparing to deliver five million fit bars, with an additional three million slated for completion by March.
