ILOILO CITY — For Ilonggos, Panaderia De Molo is more than a bakery. It is part of growing up, of family gatherings, of pasalubong brought home from the city, and of memories tied closely to Molo’s old streets and traditions.
Its familiar biscuits and pastries have long been associated with Iloilo’s identity, quietly passed on from one generation to the next.
A Family Story Rooted in Molo
Historical accounts trace Panaderia De Molo’s beginnings to late 19th century (1872), when early bakers in Molo made use of egg yolks left from church construction practices. Over time, these simple beginnings grew into well-loved baked goods that became part of everyday Ilonggo life.
In a recent information briefing, Hyacinth L. Catral (granddaughter of Luisa Jason de Sanson), proprietor of Tiendeciatas de Iloilo Food Products, the hand behind Panaderia de Molo at the malls, spoke about the history, operations, and present direction of the business associated with the Panaderia De Molo name.
The discussion centered on providing factual information and context, while recognizing the deep emotional and cultural attachment Ilonggos have to the brand.
Catral shared that the oversight of the bakery has been passed down through the family over generations. While the business was not directly inherited by her mother, the youngest daughter of Luisa Jason de Sanson, the grandmother her mother was entrusted with the role of managing the bakery, known as the “Bantay" at Panaderia de Molo in Molo branch. All of Luisa Jason de Sanson’s children contributed to the bakery from a young age, helping with its operations. Over time, her mother continued to manage and preserve the brand, and Catral has since assisted in carrying on those responsibilities, ensuring the family legacy is maintained.
Like many family-run enterprises, the transition was not without difficulty, but it was approached with a strong sense of obligation to preserve what had been handed down.
She explained that while recipes remained rooted in tradition, changes were unavoidable. Raw materials available decades ago differ from those today, and baking tools have evolved from firewood to modern tools and equipment, largely due to practicality and sustainability. Still, the intention, she said, has always been to stay true to the spirit of the original products.
Putting Structure to a Heritage Business
As the business grew and adapted to modern realities, formal registration became necessary. Catral confirmed that the Panaderia De Molo trademark was registered in 2013, providing legal recognition and protection for the historic name under Philippine intellectual property laws.
She clarified that the operating business name, Tiendeciatas de Iloilo Food Products, differs from the historical name for regulatory and operational reasons, something common among long-established family businesses. Proper permits and registrations have also allowed the brand to maintain a verified and legitimate presence both offline and online.
The brand’s production is overseen by the family-owned Iloilo HLC Foods Corporation. Meanwhile, the four official Panaderia de Molo stores are operated by Tiendecitas de Iloilo Food Products.
According to Catral, these steps were taken to ensure continuity and clarity, especially in a time when heritage brands naturally attract strong public interest and emotion.
Growing While Staying Familiar
Today, Panaderia De Molo products can be found in major malls across Iloilo City; SM City Iloilo, SM At Iloilo Central Market, Festive Walk Mall, and Gaisano Capital City Mall. The product line has expanded to over 40 items, combining long-time favorites with newer offerings shaped by customer feedback.
Production remains carefully managed to ensure freshness rather than volume. Bakers involved in the process are relatives who grew up in the old bakery, learning by experience rather than through written cookbooks reflecting the way many Ilonggo traditions are passed on.
“Taste is subjective,” Catral noted during the briefing. “The market is big enough for everyone. People should buy where they are happy and where they feel the product suits them.”
Respecting the Customer and the Community
Throughout the discussion, Catral emphasized respect for customers, for differing preferences, and for the wider community. She encouraged the public to choose freely without engaging in personal attacks or negative discourse.
She also expressed heartfelt thanks to loyal patrons who have continued to support the bakery through the years, acknowledging that their trust is what allows a heritage business to survive and grow. Also, emphasized that the bakery’s recipes are based on the original formulations, which is why products such as the Ojandres have received consistently positive feedback. She also highlighted that both positive and constructive feedback are welcomed, allowing the bakery to make adjustments as needed to meet evolving customer tastes.
In response to changing consumer habits, the business has also embraced digital payment options such as GCash and bank transfers, making traditional products more accessible to today’s customers.
A Call for Fairness and Understanding
Catral concluded with an appeal to both the media and the public: to be fair, to verify facts, and to approach discussions about heritage businesses with care and balance.
The goal, she said, “is to continue the legacy left by our elders, especially our lola, to the best of our ability while respecting the shared history that Ilonggos hold dear.”
Moving Forward Together
Panaderia De Molo remains a part of Iloilo’s living story, one shaped by family, food, and community. As it moves forward, its value lies not only in its baked goods, but in its role as a reminder of how Ilonggos honor tradition while adapting to change.
In the end, it is the people—the customers, the bakers, and the community—who keep this heritage alive.
Panaderia de Molo® - Iloilo’s Original Heritage Pasalubong Brand, Proudly Trademarked.
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Email Address: official@panaderiademolo.com
Contact Number: +639296474722
IPOPHL Reg. No.: 4/2012/00710347 & 4/2025/00525628
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1 Comments
This trouble will never end until the original injustice that was committed 4 generations ago finally sees the light. The truth of how Luisa Sansón Jasón Sansón(she married her 2nd cousin on her mother’s side) came to be sole proprietor of what was a Jasón Family business started by her aunts, the Jasón spinster sisters(sisters of her father). People need to start asking the big question: What did she do to make this happen?
ReplyDeleteTo this day her descendants are fighting over her “legacy”. A legacy that is tainted because it was unjustly acquired at the expense of others to whom the Jason legacy should also belong. The unrest isn’t likely to end because all of the eyewitnesses to the original misdeed have since passed on. But there are still people around who know the truth, but I think they keep silent because they don’t want whatever Karma is attached to what happened decades ago to touch them. I don’t blame them. It wasn’t their sin to begin with anyway.