by Sara Grace C. Fojas
In a Filipino breakfast, a plate fried rice with eggs and corned beef is typical. Stored in a can, the corned beef takes only a few minutes to heat. It is the go-to meal when you’re rushing to work and also the emergency meal when there’s a typhoon or other disasters. Hence, corned beef has become a favorite among Filipinos, especially during breakfast when you can quickly whip it up with a little bit of garlic, onion, and small cubes of potatoes.
Delimondo started with a special formulation of corned beef that was created only for the Enrile family, but once their friends had a chance to taste it, the news of how delectable it was spread like wildfire and suddenly, everybody wants to have cans of it inside their home.
“I started sending it out as gifts to friends, no label. After a while, they asked me where they could buy the corned beef. We weren’t selling it but we were supplying it to one of the food chains here in the country. So I tweaked it and now I have my own formulation that’s different from the one we’re supplying. We started with all the sausages and the corned beef and later on came this other stuff. The packaging is also something I came up with. It’s always been like that, white and simple,” says Katrina Ponce-Enrile, JAKA Group of Companies CEO and president.
From corned beef, more appetizing stuff has since followed—luncheon meat, sausages, jamon, bacon, longganiza, and bagnet, as well as pasta sauces, pate, bottled aromatic oils, dips, sauces, marinades, and more. They literally gave Filipinos a line of ulam they can fill their refrigerators and shelves with.
But there is no stopping Katrina from catering to the Filipino taste, being a foodie that she is. Recently, she opened the Delimondo Store, a fresh and refined store at JAKA Center, Urban Avenue corner Chino Roces, Makati City.
The new store, with its welcoming white walls, marble tables, quaint wooden chairs, and wall-to-wall product displays, allows everyone to sit and enjoy a cup of coffee while deciding what product to buy or what dish to order. Yes, it now serves dishes to share with friends and family, plus specialty cakes and breads for dessert.
During its soft-opening, guests were served with a wide variety of product smokes, from sour and spicy kimchi fried rice with slices of luncheon meat and spicy tinapa rice with tomatoes, onion, and fried garlic, all reminiscent of breakfast in the countryside, to the hearty kaldereta corned beef lasagna. The desserts were ube cheesecake and, my personal favorite, San Marco cake, a really light chiffon cake with whipped cream and topped with caramelized yema.
“There are going to be other variants. The menu is going to change to test the market and we’re adding more all-day breakfast meals. The goal is to increase awareness of our other products at the same time give our customers ideas on how else to prepare our products,” says Katrina.
Delimondo store is located at JAKA Center, Urban Avenue corner Chino Roces, Makati City.
It is open from Monday to Friday, 7 a.m. to 6 p.m, and Saturdays from 7 a.m. to 3 p.m.