#CulturePH - From Island Kitchens to Nationwide Carts: How Shopee is Helping Rural MSMEs Thrive
In the quiet corners of the Philippines—where cacao trees flourish and arrowroot cookies are baked with love—two small businesses are making big waves. What started as humble, homegrown ventures in Marinduque and Sarangani are now reaching customers across the country, thanks to a little grit, a lot of heart, and the power of e-commerce.
Meet Rey’s Bakeshop and Don Ricardo Chocolate Shop—two rural MSMEs (micro, small, and medium enterprises) that are proving you don’t need to be in a big city to make a big impact.
A Taste of Tradition
Rey’s Bakeshop has been a Marinduque staple since 1987, when retired home economics teacher Josefa Rodil began baking uraro cookies in her kitchen. Her daughter and granddaughter have since carried on the legacy, with Eunice Rey-Montesa returning from abroad to help the family business grow.
In Sarangani, Ricardo Magnayon Jr. turned a failed rubber farming plan into a thriving cacao business. What began as a way to support local farmers became Don Ricardo Chocolate Shop, launched in 2020 during the height of the pandemic.
Turning Challenges into Chapters of Growth
Like many rural businesses, both faced steep challenges—limited foot traffic, high logistics costs, and little access to digital tools. The pandemic nearly shut them down. But instead of giving up, they adapted.
With support from the Department of Trade and Industry (DTI), Rey’s Bakeshop joined Shopee’s e-commerce platform. “We started small, just learning how to list our products,” Eunice shared. “But soon, orders came in from places we never imagined—Cavite, Laguna, Metro Manila.”
Don Ricardo Chocolate Shop also found its stride online. “We wanted to make it easy for people to find us and come back,” said Princess, a company representative. “Shopee gave us that.”
Today, Rey’s Bakeshop ships across Luzon, and Don Ricardo Chocolates are enjoyed in over 30 provinces nationwide.
More Than Sales—It’s About Impact
Behind the scenes, Shopee and government programs provided training, logistics support, and digital tools tailored for MSMEs. These businesses are now expanding not just in reach, but in ambition. Rey’s Bakeshop is working toward FDA certification, while Don Ricardo recently opened a flagship café in General Santos and is preparing to launch in Quezon City.
But perhaps the most inspiring part? Their growth uplifts entire communities. From supporting local uraro suppliers to empowering cacao farmers, these businesses are rooted in purpose.
The Bigger Picture
Stories like these remind us that success doesn’t always mean leaving your roots behind. Sometimes, it means letting those roots grow deeper—supported by the right tools, the right partners, and a community that believes in you.
With platforms like Shopee helping bridge the gap between tradition and technology, rural MSMEs are proving that local flavors and family legacies can thrive on a national stage.
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