MANILA, Philippines | October 2025 — Every year, the world comes together on World Bread Day to honor one of humanity’s simplest yet most meaningful creations: bread. Beyond being a staple food, it represents nourishment, community, and the tireless effort of those who craft it.

For Filipinos, every loaf—from the humble pandesal to the most intricate pastry—symbolizes hope, resilience, and the heart and hard work of every baker. It celebrates the skilled hands that make it possible to have bread on our tables every day.

This year, Aboitiz Foods, through Pilmico Flour, joined the global celebration by launching MasaHeroes — a campaign dedicated to honoring the bakers, chefs, noodle makers, and dumpling wrapper makers who keep the local food industry thriving. Combining the Filipino word Masa (dough) with heroes, the campaign celebrates the everyday champions who help the Filipino baking community rise, one baked good at a time.

A Celebration of Passion and Partnership

The grand launch of MasaHeroes was held on October 18 at the One Ayala Events Center in Makati City, Philippines, drawing over 1,500 attendees—including home bakers, entrepreneurs, and aspiring culinary professionals. Guests enjoyed a showcase of MasaHeroes creations, live baking demonstrations, games, and raffle prizes that combined both fun and learning.

“We celebrate World Bread Day not just for the product, but for the partnership we share with every baker, chef, and entrepreneur,” said Ramy Hocson, Assistant Vice President for Food and Nutrition at Aboitiz Foods. “Our MasaHeroes are the heart and soul of our success. Our commitment is to continue helping them rise through our unwavering support and quality products.”

A Shared Commitment to Growth

Pilmico’s vision to empower the local baking community was supported by key partners, including the Department of Trade and Industry (DTI), the Technical Education and Skills Development Authority (TESDA), and UnionBank.

Each organization played a vital role during the event, from TESDA’s focus on technical skills development to DTI’s business support and UnionBank’s financial empowerment. Their presence underscored a shared mission: to nurture local entrepreneurs and equip them with the tools they need to grow sustainably. 

This hands-on collaboration ensures that every baker gains more than knowledge; they gain partners who believe in their potential.

Stories That Inspire

At the heart of the MasaHeroes campaign are the stories of individuals whose passion and perseverance define the local food industry.

The campaign’s inaugural video series featured Chef Warly Castro, a long-time Pilmico partner and dedicated pandesal baker. Through his craft, Chef Warly was able to send his children to school and build a successful business. Today, he continues to share his expertise as a bakery trainer, finding fulfillment in teaching the next generation of bakers.

“Ang naranasan ko sa araw na ito, na kasama ko ang buong Pilmico Flour, ay sobrang saya po talaga,” shared Chef Warly. “Kitang-kita ko ang kasiyahan ng mga tao doon, at lalo pa akong sumaya dahil nakita ko rin po dito ‘yung mga dating students ko. Masayang-masaya po talaga ang aking pakiramdam, kaya nagpapasalamat ako nang lubos sa Pilmico Flour.”

(English Translation: “Being in this event, with the entire Pilmico Flour team, brought me so much joy,” shared Chef Warly. “I could clearly see the happiness of everyone, and it made me even happier when I saw my former students among the crowd. I truly felt overjoyed, and I am deeply grateful to Pilmico Flour.”)

His story, along with those of five other MasaHeroes, will be featured on Pilmico Flour’s official Facebook page, highlighting the people whose dedication continues to nourish communities across the country.

Through MasaHeroes, Pilmico, and its partners reaffirm their commitment to the Filipino baking community. By combining quality ingredients, business support, and long-term collaboration, the campaign embodies a simple yet powerful promise: ‘When we rise together, we nourish more than livelihoods — we nourish the future.’

Frequently Asked Questions

What is the broader message and commitment behind MasaHeroes?
MasaHeroes reflects Pilmico’s commitment to empowering the Filipino baking community beyond just providing quality ingredients. By combining product support, skills training, and multi-sector partnerships, the campaign embodies the promise that when the baking industry rises together, communities are nourished — not just in terms of livelihoods, but in building a more sustainable and inclusive future.

What is the MasaHeroes campaign and who does it celebrate?
MasaHeroes is a campaign launched by Pilmico Flour on World Bread Day to honor the everyday champions of the Filipino food industry — bakers, chefs, noodle makers, and dumpling wrapper makers. The name combines the Filipino word Masa (dough) with heroes, recognizing the skilled individuals whose dedication keeps local baking communities thriving and puts bread on Filipino tables every day.

How was the MasaHeroes campaign launched and how many people attended?
The MasaHeroes grand launch was held on October 18, 2025, at the One Ayala Events Center in Makati City, Philippines. The event drew over 1,500 attendees including home bakers, entrepreneurs, and aspiring culinary professionals. It featured a showcase of MasaHeroes creations, live baking demonstrations, games, and raffle prizes that combined fun with learning.

Which organizations partnered with Pilmico to support the local baking community?
Key partners supporting the MasaHeroes campaign include the Department of Trade and Industry (DTI), the Technical Education and Skills Development Authority (TESDA), and UnionBank. Each played a vital role — TESDA focused on skills development, DTI provided business support, and UnionBank offered financial empowerment tools to help bakers and entrepreneurs grow sustainably.

Who is featured in the inaugural MasaHeroes video series?
The campaign’s inaugural video series spotlights Chef Warly Castro, a long-time Pilmico partner and dedicated pandesal baker. Through his baking craft, Chef Warly was able to send his children to school and build a thriving business. He now shares his knowledge as a bakery trainer, finding fulfillment in mentoring the next generation of bakers. His story and five others will be featured on the official Pilmico Flour Facebook page.