A sweet family legacy

Edna’s Cakeland has been around for 29 years and is owned by a family. They have a recipe for success that includes quality, tradition, and a bit of innovation.

Anna Gonzales, the CEO and daughter of the founders, Herminio Gonzales and Edna Gonzales, shared with us the story of Edna’s Cakeland. She talked about the challenges, happy memories, and the secret ingredients that make it successful.

“Edna’s Cakeland is in its 29th year this coming October,” Anna shared and detailed how the business began in 1996. “It started at the kitchen of our home, in Kapitan Pepe Subdivision, Cabanatuan City. It started as my mom’s hobby when she was still a bank manager.”

The transition from hobby to business wasn’t without its challenges. “Before, it used to be just my mom and dad and an assistant for my mom. She had to bake until midnight  at the start to provide all the orders and have freshly baked bread in the morning.”

Anna’s admiration for her parents’ dedication is evident. She said, “Their dedication to their business was what made it last this long.”

Growing up surrounded by the sweet scents of a bakery left a lasting impression on Anna. “I usually played in the kitchen watching my mom create all these beautiful cakes and pastries. Smelling home-baked goodness as I wake up in the morning.” With this, it comes as no surprise that Anna then followed in her mother’s footsteps.

“I started managing a whole store four years ago, Anna recalled how she and her mom worked hand in hand to build the business. “I remember her saying that you should be very hands-on in the business, wake up early, and be passionate about what you are doing. Be knowledgeable in all aspects of the business,” she added.

When asked about the specialties of Edna’s Cakeland, Anna beamed, “Our bestsellers are our wide array of cakes, breads, and pastries that are home-baked every day.” She emphasized the enduring appeal of quality, “I think that it’s the passion for maintaining the home-baked goodness and quality of our products that keep us successful and also the continuous innovation of creating cakes and pastries.”

With its growing popularity over the years, Edna’s Cakeland caught the attention of Kris Aquino and had the brand featured in her show a few years ago. “It was an amazing experience. To have to talk to and be interviewed by her was such an honor,” Anna raved. “To know that she loved everything that we made her try was a validation that Edna’s Cakeland has created quality and delicious cakes and pastries.”

Edna’s Cakeland now boasts an impressive 10 branches across Nueva Ecija and Pampanga, with plans for further expansion. Anna provided a list of all branches and this includes the main branch in Kapitan Pepe Subdivision, Cabanatuan City; SM City Cabanatuan; SM Mega Center Cabanatuan; Waltermart Cabanatuan City; Waltermart San Jose City; Robinsons Gapan City; Sto. Rosario Angeles, Pampanga; SM Telabstagan; SM City Clark; and Nepo Mall Angeles.

Success is sweeter when shared. And behind every successful person is often an equally supportive partner.  With this, Anna spoke fondly of her relationship with actor and media practitioner Justin Cuyugan, “We are doing great. He’s a very kind and supportive partner. We support each other’s endeavors.” Justin’s construction business expertise has been instrumental in building Edna’s Cakeland stores in Pampanga. In fact, a new branch was opened in SM Clark last May 4.

Edna’s Cakeland is more than just a bakery. It is home to well-kept recipes, traditions, passions, familial love, and a long-lasting legacy. — Nickie Wang