Founder Joaquin Katigbak shares how IJO’s commitment to quality, flavor, and community helped the homegrown brand expand beyond its hometown.
Opening the door to an IJO store, you’re greeted by the comforting scent of melted butter and freshly baked pastries. For a brief moment, the aroma transports you to a quiet viennoiserie somewhere in France, where trays of golden croissants cool behind glass, and the air makes your mouth water. Then, just as quickly, you’re pulled back to Batangas by a familiar voice with a distinct accent asking, “Ano po sa kanila?”
Once a gatekept Batangas stopover, IJO has since evolved into a must-visit destination in the South. The crowd favorite has a way of making people fall in love after just one bite, thanks to its indulgent take on classic pastries. In an exclusive interview with Lifestyle Asia, IJO founder Joaquin Katigbak shares the journey behind building what has become one of the province’s most beloved pastry spots.
READ ALSO: Sinta, Tagaytay: Where Art, Dining, And Celebrations Come With A View
A Passion That Was Never Half-Baked
Before opening three branches across Calabarzon, Joaquin began his journey as a pastry chef, honing his craft both locally and internationally. “I started my pastry career working with restaurants here and abroad,” he recalls. “I focused on restaurant pastry kitchens—preparing ice creams, plated desserts, and petit fours.”
In the midst of his daily grind as a pastry chef, he fell in love with one particular aspect of the craft. “I quit my job as a pastry chef and decided to focus on bread-making,” he recounts. “I applied as an apprentice for Richard Manapat, who consulted for many restaurants and bakeries before.”
During his free time, Joaquin focused on studying the art of viennoiserie, crafting those puffed, layered, buttery baked goods that have won the world over. However, his training was also put to a halt when COVID-19 hit.
“All of my boss’s projects were put on hold,” he explains. A few months into the pandemic, he realized the world’s pause doesn’t mean his passion should also stop: he bought his own bread-making machine and studied at home, eventually opening an online store for his goods.
Buttering The Croissant And Building IJO
When asked how IJO began, Joaquin shares, “It started as a passion project. The community embraced it, and we just grew from there.” Drawing inspiration from the bakeries and cafés he encountered abroad, Joaquin infused IJO with insights shaped by his immersion in the international bakery scene.
“The ‘taste’ I created is deeply influenced by my experiences, my travels, and an endless curiosity to explore flavors and ideas,” he adds.
Coming from Batangas, Joaquin didn’t see his heritage and roots as a disadvantage. “We see it as a responsibility to prove that quality, creativity, and strong concepts can come from anywhere, not just in Manila,” he answers with conviction.
Building and expanding IJO was not without its challenges. As the business grew, Joaquin often worried that scaling up would come at the cost of the brand’s soul. Yet returning to his original mission—to touch lives through thoughtfully crafted pastries and warm hospitality—grounded him. It’s this purpose that continues to guide his dream of seeing IJO grow alongside its people and community.
There was no single “aha” moment for Joaquin when he built the brand. It was his constancy that became IJO’s foundation. “I simply focused on doing the work, creating quality pastries I’d be proud of, and making sure everything was done right,” he shares.
The Pastries Are The Star
From experience, opening a box of IJO pastries is a sweet treat, both literally and figuratively. Personal favorites include the Nutella Escargot and Pain au Chocolat. (I have a soft spot for chocolate-based pastries, what can I say?) One bite surprises you with perfectly flaky, buttery pastry, before coming in with a rich, indulgent hit of chocolate. It’s a true fiesta of flavors in every mouthful.
When asked what his personal favorite pastry is, Joaquin answers, “The plain croissant is my favorite. It highlights the craft, stands on its own, and pairs effortlessly with anything.”
To ensure every pastry that leaves the oven carries the signature IJO taste, Joaquin focuses on three guiding principles: consistency, high-quality ingredients, and a clear flavor vision. “We don’t try to trendjack and copy recipes; we get inspirations and ideas, and we create our own version of them,” he explains.
IJO’s success stems from its unwavering, uncompromising respect for the craft of bread-making. Joaquin notes that much of their growth comes from a loyal following: customers have traveled from other areas just to visit their stores, and many have encouraged the brand to expand even further.
From its humble beginnings as a small business built with care, IJO has taken root beyond its birthplace of Batangas, and will soon find a home in Manila. Looking at how far the bakery has come, it’s clear that Joaquin’s vision is steadily becoming a reality. Like the bread it creates, IJO was born of honest, steady work, rising beyond its nascent form to delight the palate with a potent simplicity that speaks for itself.
Photos courtesy of IJO
