The sizzle of heritage

The sizzle of tocino in the pan, the sweet, savory scent of longganisa filling the air—a young girl hesitates, then stirs under the watchful eye of her grandmother.

In many Filipino kitchens, recipes are passed down quietly—from mother to daughter, from grandmother to granddaughter—along with lessons that reach far beyond cooking. At CDO Foodsphere Inc., that legacy began with a woman at the stove.

“My lola always believed food was how you showed love,” Janna Ong-Santos, marketing manager of CDO Foodsphere Inc., shares. “Whenever we gathered around the dining table of my grandparents, Corazon and Jose 'Pepe' Ong, she made sure everyone felt welcome.”

“She had this quiet way of noticing people. If someone needed more food or was too shy to reach for a second serving, she would see it immediately. For her, meals were about paying attention.”

Quality mattered. Integrity mattered. And the idea that what they created would end up on someone else’s family table was always deeply personal.

Family Sundays—filled with stories, laughter, and the rhythms of a busy kitchen—left a deeper imprint than any formal lesson.

“She taught us that food carries your name,” Janna says. “It reflects your effort and sincerity. It’s never just about taste.”

Even now, those early lessons shape how Janna. When conversations turn to strategy, she often asks herself a simple question: what kind of feeling should this bring to Filipino homes?

Born To lead

Those early lessons didn’t just shape Janna’s love for Filipino food—they shaped how she approaches her role as a third-generation leader at CDO Foodsphere Inc. Respecting the brand’s 50-year legacy doesn’t mean holding on to everything exactly as it was.

“It means understanding the heart of the brand and asking how we express that in a way that feels meaningful today,” she explains.

Before joining the family business, Janna gained experience overseas, observing how other organizations balance tradition with new ideas and explore fresh ways to connect with people. That exposure gave her a broader perspective, one she brought back home to help CDO evolve.

“Part of being the third generation is bringing a fresh perspective,” she says. “Sometimes that means trying new ways in the kitchen or the business, while always honoring our past.”

Her vision came to life most visibly in CDO’s rebranding and modernization efforts. Leading the visual refresh in 2020, during the pandemic, required creativity, careful communication, and teamwork. From workshops to the new tagline, “Food that brings you home,” Janna ensured the brand’s heart remained intact.

“The shift was not about changing who we are. It was about expressing it more clearly and confidently,” she notes.

Evolving with care

Modernizing a beloved brand is never just about visuals or taglines—it’s about evolving thoughtfully, with the families who have trusted the brand for decades in mind. “We listen carefully—through conversations, store visits, and online feedback—before making big changes,” Janna explains.

Taste and quality remain unchanged—because that is what families rely on. What changes are the ways CDO communicates, the experiences it offers, and the ways it supports home cooking.

“Change isn’t for the sake of change. It’s about adapting based on real insights, so loyal customers feel heard while new generations feel welcome,” she adds.

Digital as driver

Digital tools help CDO understand what families need, what they enjoy, and how they experience their meals—especially younger generations.

“It helps us understand what people want, so we can respond in ways that feel thoughtful and personal,” Janna says.

These insights guide everything from messaging to the types of experiences the brand shares. Digital channels also make it easier for families to access products and recipes, ensuring CDO remains part of everyday life, whether in the kitchen or online.

Heritage meets innovation

At the heart of CDO’s approach is storytelling. For Janna, connecting heritage and innovation is not a marketing tactic—it’s a philosophy.

“When consumers know that CDO began in a home kitchen, built through perseverance and family effort, every new idea feels grounded and authentic,” she says.

Filipino food is emotional and nostalgic. Malasakit, or care, guides how CDO develops products: they consider not just taste, but the feelings a meal evokes.

“We ask what emotion the product gives when it’s on the table. Does it remind you of home? Of childhood? Of being taken care of?” says Bernice I. Jalgalado, vice president for marketing.

Products are designed to support that culture of care in Filipino homes.

“Filipinos show concern through food. We say, ‘Tara, kain tayo’ or ‘Kumain ka na ba?’ almost instinctively. Our products are meant to represent that spirit,” she explains.

Innovation does not mean becoming unfamiliar. It means elevating what people already love while keeping the flavors, smells, and comfort they grew up with intact. Convenience is considered too, so even busy families can enjoy special, home-cooked meals.

“Even with simple ready-to-cook items, families can turn a meal into something special at home,” Janna adds.

Beyond the kitchen

For nearly five decades, CDO has been part of Filipino homes not just through meals, but through daily life.

“Families have trusted CDO at breakfast tables, in packed lunches, during celebrations, and in everyday moments,” says Bernice.

That trust carries responsibility. Beyond the table, CDO invests in long-term programs through its foundation, focusing on livelihood, education, health, and the environment—helping families grow, providing opportunities for children, and strengthening communities.

“Our goal is to deepen that trust, not only by continuing to innovate, but by being part of families’ everyday lives—at home, in their businesses, and in their hopes for the next generation,” Bernice explains.

Success, she says, is measured in trust, pride, and impact, not just numbers.

“Long-term success is when the next generation chooses CDO not just out of habit, but because it’s part of their home and family traditions,” she adds.

Through this lens, CDO is more than a brand—it is a living legacy. It nourishes Filipino homes, celebrates the effort behind every meal, and supports the communities that have grown alongside it. With each new idea, it continues to evolve — guided by care, heritage, and the lessons of generations past.