Enterprise: Romalyn’s Ube

Founder: Eusebia Lynette Diones

Founded: 1994

Industry: Food and Beverage

Location: Laguna

Business ideas can be built on simple things. Ube, or purple yam, is a staple of Filipino food. Eusebia Lynette Diones and her husband began their business journey by making Ube Halaya, a dessert, for their extended network of family and friends in 1994. The goal was to add to their existing income. The big break for their enterprise Romalyn's Ube, came when they joined the Association of Laguna Food Processors Inc (ALAFOP) in 2014. The membership helped the couple in scaling up, differentiating their business and exhibiting their product across the country. Today, they are known for their vacuum packaging of the Ube Halaya - which is long lasting, and the Ube Halaya flavoured Mochi - which has been a hit with customers. Dreaming of scaling up even further, they are looking for resellers. Looking back on her journey, Eusebia believes her greatest achievement with this business is being able to give her children a better education.

In conversation with GlobalLinker (GL) Eusebia Lynette Diones (Eusebia) shares her business story.

GL: Tell us about your business.

Eusebia: Our family started selling ube halaya in 1994 with only 5-10 kilos of ube. We began this small business because my husband and I realised we needed to have additional income aside from our government rate salaries to provide for the basic needs of our family. Our initial customers were our officemates, relatives, and friends. 

Our small part-time business went on in the same way until we joined the Association of Laguna Food Processors or ALAFOP in 2014. I will always have the deepest gratitude for Ms. Elizabeth Dioso, who introduced me to Ms. Lory Jaraplasan - a staff member in Product Marketing and Development of the Department of Trade and Industry. Through Ms. Dioso I joined the ALAFOP family. 

ALAFOP helped our small family business in terms of product development and marketing. Through the association, I attended several trainings such as the Kapatid Mentor Me Program and was a part of the Gender Responsive Economic Actions for the Transformation of Women (GREAT Women). 

The association also provided opportunities to introduce Romalyn’s Ube Halaya to different parts of the country through exhibits and bazaars. These events became a medium to meet our resellers. As of today, we have 8 resellers, located in San Pablo City, Los Banos, Calamba City, Carmona City, and Tagaytay.

GL: What are the challenges you have faced in establishing your business?

Eusebia: We have faced a lot of difficulties along the way. It was challenging to run a business along with our regular office work. Finding trusted resellers was also challenging.

Moreover, it is difficult to balance the profit gained from the business and the salaries from office work.

GL: What is the unique selling proposition (USP) of your business?

Eusebia: Romalyn’s Ube is proud to have two unique products that other ube halaya sellers don’t have:

• Vacuum-packed Ube Halaya – This increases the shelf-life of our product
• Mochi Ube – A Japanese inspired dessert that has caught the imagination of our customers

GL: What are some of the milestones or achievements of your business?

Eusebia: Romalyn’s Ube is not yet a big company, but we are proud of our achievements. We have trusted resellers in Calabarzon who continue to patronise our products.

My husband and I were able to provide better education to our children – that is the greatest achievement of our business.

GL: What role do you feel UnionBank GlobalLinker plays in connecting and assisting businesses?

Eusebia: UnionBank GlobalLinker has played an important role in our business journey by not only providing financial investment but also by connecting us to other investors.

GL: What is your big business dream?

Eusebia: Our family hopes that our small business will cater to Filipinos not only in the Philippines but also abroad. To make it happen, we aspire to have more resellers than we can imagine.

GL: What is your message to aspiring entrepreneurs?

Eusebia: Don’t let hardships and difficulties prevent you from pursuing business.

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