For couple, art comes first before money.

Philippine Daily Inquirer

March 24, 2002 | Copyright

Byline: Mei Magsino, PDI Southern Luzon Bureau

BATANGAS CITY-Amid the Gulf war, Alex Michael del Rosario and wife Teresita met in Saudi Arabia, got married in 1991 and started a catering business that served the guests of Filipino and foreign workers in the oil-rich kingdom.

In 1995, equipped with the knowledge, expertise and necessary capital to start their own catering business, the couple decided to go home to the Philippines and, within six years, they were able to build a catering business that has served celebrities.

The couple further professionalized the industry and the couple's business has now become the standard for catering excellence in Batangas.

"I think what really sets us apart from the others, aside from the taste of the food and the artistic presentation, is the personal touch we put in every function that we have," Alex said.

Love, food romance

Coming from a family of caterers in Cavite, Alex studied civil engineering. But catering, which was his first love, remained in his heart.

"I went to work in Saudi Arabia that time to earn enough capital to finance the catering business I was planning. There I met another love, Teresita, who shared the same passion," Alex said, "and I married her."

Alex and Teresita used the Kingdom of Saudi Arabia as their training ground for their food and catering business by putting up a small restaurant in Al-Khodair campsite where Alex worked.

They provided the food for the Al-Khodair Filipino and foreigner-workers and those in the nearby hospital.

"I remember how hard it was then," Teresita said, "I was pregnant with Juan Carlo and we would go to the wet market to buy fresh meat and vegetables. We also made daing and our own bagoong for our Filipino customers to have a taste of home."

The couple even cooked exotic Arabian, Egyptian, Indian, Pakistani, Palestinian and Tunisian dishes, thus, contributing to their knowledge in international cuisine.

Their business went on for more than a year until Alex was given a new assignment in Aqaba, making it impossible for them to continue the operation of their restaurant.

That time, Alex has been spending most of his spare time attending private teachings and training by several Filipino and foreign chefs he met and befriended.

In 1995, the couple decided to go home to the Philippines.

Juan Carlo-the Caterer

In August 1995, Juan Carlo-the Caterer was born in Batangas.

The Del Rosario couple first started with a small booth in the parking area at P. Burgos corner Rizal Avenue in Batangas City and introduced Shawarma, an Arabian sandwich preparation, to Batanguenos.

But the Shawarma booth was forced to close in three months to give way to the construction of the Metrobank building. In November of the same year, the Del Rosarios started the catering business.

With borrowed props from his family of caterers in Cavite, their family-handed recipes and cutlery to go with what they had saved from years of working in Saudi Arabia, the couple braved their first catering function in the Philippines.

This was during the inauguration of the laboratory extension of St. Patrick's Hospital in the city. Three more deals were negotiated and confirmed from that occasion.

Since then, every exposure would mean more calls for reservation and more clients. The catering business boomed. In the months that followed, Juan Carlo-the Caterer became a household name and a must for every occasion in the province.

Only on its sixth month of operation, Juan Carlo had its biggest project: catering to 3,000 guests who attended the golden anniversary celebration of Mt. Carmel of Lipa. This was followed five months later by their most glamorous and star-studded project so far-the wedding of Ogie Alcasid to former Ms Australia, Michelle Van Eimeren.

Juan Carlo made another leap in Cavite when it catered at the Bong Revilla and Lani Mercado wedding in Bacoor where 3,000 guests came to grace the occasion.

Juan Carlo was also the caterer of Batangas personalities like Justice Secretary Hernando Perez, Batangas Gov. Hermilando Mandanas, Batangas City Mayor Eduardo Dimacuha, Taal Mayor Librado Cabrera, Gen. Jose Aquino and Commissioner Edgar Mendoza.

In October 1996, Juan Carlo ventured into canteen management and became the canteen concessionaire of the JG Summit Petrochemical Plant in Barangay Simlong, Batangas City, followed the following year by Universal Robina Corp., also in the city.

Proving that he can also manage a fine-dining restaurant, Alex became the concessionaire of the exclusive Caltex Banaba Clubhouse on Sept. 11, 1999.

Copycats

Since Juan Carlo entered into the Batangas catering business, more and more caterers have emerged and copied Alex's concepts and even bragged of a lower price per plate.

"What really happens is that they would tell the customers that they can give the artistic presentation and taste that Juan Carlo could give at a very low price. When the customer grabs their package because of the lower costs, they would regret it in the end, because Juan Carlo's techniques can never be duplicated," Alex said.

Every year, Juan Carlo presents a new concept for their functions.

Another misconception of some customers upon seeing the site arrangement and food presentation done by Juan Carlo was that the food and service were beyond the reach of the common Batangueno.

"The truth is, despite the artistic presentation and taste, we have one of the lowest rates at P250 per plate," Teresita said, "that is very affordable for Batanguenos. But still some people think that we charge high rates, which is not true."

Catering is art

Alex said he made use of his engineering background in preparing for every function.

Four male chefs do the cooking now, a job that Alex used to do as a one-man caterer when they first started.

"Our chefs used to be carpenters, farmers and electricians. Definitely, they didn't have any background in international cuisine when they first started. But I trained them and even hired international chefs as consultants. Now they can cook the best-tasting international dishes and even debate on the arrangement and presentation of appetizers," Alex said.

Juan Carlo never compromises on quality. When the color of a dish is not right, Alex would never serve it.

Hardwork

Since the business started in 1995, the couple still wakes up as early as 4 a.m. and sleeps as late as 1 a.m. the next day. Alex still does the marketing for the fresh vegetables and meat.

He said that hard work is the key to success in the business.

"You also have to be in the best shape to work real hard because now, we have as many as four big functions a day. And you always have to be there. This business is too demanding and if your health is not in good condition, chances are, you won't make it," he added.

The husband-and-wife team has also proven to be a perfect combination. Alex is the risk-taker while Teresita is the fiscalizer. But they always agree in the end.

Passion for perfection

The biggest catering business in the province now has over 150 part-time waiters and 60 full-time employees. It also runs two company canteens, one in Nestle Lipa City that implements the highest standards of food preparation and serving, and the other one in Caltex Banaba Clubhouse in Batangas City, catering to the company's diplomats and high-ranking officials.

As the only credited member of the Food Caterers Association of the Philippines in Batangas province, Juan Carlo-the Caterer made the great leap in showing Batanguenos that good food and artistic presentation can come in an affordable package.

"Looking back from where we started and where we are now, I think we have fulfilled one great legacy for all food enthusiasts," Alex said, "and the best thing there is that we have expressed our passion to make each catering service a masterpiece."

"We have served the VIPs of the province, and we are still growing," Teresita said.