Long before he became CEO of one of the Philippines’ most recognized homegrown brands, Joseph Gandionco was learning business fundamentals not from books—but from his own mother. Julie’s Bakeshop, now a network of over 600 stores nationwide, was more than a livelihood. It was a real-life classroom, and Joseph’s front-row seat to entrepreneurship began at home.
“I was inspired by both my parents to pursue a path in business,” Gandionco shared in an exclusive interview with Financial Adviser PH.
The bakery was started in 1981 by his mother, Julie Gandionco, during a time of financial hardship. What began as a necessity soon became a thriving enterprise. As the business grew, Joseph became the first among his siblings to join her in expanding the operation.
“Among my siblings, I was the first to join our family’s bakeshop enterprise, working closely with my mother in establishing and setting up the early stores.”
Those early days of working side by side offered more than just practical experience—they taught Joseph a leadership mindset rooted in humility, consistency, and service.
“It wasn’t a lightning bolt moment, but more of a gradual realization,” he recalled. “The more time I spent working alongside my mother building it from the ground up, the more I saw the impact Julie’s was making—not just in terms of livelihood, but in how it brought comfort and familiarity to neighborhoods.”
That impact shifted his perspective. It wasn’t just a bakery—it was a vital part of everyday Filipino life. And for Joseph, that realization turned into a long-term commitment.
“I knew then that this was more than just a business—it was something I wanted to help grow and sustain for the long haul.”
As the company grew, so did Joseph’s leadership responsibilities. Early on, he found himself involved in the operations, dealing with everything from store openings to quality control. But over time, his leadership approach matured—and he learned to balance hands-on involvement with empowerment.
“I used to be more hands-on with every detail, especially during the early years,” he said. “But over time, I learned the importance of trust and empowerment. Now, I focus more on setting the vision and allowing our teams—especially the younger generation—to innovate and lead with fresh ideas.”
Today, Julie’s Bakeshop thrives not just because of its products, but because of the leadership values passed down from one generation to the next. Julie’s legacy lives on in every loaf of bread—and in the people who believe in the purpose behind it.
Joseph also shared how important it is to build a team based not just on technical skills, but on deeper values that align with the company’s DNA.
“It starts with values. Skills can be taught, but a sense of malasakit—genuine care for the work and for others—is harder to instill. We look for people who understand our story and want to be part of something bigger than just selling bread.”
The lessons Joseph learned while helping build Julie’s from the ground up continue to guide how he leads today—with integrity, intention, and deep respect for his roots.
