Cebu-based San Jose Bakeshop is moving upmarket, by partnering with Dutch master baker Hans Boumans to introduce artisanal European loaves under the Bakery Soesterberg brand, marking its first foray into the premium bakery segment, aligning with the growing middle class in Cebu who crave for high quality bakery products.
Bakery Soesterberg entered the Philippine market in 2017 with a shop in Mactan, bringing European-style breads to a region better known for soft, mass-produced loaves. The concept expanded in September 2023 with a 2nd outlet at Streetscape Mall in Banilad, positioning the brand closer to expatriates, professionals and higher-income households.
The partnership allows San Jose Bakeshop to produce bread that is mixed, fermented and baked on site, using techniques and standards developed in Europe over decades. Boumans, who has more than 65 years of experience, has managed operations ranging from small neighborhood bakeries to industrial-scale facilities.
Unlike factory-produced bread, the bakery avoids shortcuts such as heavy use of sugar or fats, opting instead for longer fermentation and on-site baking to preserve flavor and freshness. That approach differentiates the brand from mass-market products that are baked centrally and delivered hours later.
Apart from European loaves like baguette and ciabatta, the bakery also offers specialty items including freshly made stroopwafels and seasonal products.
