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How a century-old guitar business strikes a chord in the modern market

Throughout the years, Ferangeli Guitar Handcrafters has been among the most trusted names in the industry. It consistently grows its following by providing value added services such as making custom-built pieces, repairs, and new string instruments like ukuleles.

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For many generations, the guitar-making industry of Cebu has been thriving, reflecting people’s undying love for music. Customers have come from far and wide to own a Cebu-made guitar, regarded for its superb sound and playability.  

Steve Dagoc, marketing manager of the Ferangeli Guitar Handcrafter, recounts how it all began. “It was the Spaniards who first settled in Cebu that passed on the art and skill of guitar-making to Filipinos. In 1919, my grandfather ventured into making handcrafted instruments.”

The love for the craft never left the family, as Steve’s father was a classical guitar player in the University of San Jose-Recoletos varsity team before it was his turn to run the shop. He saw distinction in their products and recognized the potential in elevating their craft.

The business began formally operating in the 70s under the name “Custom Guitar” in Lincoln Street, Cebu City. By the late 80s and 90s, they moved to a location that couldn’t be any better – a popular tourist destination and the province’s guitar-making capital, Lapu-Lapu City, Cebu.  Grounded in musical expertise and the vision to capture a greater market, the Dagoc family rebranded the shop and called it – Ferangeli Guitar Handcrafter – a portmanteau of Steve’s parent’s names: Fernando and Angelita.  The business not only produced high quality instruments for music lovers but also income opportunities for skilled luthiers in the area.

Continuing the legacy

Throughout the years, Ferangeli Guitar Handcrafters has been among the most trusted names in the industry. It consistently grows its following by providing value added services such as making custom-built pieces, repairs, and new string instruments like ukuleles. 

Steve emphasizes the importance of using the best quality of wood to produce the best quality instruments. With the country’s rich natural resources, it’s no surprise that locally made Cebu guitars have a strong competitive edge. “A few years ago, it was rare to find mango-wood guitars in the United States. They couldn’t even believe that it could be made into great-sounding instruments.” 

“Mango wood produces warm and mellow tones while Jackfruit makes bright tones. We also have a Gel-Series guitar collection, made of Narra plywood, a more affordable option, but still made of fine quality solid wood. We pay close attention to the assembly of our instruments because there are many factors that affect sound quality.”  

Marching to a new beat

The young entrepreneur also continues to strengthen their online presence and has found a dependable logistics provider in FedEx. 

FedEx understands that shipping guitars comes with a specific set of standards to ensure their pristine condition. The instruments are packed in specially made hard cases that must be kept in low humidity packaging and be able to withstand temperature changes once it leaves the Philippines and journeys to other countries. FedEx is no stranger to shipping curious items that require special handling like turtle eggs, wine, and even white tigers.

“To compete in the global arena, we have to constantly revamp our operations to keep up with the times. We have been exporting for quite some time now. Customers are recognizing our brand and inquiring through emails. While we became known by word-of-mouth, I know that’s not enough.”

Ferangeli’s foray into online retail was marked by a static website, containing only basic product information. Now, that website has evolved into an e-commerce platform that is able to seamlessly deliver the gift of music around the world, exporting to customers in Switzerland, France, and the United States. As Ferangeli ramps up to cater to growing cross border sales, they trust FedEx to provide logistics solutions and tools

“Fedexenables us to easily manage our deliveries and determine the right shipping rates for our customers through the FedEx Ship Manager and Billing Online.”

FedEx has a network built for what’s next and is able to support SMEs to go global even in shifting global trade patterns. Visit the FedEx LinkedIn page  to get inspired by the success stories of entrepreneurs and enterprises across the Asia Pacific region.

Experience the legacy of world-class craftsmanship and witness how Cebu’s Ferangeli explores new genres, and more on Facebook, Instagram, and YouTube

BizListing

Claim to fame: Fried chicken built Lolo Claro’s

It claims to sell over 400 pieces of #friedchicken per day, so Lolo Claro’s must be good, no? We checked the former mami house turned restaurant in #Cavite during a quick #LGBT wandering.

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So… if a resto claims to sell as many as 400 fried chickens a day, you’re bound to think that what they have may be really good. So we checked Lolo Claro’s Restaurant in Cavite City, one of those restos that can claim that it was built by, yep, friend chicken.

How was Lolo Claro’s Restaurant for us?

@outragemag It claims to sell over 400 pcs of #friedchicken per day, so #LoloClaros in #Cavite must be good, no? We #LGBT checked this former #mami house turned #restaurant ♬ original sound – Outrage Magazine

Una, as background, this place is somewhat historical. Started over 25 years ago by Bernie Ilagan in honor of his late kutsero (horse carriage driver) grandfather, it used to just be a food stall that sold mami, among others, but eventually grew to have multiple branches.

Ikalawa, the branch we visited was easy to find, as it’s along a major road in Cavite City. Yeah, public transport passed the area. And there’s ample open-air parking for those with private vehicles.

Ikatlo, the resto is luma (antiquated). This should also serve as a warning since there, tabletops are peeling, corners are soiled, walls have who-knows-what prints, and so on. The squeamish may say it borders on… dirty, and they won’t be completely wrong.

Ika-apat, the staff was perfunctory – e.g. you have to pester them to clean a table for you, or follow-up an order, et cetera.

Ikalima, how were the offerings?

  1. Claro’s Fried Chicken (₱275 for half, ₱475 for whole) was similar to Max’s chicken – e.g. not that big and not over-fried, but not that tasty and quite dry.
  2. The chopsuey (₱290) was… peculiar. Think deconstructed, and you’d have an idea of their version – i.e. the veggies were steamed or boiled, and the sauce was just poured on top before serving. Good for those who just like steamed veggies; but for those who want chopsuey the traditional way, this isn’t gonna please you.
  3. The kare-kare (₱360) needed more oomph; kulang sa lasa. But at least you get enough laman, from the meat slices to the veggies. And yeah, the bagoong (shrimp paste) was good… even if they didn’t serve a lot.

Lolo Claro’s Restaurant was packed when we visited; we actually had to wait for a table to be vacated before we could eat. So this is a popular resto, indeed. I can’t, and won’t, justify this; to each his own. But we have reservations… with the venue, the staff, the food… And so off we go in search of more lafangan venues…

Lolo Claro’s Restaurant is located at Governor’s Drive corner Naic Indang Road, Cavite City.

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BizListing

From coffee to rice meals: The Foam Coffee business model

The search for a good cup of coffee is what led us to Foam Coffee, which – it must be pointed out – is more of a resto than a café.

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Baguio City has always been a must-visit place for foodies, thanks to the many culinary offerings from the Cordillera region (think pinikpikan, etag and binaod, among others). But – whether you agree with us or not, particularly since you may know some venues we don’t – one of the biggest challenges we encountered was looking for good kape.

The search for a good cup of coffee is what led us to Foam Coffee, which – it must be pointed out – is more of a resto than a café.

So, how was our visit to Foam Coffee?

@outragemag Looking for #kape in #FoamCoffee in #Baguio, only to end up eating not-cheap #ricemeals ♬ original sound – Outrage Magazine

Una, this is easy to locate, as it’s right across the city hall of Baguio.

Ikalawa, the place itself is sterile-looking. Yep, maaliwalas siya (it’s airy), newly-furnished, is clean, and so on. But when we were there, it also felt quite impersonal, and didn’t feel like a community café or something.

Ikatlo, this is a self-service and CLAYGO (clean as you go) venue. Meaning, you won’t really engage with the staff as they’re there just to take and then give you your order, and then clean up after you if you failed to follow the CLAYGO policy. This adds to the making of this place as impersonal.

And ika-apat, how were the offerings?

So… the original intent was to grab coffee since this was repeatedly highly ranked by reviewers. Alas, the ₱120 Americano was, to start, not even that warm anymore when served. And taste-wise, it was almost like it was watered down.

The rice meals that we ended up also trying were actually not bad. The ₱230 Orange Chicken (orange-glazed chicken with rice) tasted… orangey, sweetish and yet citrusy. The ₱270 Bulgogi Tapa (thinly sliced Korean beef that’s marinated in sweet and salty soy in garlic butter, with rice and eggs), meanwhile, was sweet and savory. The rice in both dishes was good, too; flavorful so that even sans the toppings, already a meal.

For us, if there’s one issue with the rice meals, it’s the size of the servings. Particularly the ulam (viand). You will not get a lot. Which, for us, makes this place a somewhat pricey silog-like venue.

Foam Coffee has a market – e.g. check those who study while there. This is understandable even with the place’s limits. But we’re off elsewhere… perhaps in search of good coffee, as businesses should have if they use the word in their business name.

So off we go in search of more lafangan venues…

Foam Coffee is located at Upper G/F Travelite Hotel, Shuntug St., Baguio City. For more information, contact 0977 602 3750.

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Following the footsteps of coffee chains as a biz model for Baguio City’s Rebel Bakehouse?

When you check lists of places for foodies, many of the same venues are mentioned… and one of those is Rebel Bakehouse. We checked the food biz.

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Baguio City has become a must-visit location for those looking for good – or at least well-promoted – restaurants. But we noted that when you check lists of places for foodies, many of the same venues are mentioned… and one of those is Rebel Bakehouse.

We checked the branch right beside the Baguio Cathedral of Our Lady of Atonement, and… how was it for us?

@outragemag #LGBT checking #RebelBakehouse in #Baguio to ascertain if it's a good alternative to #starbucks, #CBTL ♬ original sound – Outrage Magazine

Una, the place is tricky to find… at least for non-churchgoers. We actually thought it’s in some street parallel to the church; instead, it’s actually right inside the church’s compound.

Ikalawa, if there’s a word to describe the venue, it’s maaliwalas (airy). The venue is divided into spots – e.g. there’s the upper floor, the inside, and the seats outside. Since Baguio City can still get cool, or even cold, open-air din siya, though this also means that flies from outside can (and do) enter the premises.

Ikatlo, the workers are chill. If asked, they can elaborate on what’s being offered; otherwise, if you don’t engage with them, they’re typical café staff… there but not there.

Ika-apat, how was the food? TBH, since we just came from a heavy meal, we just tried some of their breads and drinks.

  1. The Classic Pain Au Chocolat (₱150) and the Cinnamon Bun (₱180) looked pretty, easily reminding me, personally, of breads in some bakery in Paris. But… taste-wise, they’re not remarkable. We’d go as far as saying that they both tasted the same… just like croissant. The dark chocolate inside the former was, at least, good; but the cinnamon was not even apparent in the latter.
  2. The kape (₱110), served black, was so-so. I – sadly – really can’t even remember drinking it.

We’re not sure the way to beat Starbucks or Coffee Bean & Tea Leaf is to mimic them. Which is how being in Rebel Bakehouse felt like; as if we were in one of the international coffee chains’ branches in Tagaytay. This isn’t to say this is bad… even considering our misgivings with the breads and kape. After all, this is still an okay, and local, option.

Perhaps if we visit again, if at all, we’d try their meals na. But until then, join us as we look for more lafangan venues…

Rebel Bakehouse is located right beside the Baguio Cathedral of Our Lady of Atonement, at CH6X+WM4, Upper Bonifacio St., Baguio City.

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