A familiar scent of freshly baked bread and the sight of decadent cakes welcome customers to Edna’s Cakeland, a cherished sweet spot with locations across Nueva Ecija and Pampanga. This family-owned bakery has been delighting taste buds for 29 years, thanks to a recipe that blends quality, tradition, and a touch of innovation.
Anna Gonzales, CEO and daughter of the founders Mr. Herminio Gonzales and Mrs. Edna Gonzales, shared the story behind this enduring success, recounting challenges, cherished memories, and the secret ingredients that make Edna’s Cakeland a beloved institution.
From Hobby to Flourishing Business
“Edna’s Cakeland is in its 29th year this coming October,” Anna shared, tracing the bakery’s roots back to her mother’s kitchen in 1996. “It started as my mom’s hobby when she was still a bank manager.”
The transition from hobby to business was not without its hurdles. “Before, it used to be just my mom and dad and an assistant for my mom. She had to bake until midnight at the start to provide all the orders and have freshly baked breads in the morning.”
Anna expressed deep admiration for her parents’ unwavering commitment. “Their dedication in their business was what made it last this long.”
Growing Up in a World of Cakes and Pastries
Anna’s childhood was filled with the aroma of baked goods, as she “played in the kitchen watching my mom create all these beautiful cakes and pastries. Smelling home-baked goodness as I wake up in the morning.”
It’s no wonder that Anna eventually followed in her mother’s footsteps, taking on the management of an entire store four years ago. “I remember her saying that you should be very hands-on in the business, wake up early, and be passionate about what you are doing. Be knowledgeable in all aspects of the business,” she recalled.
The Secret to Enduring Popularity
Edna’s Cakeland boasts an impressive array of cakes, breads, and pastries, all baked fresh daily. Anna attributes their success to “the passion for maintaining the home-baked goodness and quality of our products,” combined with a commitment to continuous innovation.
The bakery’s reputation has even attracted the attention of media personality Kris Aquino, who featured Edna’s Cakeland on her show. “It was an amazing experience…To know that she loved everything that we made her try was a validation that Edna’s Cakeland has created quality and delicious cakes and pastries.”
A Sweet Expansion
With 10 branches across Nueva Ecija and Pampanga, and plans for further growth, Edna’s Cakeland is a testament to the power of hard work, passion, and a commitment to quality. A new branch opened inside SM Clark last May 4.
Anna also shared a sweet tidbit about her personal life, speaking fondly of her relationship with actor and media practitioner Justin Cuyugan. “We are doing great. He’s a very kind and supportive partner. We support each other’s endeavors.”
Edna’s Cakeland is more than just a bakery. It’s a place where cherished recipes, family traditions, and a passion for baking come together to create a legacy that continues to delight customers for decades.
