Josephine Ramos, Junior Writer
Just as the clock struck 1:00 am, while the rest of the world was fast asleep, Rexel Madalag and his wife were already wide awake, busy in the kitchen, diligently preparing a batch of fluffy steamed rice cakes (puto) that they sell before the sun rises.
Rexel, a resident of Bacolod City, is a father of 11 children, which is a reason enough for him and his wife to work extra hard to make ends meet. He once worked for a well-known soft drinks company for six years but lost his job due to the advancement of technology. He also took jobs as a hospital janitor and cinema operator before starting a small business to support their growing family.
The humble beginnings of their venture
Initially, he started by selling fruits in the neighborhood. A friend later taught him how to make bibingka, which he turned into a small business. Eventually, a church livelihood program trained him to make puto, adding to their growing venture.
The couple started selling the delicacies with just the two of them, but soon some of their neighbors offered to become resellers, which they gladly accepted. As a result, they gained 10 active resellers supporting their business.
More people have expressed their interest in reselling their products. Still, Rexel politely declined, having experienced that accepting more orders than he could handle was too much for his physical health.
“My resellers can easily find another supplier, but it won’t be easy for my body to recover if I get sick, and for me, maintaining good health is still the most important thing,” he said.
In a single day, they can produce up to 1,000 pieces of puto and bibingka. If their resellers are unable to sell everything, he goes out and sells them door-to-door.
Like many small businesses, theirs has ups and downs. There are times when their sales are enough and days when they fall short, but that is the reality of business. With seven kids still at school, Rexel stays motivated. Education means a great deal to him, so that even at the age of 51, he still dreams of completing his studies.
“I, myself, did not finish my studies, and as much as I can, I do not want my children to face the same struggle I did. It is hard to find a good job without an education, and even harder to raise a family that way,” Rexel shares his realization in life.
Aside from the hard work and perseverance, he also borrows money from CARD MRI Rizal Bank, Inc. (CARD RBI) to help cover the cost of raw materials needed in making puto and bibingka. He became a client of the institution in 2024.
Over the years, Rexel’s hard work has truly paid off. He managed to sustain their business, send his children to school, gradually build their house, and even start a small store, a true testament to what perseverance can achieve.
Today, Rexel is not only selling puto and bibingka; he is building a better life. With unwavering faith and support from CARD MRI Rizal Bank, his story is living proof that success doesn’t require riches, only resilience.
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