A server in a patterned shirt, chef's hat, face mask, and gloves holds a black tray filled with several transparent plastic cups of halo-halo, a traditional Filipino dessert with layers of shaved ice, sweet toppings, and leche flan.

Cavite, Philippines — Kaiser Roleen R. Mendoza, a graduate of Business Administration with a specialization in Entrepreneurial Management, harbored a lifelong dream of reviving his family’s legacy. His grandmother founded 3 Cousins Digman Halo-Halo in 1977, a local favorite known for its unique and homemade ingredients. Sadly, the business closed its doors in 1988.

Unbowed by setbacks, Mendoza started on a series of entrepreneurial ventures. After running a coffee shop from 2008 to 2012, he explored various avenues, including selling everyday essentials like napkins, soap, toothbrushes, and oil. He even ventured into online sales of boat propellers that reached customers up to Visayas and Mindanao. While not all his endeavors were successful, they provided invaluable lessons in business and resilience.

Despite the enduring popularity of halo-halo, Mendoza observed a significant gap in the market. Many halo-halo vendors lacked a strong online presence, and many physical stores suffered from limited parking space or were difficult to locate using online maps. Recognizing this problem as an opportunity, he registered his business with the Department of Trade and Industry (DTI) in 2022.

A hand holding a cup of halo-halo dessert with toppings, in front of a Digman Halo-Halo stand. The cup features the brand logo and text "3 Cousins Digman Halo-Halo", indicating the product and brand. The background shows a food stand with halo-halo ingredients and signage.

On 9 January 2023, Mendoza launched 3 Cousins Digman Halo-Halo in Dasmariñas City, offering pick-up and delivery services. With an initial capital of PHP 7,000 and a strong desire to honor his family’s heritage and share their beloved halo-halo with a wider audience, Mendoza revived the business, focusing on addressing identified challenges. He leveraged online platforms to enhance access and customer engagement and secured a location with ample parking space for customer convenience.

Drawing upon his grandmother’s original recipe and incorporating his own entrepreneurial knowledge, he meticulously crafted a menu featuring all-natural, homemade ingredients, including Crema Del Cielo. The response has been overwhelmingly positive. 3 Cousins Digman Halo-Halo quickly gained a loyal following, captivating customers with its authentic flavors and commitment to quality.

Driven by a strong determination to succeed, Mendoza participated in Mr. Joey Concepcion’s 3M on Wheels at Robinsons Galleria. This opened the door for him to graduate from the DTI’s Kapatid Mentor Me Program and became a beneficiary of the One Town, One Product Philippines Program, further equipping him with the knowledge and support to grow his business.

Recognizing the potential for growth, Mendoza began exploring catering service opportunities in April 2023, aiming to expand the brand’s reach and share his family’s unique halo-halo with the rest of the country.

As the brand gained traction, the business was featured on local radio and the popular television show, “Good Morning, Kapatid.” In July 2024, 3 Cousins Digman Halo-Halo achieved a major milestone by registering as an IPO brand and securing trademark certificates for its official logo in October 2024. They also introduced Digmo, their mascot. Mendoza’s entrepreneurial spirit continued to drive the business forward as he participated in the BPI SEAL-SEGA 2024, a business pitching competition organized by the BPI Foundation, and was placed as one of the Top 40 awardees.

The journey of Mendoza’s 3 Cousins Digman Halo-Halo is an inspiring testament to the power of perseverance, family legacy, and a deep-rooted passion for entrepreneurship. ♦

Date of release: 04 March 2025

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