PR consultant reinvents family ‘kropek’ business

For Patricia Tanyag Veridiano, returning home in 2019 was never meant to be a career move. A successful public relations consultant for years, Patricia came back to care for her ailing father. By May, he had passed away, leaving the 36-year-old and eldest of four siblings to take the reins of a family business with deep roots in the community.

Their kropek business has a story spanning three generations. Patricia’s grandfather started it, her parents expanded it, and her mother continues to run the original brand locally, though it no longer exports. After a family separation, Patricia’s mother founded Patricia’s Food Products Manufacturing in 2017—a fresh start for a business steeped in tradition.

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“The company carries my name, because my sisters and I are all named Patricia. But it’s also a chance to start something new, while respecting the family legacy,” Veridiano said.

The transition wasn’t easy. Starting with only P30,000 in savings, Patricia produced one batch at a time, selling directly in local markets. Her brother helped with deliveries, and even her young nephew pitched in to carry products. Each small sale was a step toward stabilizing the business.

Export journey

By mid-2019, opportunity knocked. Former export clients reached out, asking if the new company could supply them. Patricia secured shipments to Los Angeles, Canada, New Zealand and Australia, reviving the family’s international market.

Then the pandemic struck. With P2 million worth of stock frozen in warehouses, she redirected products to hospitals, checkpoints and communities in need.

“I didn’t want the stock to go to waste. Some families even used the kropek in traditional recipes like ginataang langka. It was a lesson in flexibility and resilience,” she said.

Despite the global disruption, Patricia’s careful management allowed the business to survive. Export orders gradually resumed, and local sales remained steady. She credits early hands-on involvement and close relationships with suppliers and clients for keeping the operation afloat.

Product innovation

Innovation drives the company’s growth. Patricia expanded the line to eight SKUs, including classic shrimp, Moringa shrimp, garlic shrimp, onion shrimp and non-shrimp cracklings. She worked with food technologists and nutritionists to reduce calories from 221 to 65 per serving and lower sodium.

“I wanted to offer a better option, not just a ‘healthier’ claim,” she said.

The company also refined production processes inherited from her father, who developed machinery to replace traditional bamboo tables. Rising raw material costs, particularly coconut oil, require constant adjustments to maintain quality while keeping prices competitive.

Patricia maintains visibility in the market through trade shows, PhilExport programs and buyer seminars. She continues to experiment with new flavors – tomato, kalabasa, and Moringa-infused kropek – while export-specific products use fish powder instead of fish sauce to ensure longer shelf life.

Personal perspective

As a single mother raising a 19-year-old daughter, Patricia balances family responsibilities with the demands of running a growing business.

“I doubted myself in the beginning. But step by step, I learned to manage operations, handle orders, and solve problems I never expected,” she said.

Her leadership is marked by pragmatism and resilience. She turned early debt into growth, navigated pandemic restrictions, and reconnected with international clients to revive exports.

Today, Patricia’s Food Products Manufacturing operates both locally in Laguna and internationally, honoring her family’s legacy while evolving for modern markets.

“Running this business is all about maintaining a tradition, innovating, and adapting to challenges. That’s what keeps us moving forward,” she said.

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