Cover Photo: Instagram/Cuerva Bakeshop

General Manager Arie Cuerva Kidder shares the story of their beloved brand and why their mango torte is such a multi-generational favourite

If you have enjoyed a meal or celebration in any of the lovelier homes within Metro Manila, chances are that you have had a slice of Cuerva Bakeshop’s legendary mango torte, their most recognised dessert. That golden disc studded with fragrant ripe mango balls simply bordered by piped whipped cream. Beneath it lies a layer of sweet mango sauce that adds depth of flavour, supported by the chewy, nutty meringue crust. The perfect bite should have all those components that deliver just the right balance of fruitiness, sweetness, and texture. It is a dessert that has lived through three generations, several presidents, numerous natural disasters, not to mention the worst pandemic of our lifetime. Yet, Cuerva’s mango torte—along with the equally popular honey cake and the rest of their mouthwatering desserts—continues to endure.

What for the rest of Metro Manila is a celebration dessert, is simply grandma’s cooking for Aria Cuerva Kidder. The current general manager of Cuerva is the granddaughter of its founder Paz Unson Reyes-Cuerva and daughter of Paz’s second of three sons, Tony. The Ateneo graduate pursued further studies in the US where she took up Culinary Arts in 1995, which unfortunately was also the year her grandmother—whom she called abuelita—passed away. Still, Kidder would visit Manila annually for product development and train the bakers. Upon her return in 2015, she finally took on the role of general manager while her father Tony remains “involved in the big picture of the business.”

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Kidder seems to have been groomed for this part. “I grew up baking alongside my grandmother in her house in San Lorenzo Village since I was very young,” she says. “In high school, I started helping her with decorating cakes and during the busier holidays.” This home business started back in the early 1950s when her abuelita won a mixer during one of their bingo nights with some American friends. The mixer, a Sunbeam, was what Paz used to bake for family and friends, putting her Home Economics degree from the University of Santo Tomas to good use.

When her growing family moved to San Lorenzo Village in 1954, Paz started accepting orders for her baked goods. Soon, her macapuno rolls, ensaymada, cinnamon rolls, and mango cake were receiving a lot of attention and was getting featured in various publications. The famous mango torte was an innovation born out of practicality. “My grandfather’s family farm in Bulacan had an abundance of mangoes at the time, and so my grandmother had to find ways to utilise the extra mangoes that were sent over,” Kidder explains. Their spectacular honey cake, in turn, was something Paz developed after a trip to Europe and having discovered new pastries while she was there.

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The business grew by word of mouth, and the product list grew to include cakes, cookies, bars and other dessert items. The business remained home-based in San Lorenzo Village until 2005— long after both Kidder’s grandparents had passed away— when they moved it to the Makati Petron retail store location. They opened the second Cuerva Bakeshop in Taguig, which is now also their commissary, in 2013. A third branch opened in Greenhills, San Juan back in 2018.

Despite the upward trajectory, Kidder admits to having encountered their share of challenges during the pandemic. “Like all businesses, we were affected (by the pandemic) early on, as well as through the shifting quarantine levels,” Kidder says. Until recently, they have resorted to providing transport for their staff to lessen their exposure during their commute to and from work, and also because public transport became more difficult for them. Some of their customers were also luxury hotels and caterers who were just as impacted by the prohibition of gatherings and events.

Still, Kidder considers themselves one of the luckier ones. “We were very fortunate because our business model is a ‘takeaway dessert company’ and the shift to mostly take-out and delivery in the food business industry became the new normal because of the pandemic. In that sense, we didn’t have the big overhead of dine-in seating and a big crew of servers to maintain,” explains Kidder.

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What were the adjustments they had to make? “We did see a significant decrease in walk-in customers though, so we shifted to a pre-order policy for our products," she says. "We now request our customers to reserve their desserts in advance and only maintain very few extra desserts for walk-ins. This way we have no waste and customers are really assured that everything is baked fresh. Although we do not offer our own delivery service, we make sure that we inform our customers that the couriers should have an insulated box to maintain the desserts’ quality and temperature during travel. We also offer a reusable cake cooler for transporting your favourite desserts.”

With many seeing the light at the end of the pandemic tunnel, Cuerva, too, feels that it is ready to get their expansion plan back on track. Their newest branch is set to open this February 2022 in Filinvest Alabang to supply the growing market in the south. This sustained growth is attributed to the values that the brand is known to espouse for more than half a century. “I think the secret to our brand’s endurance is that we have been consistent and reliable in providing high-quality and original dessert products for over 60 years. Instead of following trends, we re-imagine classics to fit our distinct flavour profile,” says Kidder.

Aside from developing high-quality products, Cuerva also believes in investing in their people and relationships. Kidder explains, “We value our staff, suppliers and our customers because we realize that longevity in business is a product of integrity. Not only the integrity of the products you sell, but also the way you run your business.”

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