Biography of Jake Deleon: Founder & CEO of Fila Manila -Entrepreneur
Biography of Jake Deleon:
Family Tradition Inspires Entrepreneurship
Jake Deleon, a first-generation Filipino-American, grew up
surrounded by the rich flavors and traditions of Filipino cuisine. From a young
age, he helped his family make and sell Filipino delicacies, an activity that
sparked his passion for food. Little did he know that these early experiences
would lay the foundation for his future entrepreneurial journey. The lessons
learned from his family’s small-scale food business would later influence his
vision for representing Filipino food on a larger stage.
A Corporate Career Before Entrepreneurship
After completing his education, Jake worked for some of the
world’s most iconic consumer product companies, including Procter & Gamble
and Starbucks. He gained valuable experience in marketing and brand management,
skills that would serve him well in his future business endeavors. His time at
Starbucks, where he managed marketing efforts across the Asia Pacific region,
provided him with insight into building global food and beverage brands. But
even as he excelled in the corporate world, Jake couldn't shake the desire to
bring Filipino food to a wider audience.
The Birth of Fila Manila
During the COVID-19 quarantine in 2020, Jake noticed a gap
in the market. Despite Filipinos being the second-largest Asian ethnic group in
the U.S., Filipino food was virtually absent from grocery store shelves.
Filipino cuisine, however, was rapidly gaining popularity, with the food
category growing by 287 percent. Armed with a small stimulus check and his love
for Filipino food, Jake set out to create a line of Filipino sauces and spreads
that could bring his beloved family flavors to the masses.
From Passion to Product Development
Jake began experimenting in the kitchen, using family
recipes passed down through generations. With limited resources, he created the
first three products for Fila Manila: Kare Kare peanut sauce, Caldereta zesty
tomato sauce, and Adobo sauce and marinade. Despite the challenges of starting
a business from scratch, Jake’s commitment to high-quality ingredients and
authentic flavors kept him focused. It was clear that Fila Manila would be more
than just a food brand—it would be a way to share the culture and flavors of
the Philippines with the world.
Biography of Jake Deleon: Founder & CEO of Fila Manila -Entrepreneur# startup#age#net worth#investor#startup#shark tank#Fila Manila story#Jake Deleon
Overcoming Early Challenges
Like most startups, Fila Manila faced early hurdles. With
just a $1,200 stimulus check, Jake had to make every dollar count. From
sourcing ingredients to perfecting his recipes, he had to learn the ins and
outs of the food industry. Yet, his perseverance and “immigrant grit” helped
him push through the toughest times. Fila Manila wasn’t just about business; it
was about representing a community and a culture that had long been overlooked
in the mainstream market.
Gaining Traction in the Market
Despite the odds, Fila Manila’s products quickly gained
attention. Within months of launching, the company became the best-selling
Filipino sauce brand in the U.S., capturing nearly 80 percent of the market
share. Jake’s dedication to creating a product that was both authentic and
high-quality paid off, as customers began flocking to Fila Manila’s sauces. The
recognition from the Filipino-American community and beyond helped solidify the
brand's place in the food industry.
Winning Industry Awards
Fila Manila’s success didn’t go unnoticed in the food
industry. The brand won several prestigious awards, including two consecutive
New Hope Network NEXTY Awards for Best New Condiment and Best New Pantry Food.
The company also earned a KeHE "On Trend" Award. These accolades not
only validated the brand’s quality but also brought more attention to Filipino
cuisine in the mainstream market. As Fila Manila continued to grow, it became a
shining example of how innovation could elevate traditional flavors.
Expanding the Product Line
With the initial success of its flagship sauces, Fila Manila
began expanding its product offerings. The brand introduced Ube Purple Yam Jam,
Coconut Jam, and Banana Ketchup—condiments that further showcased the depth of
Filipino cuisine. Each new product was carefully crafted to stay true to
traditional recipes while appealing to modern palates. The expansion allowed
Fila Manila to reach an even wider audience, offering more ways for people to
experience the flavors of the Philippines.
Gaining Media Attention
Fila Manila’s rise in popularity didn’t go unnoticed by the
media. The brand received coverage in prominent outlets such as Bon Appétit,
Food Network online, and Forbes. This media attention helped introduce Fila
Manila to an even broader audience, from food enthusiasts to industry experts.
As the brand’s visibility grew, so did its reputation for offering
high-quality, delicious Filipino condiments that were perfect for any pantry.
National Distribution and Retail Success
Fila Manila's success wasn’t limited to online sales. The
brand quickly expanded its presence in retail stores, partnering with major
retailers such as Whole Foods Market, Sprouts Farmers Market, and Amazon. This
national distribution allowed Fila Manila’s products to reach homes across the
United States, further cementing the brand as a leader in the Filipino food
space. Jake’s vision of bringing Filipino food to mainstream shelves was
becoming a reality, one product at a time.
A Milestone Appearance on Shark Tank
In a bold move to further grow Fila Manila, Jake appeared on
the popular TV show Shark Tank during its 15th season. The appearance was a
pivotal moment for the brand, as it provided an opportunity to gain national
exposure and secure crucial investment. Jake successfully raised $250,000 for a
10% equity stake in the company, with the option to return 5% if sales
benchmarks were met. The investment would help Fila Manila scale its operations
and reach even more customers.
A Vision for the Future
Looking ahead, Jake Deleon remains focused on growing Fila
Manila and continuing to elevate Filipino cuisine on a global scale. With a
foundation built on hard work, dedication, and a deep love for his cultural
roots, Jake has transformed Fila Manila from a small home-based project into
one of the leading Filipino food brands in the United States. His journey is a
testament to the power of passion, perseverance, and the importance of
representation in the food industry. As Fila Manila continues to expand, Jake
hopes to inspire other immigrant entrepreneurs to follow their dreams and share
their cultures with the world.
Timeline for story
2020 (COVID-19): Jake founded Fila Manila after recognizing
a gap in the market for Filipino food.
2020 (Start): Developed first products: Kare Kare peanut
sauce, Caldereta sauce, and Adobo marinade.
2020 (Early): Overcame early challenges with a $1,200
stimulus check.
2020 (Mid): Fila Manila became the best-selling Filipino
sauce brand in the U.S., capturing 80% market share.
2021: Won two New Hope Network NEXTY Awards and a KeHE
"On Trend" Award.
2021 (Late): Expanded product line with Ube Jam, Coconut
Jam, and Banana Ketchup.
2021 (Late): Gained media attention from Bon Appétit, Food
Network, and Forbes.
2022: Expanded into retail stores like Whole Foods and
Sprouts Farmers Market.
2023: Appeared on Shark Tank, securing a $250,000
investment.
Present: Continues growing Fila Manila, with a focus on
expanding Filipino cuisine globally.
