Michelle Concepcion-Reyes of Michelle’s Homemade

Michelle Concepcion-Reyes, 39, was flying off on a business trip at 8 a.m. when a knock sounded on her bedroom door at five. Her 83-year-old father, Republic Flour Mills (RFM) Foundation chair Jose “Joe-Con” Concepcion Jr., former trade secretary and founder of the National Citizens’ Movement for Free Elections, had left her a bookmark with an inspirational quote, with the promise that he would pray five times a day until her safe return.

“I am Dad’s favorite,” Michelle, the youngest of eight children of Joe-Con and Marivic Araneta-Concepcion, laughs. “I slept with my parents, in their bed, till I got married. You can print that!”

Michelle lives in her parents’ place to this day, along with husband, entrepreneur Eric Reyes, 46, and their children.

Michelle’s relationship with her parents is a refreshing change from the generational troubles that plague many family businesses. While younger generations often cannot wait for their elders to exit, Michelle says, “Having my father close by is a privilege. When we were young, he would ask us kids for our opinions, going around the dinner table, pointing, ‘What do you think?’ I was only 10 or 11, but he always listened.”

“In turn, if I am grappling with a problem, he tells me to write the pros and cons, then he clarifies certain points. I see things in a different perspective, and decisions become clear.”

No pressure

For decades, the Concepcion family business empire, started by Michelle’s paternal grandfather Jose Concepcion Sr., has centered on food (ice cream, hotdogs) and appliances (airconditioners, refrigerators). While studying for a business degree at the University of Asia and the Pacific, it was but natural for Michelle to do her on-the-job training in the family enterprise.

But after graduation in 1996, Michelle got a job offer from an international airline. “I asked Dad for advice; he told me to list pros and cons. Dad never pressured me to work in our business.”

Eldest brother Jose Ma. “Joey” Concepcion III, the founder of Go Negosyo, is the president and CEO of RFM Corp. Siblings Marie Concepcion-Young and John Marie, respectively, run the RFM Foundation and Unilever RFM Ice Cream Inc., where Unilever is the majority shareholder.

Most patriarchs not only dream of having their children work in the business, but expect them to do so, regardless of what they want. But Joe-Con prepares for the future.

“Dad had decided long ago to professionalize the family business. The transition to my brother Joey was also smooth. We are a publicly listed company.”

Family harmony is a priority. “There are many of us kids. To prevent future trouble, it is good for us to go our own path.”

Though rare, Michelle had seen business squabbles during dinner while she was growing up.

“Different viewpoints sometimes clash, even at dinner. Inevitable, but hard to turn off.”

Forging your own path is also pragmatic. “A substantial age gap exists between Joey and me. At that time, Joey was needed in the business, but many years after, when it came to me, it was already professionally run. It was best for me and for my other siblings to work outside.”

‘Putong ube’

It was through the Concepcion family business that the teenage Michelle met Eric, who was then playing for the company basketball team. Eric’s mother Erlinda served great-tasting puto, but Michelle wanted it perfect. She painstakingly tinkered with the ingredients, mixing and tasting, “turning our house into a kitchen.”

“When Dad came home every night, he’d ask, ‘Have you gotten the right mix yet?’ It was hard work! But after a month, we got it! We rejoiced, so did Dad.”

Using only her savings, and those of Eric, the couple started Michelle’s Homemade. A born entrepreneur, Michelle had sold candy to friends in grade school and Mac lipstick in high school.

“I had savings, so I did not ask Dad or Mom for anything to start the business.”

Michelle’s Homemade putong ube had its debut in a bazaar in The Fort, and word spread. Now the company has 20 branches, including one in Cebu, and 40 employees.

“Last Christmas, during our party, Eric and I marvelled how much our family has grown,” Michelle says. “We feel a big responsibility to make the family business succeed, because many people depend on us.”

Many employees have been with the company since the beginning, but some tend to take advantage. “Sometimes petty theft, here and there. We have a system, monitoring cameras, but problems crop up. We talk with the employees, even send them to retreats, which seem to work.”

Michelle’s Homemade strives for the highest quality. Customers pay a premium for premium puto (ube, pandan, queso) and banana chips (plain and chocolate-coated). My teenage son Scott interrogated Michelle about his favorite putong ube.

Scott: “Your ube does not leave a powdery residue, unlike other brands.”

Michelle: “We use real ube, from the plant, not ube flavoring.”

Scott: “If we buy your puto today, are they really cooked today?”

Michelle: “Our puto is baked fresh every morning.”

Scott: “What does ‘homemade’ mean? To evoke memories of home? A factory in a home? Or in a real home?”

Michelle: “Our commissary is in Eric’s childhood home in Mandaluyong, so yes, in a real home.”

Unsold puto by the end of the day are given to charity, such as the White Cross Orphanage, founded by Michelle’s maternal grandmother Victoria Araneta.

Workaholic

Hard work is the ethos of the Concepcion clan, and Michelle is no exception. Even while jogging or exercising in the gym, Michelle never stops innovating. “I asked my brother John which Selecta ice cream flavors people like. Ube and cheese. So I added a bit of cheese on top of the putong ube, and this product is selling well!”

Michelle advises the younger generation to ensure that their parents or grandparents find ways to keep their minds active. “After Dad’s term as barangay head, he still went to the hall. He still wanted to be of service.”

Family is paramount. When Joe-Con backed out of the 1996 senatorial race, his family was his refuge. “We surrounded him. We comforted him. We took his mind off it.”

Up to now, the patriarch goes to the office every single day.

Visit Michelle’s Homemade at www.michellesputongube.com. Call 5312539 or 0917-ubeputo.

Next week: Managing Baby Boomers.

(Queena N. Lee-Chua is on the board of directors of Ateneo de Manila University’s Family Business Development Center. Get her book “Successful Family Businesses” at the University Press [e-mail [email protected].] E-mail the author at [email protected].)