Born into an enterprising family, Jose Manuel Torrejon’s path diverged from the usual trajectory of logistics ventures. Instead, his heart lies with coffee, a lifelong passion he pours into La Josephina Cafe, a hidden gem along Tagaytay-Amadeo Road.
More than just a cafe, La Josephina is a testament to family bonds and creative spirit. It’s named after Jose’s mother, Josephine “Joy” Torrejon, whose dream of owning a business found fruition alongside her son’s love for coffee.
Jose was a coffee trader before he put up a cafe together with his mother Josephine “Joy” Torrejon at the tail-end of the pandemic. They own La Josephina Cafe, a hidden treasure along Tagaytay-Amadeo Road.
“It is my mom’s dream to have a business of her own. And my love for coffee made this possible for both of us. It was really hard work at first, since my mom was a hands-on mother all her married life. Now that her kids have grown, she’s found the opportunity to find time for a more productive hobby,” he said.
Joy said La Josephina is her son’s first venture into services which is not the “usual” kind of business Jose would want to venture into.
“While we both own the business, each of the family members contributed to the ideas and design of the cafe. My youngest who is a painter designed the graffiti on the walls and the cafe logo while my third child spurred promotions on the social media. The second, who is in Canada at the time, shared her opinions that added to the aesthetics of the cafe,” she said.
At some point, her husband, a self-made logistics operator, lent financial support.
La Josephina is more than just bricks and mortar, it sits on a 5-hectare property painstakingly assembled by the family over time. This land, now home to their family house and the cafe, embodies their dedication and perseverance.
Jose, armed with an entrepreneurial degree from UA&P, brings his business acumen to La Josephina. He also runs a coffee roaster, transferring his operation from Quezon City to Cavite when the family decided to migrate during the pandemic.
He sees Amadeo, the Coffee Capital of the Philippines, as a blossoming haven for coffee enthusiasts.
The once sleepy town of Amadeo has finally earned the distinction it deserves as a destination for coffee lovers as many small cafes and restaurants serving coffee have sprouted in the three years of the pandemic.
“Many have tried. Some flourished but many have also shuttered. Our cafe, however, stood the test of pandemic. It must have been because of how we innovate on our beverages and the food we serve. La Josephina is where I can flex my creativity. Here, I can try something completely different from the norm and see if it works,” he said.
La Josephina’s menu boasts unique coffee creations like Ube White Mocha, Berry Velvet Latte, and their signature La Josephina Mocha. Cold brew enthusiasts can indulge in the Nitro Iced Tea series or their playful take on tamarind, aptly named “Tamarindo.”
A roaster himself, Jose promotes his own blend, the El Torre brand, the same brand used for La Josephina signature drinks. His blend is a mixture of El Salvador and Nicaraguan Arabica beans.
“We use imported coffee because we want to be differentiated from the rest. Most of the cafes in town are using Amadeo Coffee. Don’t get me wrong but Amadeo Coffee is good, I’ve tried it many times. We just want to be unique,” he said, adding that the cafe serves International as well as Barako coffee, alternately, for free coffee at breakfast.
Joy, a passionate cook, brings her culinary flair to the cafe. Her Beef Shank Pasta, a slow-cooked masterpiece, is a testament to her love for family and food. Even the cafe’s ice tea blend is a guarded family secret, passed down through generations.
“When I learned how to cook, I never stopped trying to innovate. I found inspiration from our travels abroad and during local trips. Our family loves to eat and we always try the best of what a destination has to offer,” she said.
The open-air setting of La Josephina exudes a relaxed vibe, attracting bikers, tourists, and locals alike. But the Torrejons have their sights set on expanding, mulling an enclosed annex to cater to a wider clientele.
La Josephina is also pushing for the mobile coffee truck concept where it can go around adjacent towns and cities to offer comfort beverages.
“It’s my plan to just park somewhere and start serving coffee. This used to be a dream, but sooner, this may finally come true. For La Josephina, we’re still trying to build the brand and, probably a franchise. I want to see my mom’s business grow into a venue where people flock to find comfort and enjoyment,” he said.
Ultimately, La Josephina is more than just a cafe; it’s a symbol of family, passion, and innovation. It’s a place where comfort meets creativity, brewing a unique experience for every visitor.
