It was a full house at the SMX Convention Center Manila as the Easy Brand Food and Beverage Fair 2025 returned on July 27 with bigger crowds, more innovation, and star power to match.
Now in its third year, the one-day event drew more than 8,000 attendees, nearly double its expected turnout, bringing together food entrepreneurs, culinary professionals, and industry insiders eager to explore the latest in local food and beverage trends. Admission was free, but the opportunities were overflowing.
Organized by Top Chefs Food Supplies Inc., the fair ditched the usual static booths in favor of interactive demos and free training sessions. Think: how to whip up the perfect milk tea or frappe, turn chicken wings into a business, or get soft-serve ice cream just right.
“This event is really about showcasing all our products,” said Easy Brand founder and president Mark Wang. “With Easy, you don’t need to spend big to get quality.”
New product launches were a major draw. Visitors got a first look (and taste) at Easy Whipmate, a non-dairy cream for whipping and baking; Easy Signature Coffee Beans featuring blends from Atok and Tublay; Yuzu Flavored Syrup; Coffee Jelly; and EasyPro Cheese Sauce.
Celebrity guest Matteo Guidicelli, a food entrepreneur himself, headlined the event alongside Chef Boy Logro, who brought his trademark energy to the floor. Also joining were Easy Brand chefs Zhe Jacinto, CJ Dy, and Bam Piencenaves.
“Easy is a trusted Filipino brand. It’s affordable and high quality—something every food business needs,” Guidicelli said.
“You’ll never go wrong with Easy Pro,” added Logro, encouraging aspiring entrepreneurs to make the most of accessible tools and training.
Crowd-favorite competitions lit up the stage, including the Easy Culinary Cup, the Spirited Conversations beverage showdown, and the Sparkle and Shine Cake Creation Contest (Season 5). New this year: Whipmate to Perfection, a cream-based battle that had audiences cheering.
Workshops and talks also tackled trending topics like sustainability, food innovation, and practical tips for small business growth—especially in cloud kitchens and mobile food setups.
Following its strong turnout in Manila, organizers confirmed that a Cebu leg of the fair is already in the works for 2026, aiming to bring Easy Brand’s hands-on approach to more entrepreneurs across the Philippines.
Early registration for the next run is encouraged, as slots are limited. For updates, visit facebook.com/EasyBrandPH.
