Chapter 1

PROJECT BACKGROUND

This chapter gives an overview of JASE Pastries. In this chapter, it

discusses the reason why JASE Pastries decided to establish the proposed

business. It narrates how the proponents came up with this idea and what

challenges that they saw in their community and how they can help onto it. This

also includes the business objectives, its mission, vision, and the emblem of the

business.

Introduction

Health is important to each and everyone, especially today that we are in

the time of pandemic. We always say that “health is wealth” and everyone has

the right to healthy and delicious foods just like the products of JASE Pastries.

JASE Pastries wants to help in defeating the COVID-19 pandemic by providing

healthy and delicious pastries to the customers. The COVID-19 pandemic made

people lose their work and limit their source of income; that is why nowadays

people would tend to choose foods that are cheap but have less nutritional

content other than those foods that are good for health.

JASE Pastries would like to produce affordable products with more

nutritional content. It promotes the use of malunggay powder as one of the

ingredients in baking. Malunggay is known as the “wonder gulay” because this

green leafy vegetable contains many nutrients that can help your body be

healthy.
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Many health benefits of moringa powder are due to its rich proteins, minerals,

amino acids, antioxidants, and flavonoids. Moringa powder can be used to

protect tissue and to reduce pain. Consuming moringa powder is proven to be

safe, even at higher levels. Daily dosage should be limited to the equivalent of 70

grams of moringa leaves per day or 11 teaspoons of moringa powder.

For the past years, changes in baking industry are observed along with

the changes in the tastes, preferences and lifestyles of most consumers.

Innovation in baking different pastries not just revolve on the baking process itself

but also on the development and redevelopment of baked products. With the

increasing need of people for healthy products, businesses nowadays, create

products that are healthier and taste better. This gave the proponents of JASE

Pastries the idea of innovating an existing product and the opportunity to try other

recipe with the help of malunggay.

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History

The JASE Pastries origin can be traced back to four friends who share the

same love for the K-pop group BTS. Bangtan Sonyeondan popularly known as

BTS, is a seven-member South Korean boy band. The color purple or violet,

mainly associated with them. One of its members explained what purple means

to the group, and he said that purple is the last color of the rainbow and purple

means I will trust and love you for a long time. Because the proponents of this

study are fans of BTS, the store color, business logo including the designs and

theme of the business products are purple or violet. Just like the band said, JASE

Pastries wants to last for a long time by serving healthy pastries and inspiring

customers, especially those who are also fans of the group. The proponents of

the study also thought of another potential source of income for buying

merchandise, albums and to watch concerts of their favorite K-pop group in the

future.

JASE stands for the names of the proponents Jenalyn, Analiza, Shane,

and Erika. Pastries such as cookies, cupcakes and roll cakes are the products of

the business because the proponents have a background in baking as they

experienced baking as one of their subjects in high school. The tag line of the

business “lookin’ good, lookin’ sweet, enough to eat!” was also inspired of the

song ice cream by the Korean girl group Blackpink. The proponents chose

malunggay as the added ingredient in pastries because it is a very common

vegetable, affordable and easy to look for. In addition, malunggay contains a lot
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of nutritional benefits and is a good health enhancer compared to other

vegetables.
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Background Information of the Study

Pastry can be used to make so many wonderful sweet and savory foods.

Pastry is the name given to various kinds of baked products made from

ingredients such as flour, sugar, milk, butter, shortening, baking powder, eggs

and other ingredients. Pastry as we know it today is a far from where it all began.

With so many regional variations and international influences putting their marks

on pastry, this humble dough has taken a truly remarkable journey through the

culinary world. By utilizing the natural sweeteners available, it is believed that the

ancient Egyptians, Greeks and Romans all used a filo-type pastry or a simple mix

of flour and oil to create honey cakes, fruit pastries, sweet tarts and dumplings

stuffed with dates and nuts. Evidence of these sweet treats can be seen on

ancient tomb paintings or mentioned in writings such as in the comic plays of

Aristophanes. Romans created basic pastry dough that was used as a covering

for meats when cooking. The plain paste of flour, oil and water was used as a

shield to keep the meat moist and also protected the outside from burning and it

was never meant to be eaten and was subsequently discarded. (Clare Gazzard,

2015)

Baking in the Philippines began a thousand years ago. Spanish

missionaries introduced baking to the country. Wheat was often used in food, by

missionaries, who introduced the diet, as well as the preparation and process to

the locals. On the other hand, as early as 618AD, China was already making

“moon cakes” and the early settlers and traders who landed on Philippine shores,

also inevitably shared this unique process of using dry heat to make bread and
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other desserts. Philippine Malay ancestors introduced the sticky rice cakes and

layer
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cakes. One can argue that the Malay’s knowledge of baking was still derived

from their Dutch colonizers, but the ingenuity in the use of local ingredients such

as rice, corn and coconut, as well as making do with clay pots and wooden

steamers, created something totally original. (Paolo Pagaling, 2016)

Baking is a top player in the Philippine manufacturing industry. According

to the 2015 annual survey by the Philippine Statistics Authority, “baking of bread,

cakes, pastries, pies and similar ‘perishable’ bakery products led the industries

with 6,704 establishments or 27.4 percent of the total.” In addition, rice or flour

milling also leading the pack. Local companies have also been successful in

producing quality baking ingredients. These include flour, cornstarch, pancake

mix, and cake mix and more. (Philippine Statistics Authority, 2018)

For the past years, changes in baking sector are observed along with the

changes in the tastes, preferences and lifestyles of most Filipinos. From the

traditional way of making breads and pastries through a brick oven, fired with

wood, or "pugon", most bakeries in the country today use electric or gas oven

that requires less labor to operate and maintain. The use of measuring cups

made from plastic or wood are also fading slowly as digital weighing scale, which

provide more accurate measurements, was invented. Moreover, recipes which

are primarily written in a piece of paper or passed from baker to baker by mouth

are now curated digitally and are shared in social media, giving bakers as well as

home bakers the opportunity to try other recipes. (Mark Louis F. Ferrolino, 2018)
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Innovation in baking industry does not just revolve on the baking process

itself but also on the development and redevelopment of baked products. With

the increasing need of consumers for variety, baked goods companies are now

creating products that are healthier and taste better. As observed, innovation

today is no longer limited to pastries, cakes or bread loaves as even the popular

local bread pandesal or salted bread is being reinvented. (Euromonitor

International, 2015)

Not too many Filipinos know it but the nutritious malunggay has joined the

formidable list of country’s icon, malunggay was named as national vegetable by

the House of Representatives. House Bill 2071 also designated November as the

National Malunggay Month. The “miracle vegetable,” as some scientists called it,

has been promoted by no less than the World Health Organization (WHO) as a

low-cost health enhancer in poor countries around the globe. (Henrylito D. Tacio,

2018)

The scientific name of malunggay is moringa oleifera, also known as

drumstick tree, miracle tree, tree of life and horseradish tree. It grows in Africa,

Latin America, and Asia. Moringa powder, made from the leaves of the moringa

tree, has a number of science-backed benefits and medicinal uses. Moringa

leaves stick out as a super food because one cup of chopped leaves is

considered a good source of iron, calcium, vitamin C, vitamin B6, and riboflavin

and has notable amounts of potassium, vitamin A, vitamin E, and magnesium. In

fact, the leaves are more concentrated in vitamin C than oranges. That means

moringa can
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contribute to everything from better vision and immunity to bone health and skin

radiance. (Allison Young, 2020)

The moringa tree is native to the south of the Himalayan Mountains in

northern India and grown around the world. Nearly every part of the moringa tree

is edible. It is rich in antioxidants and other nutrients which are commonly

missing in the diets of people living in undeveloped countries. When dried, its

leaves can be ground into a fine powder that will keep many months without

refrigeration. In addition to calcium, iron and potassium, moringa leaves contain

several important vitamins: Vitamin A which helps maintain healthy vision,

immunity, and fetal growth, Vitamin C which protects the body from pollutants

and toxins, and Vitamin E which acts as an antioxidant. Moringa powder can be

used as an antiseptic to sterilize contaminated surfaces. It is effective against a

wide range of bacteria and fungi, including those that cause gastric ulcers and

gastric cancer. Moringa powder is also used for treating various other diseases,

from malaria and typhoid fever to hypertension and diabetes. Its broad variety of

compounds are thought responsible for its beneficial effects. Many health

benefits of moringa powder are due to its rich proteins, minerals, amino acids,

antioxidants, and flavonoids. Moringa powder can be used to protect tissue (liver,

kidneys, heart, and lungs), and to reduce pain. (Dan Brennan, MD, 2020)
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Objectives of the Study

The general objective of JASE Pastries is to produce healthier pastries.

Specific Objective:

1. JASE Pastries also aims to give satisfaction to customers not just for the

good taste of the pastries but also for the good benefits that the JASE

Pastries products would give to them.

2. To sell well and maintain a positive relationship with customers.

Scope and Limitations

This feasibility study is conducted from the month of December 2020 to

April 2021. The proponents conducted an online survey consists of 100

respondents who are residents of Rodriguez Rizal. The name of the proposed

business is JASE Pastries. JASE Pastries is a small pastry shop located at 128

E. Rodriguez Highway, Rodriguez Rizal. It will produce cookies, cupcakes and

cake rolls with added ingredient malunggay powder to make pastries healthier.

People that live at Rodriguez Rizal are the target market for the business. The

objective of JASE Pastries is to produce healthier pastries and give satisfaction

to customers. It is a general type of business partnership between four female

owners. The initial capital for establishing JASE Pastries is PHP 680,000.00.

Each of the owners would give monetary contributions amounting to PHP

170,000.00 for the business capital. The business consists of four personnel;

they are store manager, baker, kitchen assistant and counter staff. The products

are available through direct selling on the shop.

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Vision, Mission and Emblem of the Business

Vision

To become the leading producer delivering quality and healthy pastries to

the community.

Mission

Provide quality healthy pastries that has an innovative great taste,

affordable prices. To satisfy the eating experience of the customers and will

promote healthy eating in the community. JASE Pastries will always provide

exceptional customer service and believes that customer satisfaction is the

ultimate goal.

Emblem of the Business

The business name was called JASE Pastries. JASE is an acronym of the

names of the four aspiring owners. The word Pastries came from the product that

the business will produce. The background color of the logo is a combination of

colors purple and pink. Pink symbolizes sweet while purple symbolizes creativity.

JASE Pastries will produce sweet and creative pastries that suit customer

preferences. The chef’s hat is green to emphasize that JASE Pastries products

are healthy. The red color under the chef’s hat implies that JASE Pastries is

passionate about delivering healthy, delicious and affordable pastries to our

beloved customers.
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Figure 1

JASE Pastries Logo

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Definition of Terms

 Baker– A person whose job is to bake and sell bread, cakes pastries.

 Baking – Method of preparing food that uses dry heat, typically in an

oven, but can also be done in hot ashes, or on hot stones.

 Balance Sheet – A financial statement that reports a company's assets,

liabilities and shareholders' equity at a specific point in time.

 BTS – Also known as Bangtan Sonyeondan a seven-member South

Korean boy band.

 Cash Flow Statement – A financial statement that provides data

regarding all cash inflows a company receives from its ongoing

operations. It also includes all cash outflows that pay for business

activities during a given period.

 Cookies – A small sweet cake, typically round, flat and crisp.

 Counter Staff – The first employee that customers meet on entering the

store, most often found in the food industries taking orders of customers.

 Cupcakes – A small cake baked in a cup-shaped container and typically

iced.

 Feasibility Study – A study that is part of the initial design stage of any

project/plan. It is conducted in order to objectively uncover the strengths

and weaknesses of a proposed project or an existing business.

 Financial Ratio – The ratio amidst two values from the company’s

financial records. These ratios are used to evaluate the true and fair

position of the company in the market.

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 Flavonoids – any of a large class of plant pigments having a structure

based on or similar to that of flavone.

 General Partnership – An agreement between partners to establish and

run a business together. It is one of the most common legal entities to

form a business.

 Income Statement – Financial statement that reports a company's

financial performance over a specific accounting period.

 Kitchen Staff – Performs all cleaning, washing, and preparation duties

required in kitchens.

 K-pop – K-pop stands for Korean popular music. It is mainstream music

that originated from South Korea.

 Malunggay – also known as moringa oleifera, is a popular plant known for

high nutritional value used as vegetable ingredient in cooking, as herbal

medicine for a number of illness and other practical uses.

 Pastry – Usually sweet baked goods made of dough having a high fat

content.

 Profitability Ratio – Assess a company's ability to earn profits from its

sales or operations, balance sheet assets, or shareholders' equity.

 Roll Cake – A cylindrical cake made from a thin flat sponge which is

covered with jam or cream on one side, then rolled up.

 Store Manager – Responsible for overseeing the daily operations of a

store, making sure it runs smoothly and effectively.