Benjo Cruz: The Lugaw King of Bulacan

Bienvenido M. Cruz Jr., most commonly known as “Benjo” by his friends and colleagues, was born on December 22, 1977 in Bambang, Bulakan, Bulacan. He is a 39-year old businessman from which sprung the brands “Lugaw Republic” and “Juice Colored”. Hailed as the “Lugaw King of Bulacan”, Benjo wasn’t your usual successful businessman. For one, he had a very humble start.

It was not all luxury and money at first. In 2004, he flew to Japan to become a singer in cultural shows performed there. “Sa Japan, oo, six months lang yun. Kaya ako nagkaroon ng puhunan dahil sa pag-aabroad.”, he said. Benjo was in Japan from December of 2004 to March of 2005, but wasn’t able to come back to Japan because of some dispute between the Philippines and Japan at the time. Luckily, he stayed in the Philippines and invested in his first ever business enterprise called “Kiss King of Balls”.

“Mahabang kwento actually. I started business May of 2005, but it was not Lugaw Republic. It’s Kiss King of Balls. Yung mga fish balls, squid balls. Ang tawag nila dyan is King of Balls, kaya siya “Kiss King of Balls.” Its first physical store was launched at SM City Marilao.

After six months of successful operations, Kiss King of Balls’s neighboring food stall shut down at SM. Benjo had mixed emotions about it. One side of him was splattered with guilt because he felt that the other food stall shut down because his was doing exceptionally well, but on the other hand, he was also somewhat happy. This was an opportunity for him to expand his grasps on the industry. SM offered him the spot. So with all the wheels already in place, all he needed then was a great idea on how to make those wheels turn.

“I asked the customers: kung kukuhanin ko ‘tong pwesto na ‘to, ano sa palagay niyo yung magtatagal? Ano gusto niyong ilagay ko dyan? Ano sa palagay niyo yung gusto ng masa?”

All of it was a tally of questions and answers at first, but Benjo also asked himself,

“Ano ba yung madaling gawin? Baka naman gusto nila pero nahihirapan naman ako. Ano ba yung ingredients na madaling makita? Ano ba yung product na pag nilagay mo dun, lahat ng tao pwedeng kumain? Kumbaga, ‘di namimili ng customer. At ano ba yung pagkain na pag binenta mo dun, all seasons-- mula January hanggang December? And profitability-wise, ano ba yung product na talagang malaki ang tubo?”

All of these questions somehow pinpointed to one specific product. Thus, Lugaw Republic was born.

Benjo introduced a higher quality of Lugaw to the customers. He was convinced on the thought that what he invented—Lugaw Republic—was what the masses want. So he gave it to them.

It was a rough start for Benjo, because like other great new ideas, it didn’t instantly place itself on the attention radar. There were hard times, complaints from the customers and the likes, but Benjo still stood his ground and believed that this investment was going to be something great.

The business boomed in November of 2005, and come the year 2017, its stores are still rapidly branching out all throughout the Philippines, both company-owned and franchisee-owned. Lugaw Republic has taken the business sector by storm. At present, it currently has 196 outlets all over the country.

“Ako, personally, I started from a simple and small beginning, and right now, modesty aside, in my own way, siguro, meron na rin akong maliit na pangalan sa pagnenegosyo.”

For the past 12 years in business, Benjo has earned his own fair share of awards and commendations. Just last year, he was awarded as “Young Entrepreneur of the Year” by the Philippine Chamber of Commerce and Industry (PCCI) INJAP SIA YOUNG ENTREPRENEUR AWARDS 2016. He was also commended by the province of Bulacan for his outstanding contributions to the productivity of Bulacan’s business industry. Benjo is currently one of the board of trustees of the Bulacan Chamber of Commerce and Industry, Inc. Indeed, he is a very hardworking man.

Being as humble as he is, Benjo didn’t take credit for his success all by himself. He said that he owed everything to God, his family, and his friends that have put up with him through all the good and bad times. He said that his greatest achievement was putting his nieces, nephews, and scholars through high school and college. He also said that it was very fulfilling to know that his franchisees are slowly claiming their own achievements as well. And because of that, he wanted to share what he has with others.

“Para kanino ko bumabangon? Para sa family syempre. Yun lang naman talaga ang nag-inspire sakin. Alam mo, ang success hindi mo siya matatawag na success kung ‘di mo siya nababahagi. Kasi dapat ang tagumpay ng isang tao, binabahagi sa kapwa at sa pamilya. Sabi nga nila ‘di ba? Charity begins at home. Kasi kung mayaman ka, matagumpay ka, pero yung mga kapamilya mo, kapitbahay mo, kaibigan mo, ay ‘di mo man lang nabibigyan ng kahit kaunting biyayang meron ka, hindi yun masasabing tagumpay. Oo, masaya ka sa sarili mo ngayon, pero dapat yung ibang tao maging masaya rin para sayo. The only way na ma-please mo sila is yung maramdaman nilang bahagi sila ng tagumpay mo. At para maramdaman nila yun, kahit papaano dapat maambunan sila.”

  

I applaud Mr. Benjo Cruz for his hard work and brazenness. I believe it takes a lot of guts and risks to get to where he is now. And based from personal experience, despite the fame and fortune, he still remains near to his roots. He still remains the simple, helpful man he was when he first started. He’s a very approachable man, to be honest. Dubbed as the King of Lugaw, his humble beginning are still intact. This is Bienvenido M. Cruz Jr, the Lugaw King of Bulacan.

Keep it up, Kuya Benjo! Kudos!