Like many locals of General Santos City, Anabella Kho Noel grew up with the comforting aroma of chiffon cakes, siopao, and muffins from Jo-Ann’s Bakeshop—a beloved fixture in the city since 1968. Now the second-generation owner, Anabella carries on the legacy of her aunt, Alice Kho, who founded the bakeshop with a passion for baking and a heart for her community.
“My aunt was a clerk in Bacolod when she learned to bake from an elderly mentor,” Anabella shares. “She brought that heritage recipe to GenSan and began what would become a family legacy.”
The bakeshop’s name is a blend of Anabella’s and her younger sister’s names, reflecting the deeply rooted family values behind the business. In its early years, GenSan was a small town, and their home sat atop the store—a shared space that housed not only the bakery but also a refresher parlor and general merchandise shop.
For 47 years, Jo-Ann’s Bakeshop stood along Pedro Acharon Boulevard before relocating to Santiago Boulevard in 2015. With every bite of their signature treats, generations of customers have savored a piece of the city’s history.
Anabella’s journey into the business was not immediate. Her father permitted her to study outside of GenSan, on the condition that she had to return and help run the bakeshop. After earning a Bachelor of Science in Commerce, major in Accounting, and graduating magna cum laude from the University of St. La Salle Bacolod, she returned home, primarily to care for her ailing father. To prepare for her role, she attended baking classes, determined to uphold both tradition and innovation.
One of her earliest challenges was modernizing the kitchen. “Our bakers used to rely on ‘tantsa-tantsa lang’—measuring by instinct,” she recalls. “I suggested documenting our recipes to ensure consistency, but it took years before that was fully embraced.”
The transition did not come easy. The shift from old-school practices also brought labor challenges, including a complaint filed with the Department of Labor and Employment (DOLE) regarding the store’s “pakyaw” or piece-rate system. The family faced a painful period—her father passed away just as they were addressing the complaint.
“That was a low point. We treated our employees like family, so the experience hurt,” she admits. “But I took it as a lesson. Today, we are fully compliant with DOLE regulations.”
In 2015, Anabella officially became the bakeshop’s general manager and oversaw its relocation to Santiago-Bula Road. The revamped interior now offers a cozy dine-in experience. But just five years later, the COVID-19 pandemic tested the business like never before. With lockdowns and shifting guidelines, Jo-Ann’s Bakeshop struggled to stay open. Anabella described that time as “barely surviving,” choosing to dip into their savings just to keep employees on payroll.
Yet there were silver linings—the launch of a kiosk in KCC Mall GenSan during the pandemic and new product ventures followed. She experimented with healthy innovations, such as dragon fruit and squash noodles, and ensured that their baked goods remained free of preservatives and low in sugar.
True to its roots, the bakeshop still uses a traditional pugon, a wood-fired brick oven in Barangay Lagao, for its signature breads. Anabella plans to pursue heritage conservation status for the oven, preserving it as a symbol of culinary legacy.
Committed to learning, she regularly attends seminars and is an active member of the Davao Bakers Club and the Filipino-Chinese Bakers Association.
“The moment you stop learning, you become irrelevant,” she says. “That’s why I’ll never stop.”
She collaborates with government agencies like Department of Trade and Industry (DTI) and Department of Science and Technology (DOST) on packaging, product development, and innovation. As a mentor for DTI’s Kapatid Mentor Me (KMME) Program in GenSan, she shares financial management advice with emerging entrepreneurs.
Her guidance is grounded and practical: “Start small. Build a solid foundation. Avoid debt if you can. Learn from those who’ve walked the path before you.”
Anabella never pressured her daughters to take over the business as third-generation owners. Still, her eldest has shown genuine interest, especially with her love for cooking. Anabella has always told them that if they choose to follow this path, they must commit to learning every aspect of it first.
Today, Anabella also serves as president of the GenSan Food and Beverage Association, fostering growth within the local industry and leading initiatives like the Kalilangan Festival’s Food Strip.
The memory of her Aunt Alice, who passed away at age 88 in March 2023, remains close to Anabella’s heart.
“My aunt lived simply but with purpose. She believed in hard work, generosity, and faith in God. That shaped everything I do,” she reflects.
Through Jo-Ann’s Bakeshop, Anabella continues to serve more than just bread and pastries. She serves up legacy, resilience, and inspiration for a new generation of entrepreneurs and dreamers in GenSan.
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